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b'\\u201cBranding discussions used to be esoteric. Like molding fog.\\u201d It was this realization that led\\xa0Patrick Hanlon\\xa0to come up with a better way to frame the branding conversation. What he created ended up being one of the most effective frameworks for building brands both online and off. As a huge fan of Hanlon\\u2019s work, I couldn\\u2019t wait to make him the inaugural guest on the On Brand podcast.\\nAbout Patrick Hanlon\\nPatrick Hanlon is one of the leading brand practitioners in the world. He is CEO and founder of\\xa0Thinktopia, a global strategic and brand transformation practice for Fortune 100 companies and startups. His book\\xa0Primal Branding, is the seminal work that looks at brands as belief systems that people opt-in to. Hanlon\\u2019s\\xa0Primal Branding\\xa0construct is now recognized by YouTube, as their recommended method for designing and attracting social communities. His new book\\xa0The Social Code\\xa0builds on the concept of Primal Code outlined in\\xa0Primal Branding, for the digital age.\\nHe has been quoted in\\xa0Fast Company, Business Week Online,\\xa0Advertising Age,\\xa0ADWEEK,\\xa0Entrepreneur, CNBC, and NPR, as well as media around the world. Hanlon is an online contributor to\\xa0Forbes,\\xa0Advertising Age, and others.\\nA Few Final Reminders\\nA big thanks to a mentor of this podcast with a new resource that you should know more about.\\xa0Jay Baer\\xa0of Convince and Convert has done it again. In addition to being a digital marketing thought leader, speaker, and best-selling author he\\u2019s now created a new online resource indexing all of the great marketing podcasts out there \\u2014 it\\u2019s called Marketing Podcasts and you can find it at\\xa0MarketingPodcasts.com. If you like marketing and podcasts you need to check this out.\\nLast but not least \\u2026\\n\\nYou can subscribe to the show via\\xa0iTunes,\\xa0Stitcher, and\\xa0RSS.\\n\\nIf\\xa0you like what you\\u2019re hearing, head over to\\xa0iTunes\\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the show.\\xa0Need a quick tutorial on how to rate and review a podcast in iTunes?\\xa0Check this out.\\n\\nDon\\u2019t forget that this podcast is brought to you by our\\xa0Brand Driven Digital events series, learn more about\\xa0Twitter Brand Basics,\\xa0Digital Strategy Boot Camp, and the industry leading\\xa0Social Brand Forum\\xa0now.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'