Patrick is one of the leading brand practitioners in the world. He is ceo and founder of THINKTOPIA®, a global strategic and brand transformation practice for Fortune 100 companies and startups. His book Primal Branding: Create Zealots For Your Brand, Your Company And Your Future, is the seminal work that looks at brands as belief systems that people opt in to if they are attracted to those Brand beliefs. His Primal Branding® construct is now recognized by YouTube, as their recommended construct for designing and attracting social communities. Hanlon’s new book The Social Code builds on the concept of Primal Code outlined in Primal Branding, for the digital age.