Primal branding demonstrates how you can create passion for product and organization alike.
Think of the things that mean something to you. They all come from someplace ("creation story"). They stand for something ("creed"). They are symbolized by a sign, a sound, a smell ("icon"). You do certain specified things regarding them ("rituals"). Certain words evoke that experience ("sacred words"). You contrast that experience against other experiences ("pagans"). They have an individual, whether real or fictional, who is behind the whole thing ("leader").
– Primal Branding, Patrick Hanlon, Pg 237 (section above referred to as "primal code"
New topic – In my previous post there is a comment from David Gallagher. He makes a good point that many of the instances of the word Ketchum are in the introduction and the bio. He is correct. But I do think my point that exactness of speech matters still stands as well. Our audiences must be able to find us, or our clients, and that starts with using the "sacred words" of that community.