Follow the Feeling: Brand Building in a Noisy World

Description:

In Follow the Feeling, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: how do you grow your brand in a noisy world? Analyzing 1,500 fast-growing brands from Sephora to the NBA, the Columbia University lecturer and Ogilvy global consulting partner unpacks five branding secrets. Starting with behavioral economic principles and ending with a new systems-based approach to brand building, Wright offers readers one metric that trumps the hundreds entangling brand value, feelings. 

Follow the Feeling will show you how to best build and position your brand so you can stand out from competitors, build a tribe, and engineer a positive feeling across five important branding territories—lexicon, audio cues, visual stimuli, experience, and culture. Sharing real-world lessons and practical advice he has gained helping everyone from Sean Diddy Combs and Meghan Trainor to Bank of America and HP develop and implement shareable, culturally-infectious branding strategies. Through storytelling, global research, and practical tips, this valuable book will help you and your organization: 

• Efficiently create and deploy a comprehensive brand strategy across the organization 
• Quickly launch new brands or reboot existing brands for growth 
• Build tribes from audiences, consumers, clients, and partners 
• Lean into the convergence of communication, culture, digital, and technology 

Regardless of industry or sector, branding is essential for companies, non-profits, and even individuals. Follow the Feeling: Brand Building in a Noisy World is a must-have resource for anyone from C-Suite executives to aspiring entrepreneurs seeking to unleash the full potential of their brand. And in this world of ever-increasing metrics paired with waning attentiveness, the most important signal of brand health is how you, through your brand, make people feel. 

Editorial Reviews:

Named Best Business Book of 2019 by Porchlight and BookPal. 

“Kai analyzes and draws actionable conclusions from a dizzying array of data on people and behavior, to deliver a convincing, persuasive suite of principles and practices any marketer should embrace.” – Jason Chebib, Vice President, Consumer Planning, Diageo 

“Follow the Feeling brings to the reader an excellent guide on the role of emotion & neuroscience in brand building, translating principles into a path to grow your brand.” 

– Manuel Garcia-Garcia, PhD, Adjunct Professor of Consumer Neuroscience at NYU and Global Lead of Neuroscience at Ipsos 

From the Inside Flap 

Elevate your brand, rise above the crowd, and build tribe 

In Follow the Feeling, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: how do you grow your brand in a noisy world? Analyzing 1,500 fast-growing brands from Disney to Peloton, the Columbia University lecturer and Ogilvy global consulting partner reveals five branding secrets–lexicon, audio, visuals, experience, and culture (LAVEC)–that will help you lean into the future without getting lost in data. 

Starting with behavioral principles rooted in economics and ending with a new systems-based approach calibrated for a hyper-connected audience, Follow the Feeling is a reminder that regardless of whether you’re a startup, Fortune 500 company, non-profit, or even an individual, the most important indicator of brand value is simply how you make others feel. He wants to help you build a better brand; feelings are the blueprint.  

Sharing research, case studies, strategy frameworks, and quick-start tips on how to grow brands using the LAVEC system, the book takes readers on a journey in discovering, envisioning, and implementing culturally-infectious branding strategies both observed in fast-growing companies and learned while advising brands from Bank of America & HP to Sean “Diddy” Combs & Megan Trainor. This book is full of secrets and shortcuts that will enable you and your team to use one branding system to: 

• Invest time, energy, and resources in the parts of the brand that matter most 
• Efficiently create and deploy a comprehensive brand strategy 
• Quickly launch new brands or reboot existing brands for growth 
• Build tribes from audiences, consumers, clients, and partners 
• Lean into the convergence of communication, culture, digital, and technology 
• Offering a wittingly refreshing testament that brands are not built on data obsession, but rather, brands are built on customer obsession that starts with empathy towards communities, this book is a must-have resource for the entire organization, helping each team member unlock a growth path for your brand using the master key of feelings. 

About the Author:  

Kai D. Wright is a strategic advisor to C-suite executives, founders, and talent. He is a global consulting partner at Ogilvy and a lecturer at Columbia University. He has been recognized as a leader by Forbes, Adweek, Cablefax, C-Suite Quarterly, and the Advertising Research Foundation. He specializes in the convergence of communication, technology, culture, and digital. He studied economics at The University of Chicago and studied communication in graduate school at Columbia University. He resides in New York City.