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Follow the Feeling: Branding Yourself in a Noisy World by Kai D. Wright

Follow the Feeling: Branding Yourself in a Noisy World

by Kai D. Wright
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Book cover type: Hardcover
  • ISBN13: 9781119600497
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 256
  • Original Price: USD 28.0
  • Language: English
  • Edition: N/A
  • Item Weight: 499 grams
  • BISAC Subject(s): Marketing / General

From the Back Cover

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 Alibaba to Zara, 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.

KAI D. WRIGHT is a strategic advisor to C-suite executives, founders, and talent. He has been recognized as a leader by Forbes, Adweek, and the Advertising Research Foundation. A frequent speaker at major conferences and Fortune 500 companies, Wright is a lecturer at Columbia University and global consulting partner at Ogilvy. He lives in New York City.

www.kaidwright.com.

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