Follow the Feeling: Brand Building in a Noisy World

Follow the Feeling: Brand Building in a Noisy World

By Kai D Wright

"In a world of increasing digital connectivity, the most important signal of brand health whether a company, person, or nonprofit is simply how you make others feel; and brands that resonate the strongest maintain a consistent, positive feeling across five branding territories lexicon, audio cues, visual stimuli, experience, and culture.


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Book Information

Publisher: Wiley
Publish Date: 08/06/2019
Pages: 304
ISBN-13: 9781119600497
ISBN-10: 1119600499
Language: English

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November 27, 2019

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Full Description

Elevate your brand, create a compelling brand story, and build brand loyalty

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 companies from Alibaba to Zara, 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 constant that trumps the hundreds of factors 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, Wright can help you 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, nonprofits, 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, it's not just what your brand does, it's how your brand makes your customers feel.

About the Author

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.

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