Follow the Feeling Brand Building in a Noisy World Brand Building in a Noisy World

The five-part formula for building a culturally-infectious brand

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. This crash course in brand building is a must-read for any organization looking for growth pathways. 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 of data points entangling brand value: feelings. This book shows you, through case studies, research, and quick-start tips, how to evolve your branding to capture attention and win hearts & minds by focusing on five aspects of any brand that matter most: lexicon triggers, audio cues, visual stimuli, experience drivers, and cultural connections (LAVEC).

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.