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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 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 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.
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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. He lives in New York City. www.kaidwright.com.
Table of Contents
Forming a worldview
A case for change
Feelings aren’t things to gloss over
1 – Inside Out: What’s the value of being an outsider?
An industry red hot
A few things to keep in mind
2 – Going Haywire: What’s the relationship between economics and communication?
“Most of the time we coast.”
The virality coefficient
3 – Resonance vs. Share of Voice: What direction is technology propelling us?
Resonance: a lesson in audience physics
Resonance: the economy of community
Are we speaking on the same wavelength?
With true resonance comes easier influence
Avoiding dissonance begins in the briefing
4 – Creativity Applied Strategically: What parts of “brand” matter most today to influence a digitally wired audience?
The cracks in the axioms
Emotional horsepower drives many a decision
Influence rules the day, but we can rule influence
Surviving brand quicksand
A system built for a brand “value”
Every hero needs a villain
5 – Communication as a System: How does communication work in society?
Communication is a “system”
Wired to Think, Feel, and Do
Finding the right triggers and traps
A fight for equality
6 – Lexicon Triggers: Branding Objective: Appeal to a “tribe”
Limits of words
The invisible hand: community
Shifting from Target audience to Community
A tale of two words
A planning process mindset shift
The double edge sword of being a “household name”
Anchors & Normative Messaging
Cutting anchors lose
7 – Audio Cues: Branding Objective: Develop instant recognition
Every Brand Longs to be Heard
Audio’s Role: Hardly New, But Certainly Evolving
Sound as a mood shifter
Is audio the most salient part of “memory”?
Our firewall works like this: “Tuning Out”
How brands learn from television theme songs
Owning a sonic cue – decline of the jingle
Results at the Speed of Sound
Sound and product design
This Could Give You a Headache
Repetition is Marketing Mythology
8 – Visual Stimuli: Branding Objective: Become a “conversational” brand
Words are finite, images are limitless
Say it with purpose
Becoming more visual searchers, learners, and sharers
The journey to brands being content
The new moving image
Tracking evolution on dictionary at a time
9 – Experience Drivers: Branding Objective: Create a “system” with a closed feedback loop
Create a cross-functional system
Experience x Business Model
Evolution of “Brand”
Great strategy comes from un-conventional places
The goal of Experience
10 – Cultural Connections: Branding Objective: Align thoughts and actions
The “safety in size” myth
Communication’s role in culture
Getting out of your seat, and into the field...
Who’s the villain in your brand story?
Finding your north star
Building a narrative
An age where POV matters
Owning your narrative
Aiming for success in action and commitment
Finding your brand north star
11 – Following the Feeling: What’s the role of technology in following the feeling?
Being a parachute of happiness