{"product_id":"follow-the-feeling-isbn-9781119600497","title":"Follow the Feeling","description":"\u003cp\u003e\u003cb\u003eElevate your brand, create a compelling brand story, and build brand loyalty\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eFollow the Feeling\u003c\/i\u003e, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: \u003cb\u003ehow do you grow your brand in a noisy world?\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eFollow the Feeling\u003c\/i\u003e 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eEfficiently create and deploy a comprehensive brand strategy across the organization\u003c\/li\u003e \u003cli\u003eQuickly launch new brands or reboot existing brands for growth\u003c\/li\u003e \u003cli\u003eBuild tribes from audiences, consumers, clients, and partners\u003c\/li\u003e \u003cli\u003eLean into the convergence of communication, culture, digital, and technology\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eRegardless of industry or sector, branding is essential for companies, nonprofits, and even individuals. \u003ci\u003eFollow the Feeling: Brand Building in a Noisy World\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003eAbout the Author xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eForming a Worldview 2\u003c\/p\u003e \u003cp\u003eA Case for Change 4\u003c\/p\u003e \u003cp\u003eFeelings Aren’t Things to Gloss Over 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Inside Out: What’s the Value of Being an Outsider? 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Red-Hot Industry 13\u003c\/p\u003e \u003cp\u003eA Few Things to Keep in Mind 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Going Haywire: What’s the Relationship between Economics and Communication? 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Most of the Time We Coast” 20\u003c\/p\u003e \u003cp\u003eThe Virality Coefficient 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Resonance versus Share of Voice: In What Direction Is Technology Propelling Us? 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Lesson in Audience Physics 28\u003c\/p\u003e \u003cp\u003eThe Economy of Community 29\u003c\/p\u003e \u003cp\u003eAre We Speaking on the Same Wavelength? 30\u003c\/p\u003e \u003cp\u003eAvoiding Dissonance Begins in the Briefing 31\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Creativity Applied Strategically: What Parts of a “Brand” Matter Most to a Digitally Wired\u003c\/b\u003e \u003cb\u003eAudience? 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Cracks in the Axioms 36\u003c\/p\u003e \u003cp\u003eEmotional Horsepower Drives Many a Decision 37\u003c\/p\u003e \u003cp\u003eInfluence Rules the Day, But We Can Rule Influence 39\u003c\/p\u003e \u003cp\u003eSurviving Brand Quicksand 40\u003c\/p\u003e \u003cp\u003eA System Built for Brand “Value” 41\u003c\/p\u003e \u003cp\u003eEvery Hero Needs a Villain 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Communication as a System: How Does Communication Work in Society? 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommunication as a “System“ 46\u003c\/p\u003e \u003cp\u003eWired to Think, Feel, and Do 50\u003c\/p\u003e \u003cp\u003eFinding the Right Triggers and Traps 51\u003c\/p\u003e \u003cp\u003eA Fight for Equality 55\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Lexicon Triggers: Branding Objective: Appeal to a “Tribe” 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLimits of Words 67\u003c\/p\u003e \u003cp\u003eContext 68\u003c\/p\u003e \u003cp\u003eThe Invisible Hand: Community 70\u003c\/p\u003e \u003cp\u003eShifting from Target Audience to Community 74\u003c\/p\u003e \u003cp\u003eA Tale of Two Words 78\u003c\/p\u003e \u003cp\u003eNiche Wins 79\u003c\/p\u003e \u003cp\u003eBranding Language 80\u003c\/p\u003e \u003cp\u003eA Planning Process Mindset Shift 83\u003c\/p\u003e \u003cp\u003eThe Double-Edged Sword of Being a “Household Name“ 85\u003c\/p\u003e \u003cp\u003eAnchors and Normative Messaging 87\u003c\/p\u003e \u003cp\u003eCutting Anchors Loose 91\u003c\/p\u003e \u003cp\u003eConclusion 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Audio Cues: Branding Objective: Develop Instant Recognition 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvery Brand Longs to Be Heard 104\u003c\/p\u003e \u003cp\u003eAudio’s Role: Hardly New, But Certainly Evolving 107\u003c\/p\u003e \u003cp\u003eSound as a Mood Shifter 110\u003c\/p\u003e \u003cp\u003eIs Audio the Most Salient Part of “Memory“? 113\u003c\/p\u003e \u003cp\u003eOur Firewall Works Like This: “Tuning Out“ 114\u003c\/p\u003e \u003cp\u003eHow Brands Learn from Television Theme Songs 116\u003c\/p\u003e \u003cp\u003eOwning a Sonic Cue—Decline of the Jingle 118\u003c\/p\u003e \u003cp\u003eTranslating Sounds 119\u003c\/p\u003e \u003cp\u003eResults at the Speed of Sound 121\u003c\/p\u003e \u003cp\u003eSound and Product Design 123\u003c\/p\u003e \u003cp\u003eVoice 125\u003c\/p\u003e \u003cp\u003eThis Could Give You a Headache 128\u003c\/p\u003e \u003cp\u003eRepetition Is Marketing Mythology 129\u003c\/p\u003e \u003cp\u003eConclusion 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Visual Stimuli: Branding Objective: Become a “Conversational” Brand 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWords Are Finite, Images Are Limitless 147\u003c\/p\u003e \u003cp\u003eSay It with Purpose 153\u003c\/p\u003e \u003cp\u003eColor 155\u003c\/p\u003e \u003cp\u003eShape 159\u003c\/p\u003e \u003cp\u003eBecoming More Visual Searchers, Learners, and Sharers 162\u003c\/p\u003e \u003cp\u003eThe Journey to Brands Being Content 164\u003c\/p\u003e \u003cp\u003eWelcome to the Newest Communication Club Members 167\u003c\/p\u003e \u003cp\u003eThe New Moving Image 170\u003c\/p\u003e \u003cp\u003eTracking Evolution One Dictionary at a Time 173\u003c\/p\u003e \u003cp\u003eConclusion 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Experience Drivers: Branding Objective: Close the Feedback Loop 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreate a Cross-Functional System 189\u003c\/p\u003e \u003cp\u003eBusiness Models Built on Experience 191\u003c\/p\u003e \u003cp\u003eEvolution of “Brand“ 194\u003c\/p\u003e \u003cp\u003eOmnichannel Attributes 197\u003c\/p\u003e \u003cp\u003eGreat Strategy Comes from Unconventional Places 201\u003c\/p\u003e \u003cp\u003eThe Goal of Experience 209\u003c\/p\u003e \u003cp\u003eConclusion 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Cultural Connections: Branding Objective: Align Thoughts and Actions 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Myth of “Safety in Size“ 227\u003c\/p\u003e \u003cp\u003eCommunication’s Role in Culture 229\u003c\/p\u003e \u003cp\u003eGetting Out of Your Seat, and into the Field 232\u003c\/p\u003e \u003cp\u003eWho’s the Villain in Your Brand Story? 235\u003c\/p\u003e \u003cp\u003eFinding Your North Star 238\u003c\/p\u003e \u003cp\u003eBuilding a Narrative 239\u003c\/p\u003e \u003cp\u003eAn Age Where POV Matters 240\u003c\/p\u003e \u003cp\u003eOwning Your Narrative 244\u003c\/p\u003e \u003cp\u003eUndercover Boss 246\u003c\/p\u003e \u003cp\u003eAiming for Success in Action and Commitment 255\u003c\/p\u003e \u003cp\u003eFinding Your Brand’s North Star 256\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Following the Feeling: What’s the Role of Technology in Following the Feeling? 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAchieving Brand Lift-Off 269\u003c\/p\u003e \u003cp\u003eIndex 273\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eKAI D. WRIGHT\u003c\/b\u003e is a strategic advisor to C-suite executives, founders, and talent. He has been recognized as a leader by \u003ci\u003eForbes, Adweek,\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003ewww.kaidwright.com.\u003c\/b\u003e   \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eFollow the Feeling, \u003c\/i\u003estrategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: \u003cb\u003ehow do you grow your brand in a noisy world? \u003c\/b\u003eAnalyzing 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. \u003c\/p\u003e\u003cp\u003eStarting with behavioral principles rooted in economics and ending with a new systems-based approach calibrated for a hyper-connected audience, \u003ci\u003eFollow the Feeling\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eSharing 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 \u0026amp; HP to Sean “Diddy” Combs \u0026amp; Megan Trainor. This book is full of secrets and shortcuts that will enable you and your team to use one branding system to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eInvest time, energy, and resources in the parts of the brand that matter most\u003c\/li\u003e \u003cli\u003eEfficiently create and deploy a comprehensive brand strategy\u003c\/li\u003e \u003cli\u003eQuickly launch new brands or reboot existing brands for growth\u003c\/li\u003e \u003cli\u003eBuild tribes from audiences, consumers, clients, and partners\u003c\/li\u003e \u003cli\u003eLean into the convergence of communication, culture, digital, and technology\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eOffering 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.  \u003c\/p\u003e\u003cp\u003e“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.”\u003c\/p\u003e \u003cp\u003e\u003cb\u003e—Jason Chebib, Vice President, Consumer Planning, Diageo\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eFollow the Feeling\u003c\/i\u003e brings to the reader an excellent guide on the role of emotion and neuroscience in brand building, translating principles into a path to grow your brand.”\u003c\/p\u003e \u003cp\u003e—\u003cb\u003eManual Garcia-Garcia, PhD, Adjunct Professor of Consumer Neuroscience at NYU and Global Lead of Neuroscience at Ipsos\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989225324773,"sku":"NP9781119600497","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119600497.jpg?v=1761783279","url":"https:\/\/k12savings.com\/es\/products\/follow-the-feeling-isbn-9781119600497","provider":"K12savings","version":"1.0","type":"link"}