Follow the Feeling

<p><b>Elevate your brand, rise above the crowd, and build tribe</b></p> <p>In <i>Follow the Feeling</i>, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: <b>how do you grow your brand in a noisy world?</b> 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.</p> <p><i>Follow the Feeling </i>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:</p> <ul> <li>Efficiently create and deploy a comprehensive brand strategy across the organization</li> <li>Quickly launch new brands or reboot existing brands for growth</li> <li>Build tribes from audiences, consumers, clients, and partners</li> <li>Lean into the convergence of communication, culture, digital, and technology</li> </ul> <p>Regardless of industry or sector, branding is essential for companies, non-profits, and even individuals. <i>Follow the Feeling: Brand Building in a Noisy World </i>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.</p>