Elevate your brand, rise above the crowd, and build tribe
In Follow the Feeling, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneur, 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 behavioural 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:
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.
Follow the Feeling: Brand Building in a Noisy World| Kai D. Wright (Author)| Wiley
Table of Contents
Introduction
Forming a Worldview, A Case for Change, Feelings Aren’t Things to Gloss Over.
Chapter 1. Inside Out: What’s the Value of Being an Outsider?
A Red-Hot Industry, A Few Things to Keep in Mind.
Chapter 2. Going Haywire: What’s the Relationship between Economics and Communication?
“Most of the Time We Coast”, The Virality Coefficient.
Chapter 3. Resonance versus Share of Voice: In What Direction Is Technology Propelling Us?
A Lesson in Audience Physics, The Economy of Community, “Are We Speaking on the Same Wavelength?”, Avoiding Dissonance Begins in the Briefing.
Chapter 4. Creativity Applied Strategically: What Parts of a “Brand” Matter Most to 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 Brand “Value”, Every Hero Needs a Villain
Chapter 5. Communication as a System: How Does Communication Work in Society?
Communication as a “System “, Wired to Think, Feel, and Do, Finding the Right Triggers and Traps, A Fight for Equality.
Chapter 6. Lexicon Triggers: Branding Objective: Appeal to a “Tribe”
Limits of Words, Context, The Invisible Hand: Community, Shifting from Target Audience to Community, A Tale of Two Words, Niche Wins, Branding Language, A Planning Process Mindset Shift, The Double-Edged Sword of Being a “Household Name“, Anchors and Normative Messaging, Cutting Anchors Loose, Conclusion .
Chapter 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, Translating Sounds, Results at the Speed of Sound, Sound and Product Design, Voice, This Could Give You a Headache, Repetition Is Marketing Mythology, Conclusion.
Chapter 8. Visual Stimuli: Branding Objective: Become a “Conversational” Brand
Words Are Finite, Images Are Limitless, Say It with Purpose, Color, Shape, Becoming More Visual Searchers, Learners, and Sharers, The Journey to Brands Being Content, Welcome to the Newest Communication Club Members, The New Moving Image, Tracking Evolution One Dictionary at a Time, Conclusion.
Chapter 9. Experience Drivers: Branding Objective: Close the Feedback Loop
Create a Cross-Functional System, Business Models Built on Experience, Evolution of “Brand“, Omnichannel Attributes, Great Strategy Comes from Unconventional Places, The Goal of Experience, Conclusion.
Chapter 10. Cultural Connections: Branding Objective: Align Thoughts and Actions
The Myth of “Safety in Size“, 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, Undercover Boss, Aiming for Success in Action and Commitment, Finding Your Brand’s North Star.
Chapter 11. Following the Feeling: What’s the Role of Technology in Following the Feeling?
Achieving Brand Lift-Off, Index.
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