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Follow the Feeling: Brand Building in a Noisy World
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Follow the Feeling: Brand Building in a Noisy World Hardcover -

by Kai D. Wright


From the rear cover

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).

Details

  • Title Follow the Feeling: Brand Building in a Noisy World
  • Author Kai D. Wright
  • Binding Hardcover
  • Pages 304
  • Volumes 1
  • Language ENG
  • Publisher Wiley
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index
  • ISBN 9781119600497 / 1119600499
  • Weight 1.1 lbs (0.50 kg)
  • Dimensions 9.1 x 6.3 x 1.2 in (23.11 x 16.00 x 3.05 cm)
  • Library of Congress subjects Branding (Marketing), BUSINESS & ECONOMICS / Marketing / General
  • Library of Congress Catalog Number 2019015127
  • Dewey Decimal Code 658.827

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.

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Follow the Feeling: Brand Building in a Noisy World

Follow the Feeling: Brand Building in a Noisy World

by Kai D. Wright

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Follow the Feeling – Brand Building in a Noisy World
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