Follow the Feeling

Brand Building in a Noisy World

Inbunden, Engelska, 2019

279 kr

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Elevate your brand, create a compelling brand story, and build brand loyaltyIn 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 constant that trumps the hundreds of factors 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, 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: Efficiently create and deploy a comprehensive brand strategy across the organizationQuickly launch new brands or reboot existing brands for growthBuild tribes from audiences, consumers, clients, and partnersLean into the convergence of communication, culture, digital, and technologyRegardless of industry or sector, branding is essential for companies, nonprofits, 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, it’s not just what your brand does, it’s how your brand makes your customers feel.

Produktinformation

Utgivningsdatum2019-09-13
Mått155 x 229 x 33 mm
Vikt499 g
FormatInbunden
SpråkEngelska
Antal sidor304
FörlagJohn Wiley & Sons Inc
ISBN9781119600497

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Varumärken inom Ekonomi och Ledarskap

Preface xiAcknowledgments xvAbout the Author xviiIntroduction 1Forming a Worldview 2A Case for Change 4Feelings Aren’t Things to Gloss Over 81 Inside Out: What’s the Value of Being an Outsider? 11A Red-Hot Industry 13A Few Things to Keep in Mind 152 Going Haywire: What’s the Relationship between Economics and Communication? 17“Most of the Time We Coast” 20The Virality Coefficient 223 Resonance versus Share of Voice: In What Direction Is Technology Propelling Us? 25A Lesson in Audience Physics 28The Economy of Community 29Are We Speaking on the Same Wavelength? 30Avoiding Dissonance Begins in the Briefing 314 Creativity Applied Strategically: What Parts of a “Brand” Matter Most to a Digitally Wired Audience? 35The Cracks in the Axioms 36Emotional Horsepower Drives Many a Decision 37Influence Rules the Day, But We Can Rule Influence 39Surviving Brand Quicksand 40A System Built for Brand “Value” 41Every Hero Needs a Villain 425 Communication as a System: How Does Communication Work in Society? 45Communication as a “System“ 46Wired to Think, Feel, and Do 50Finding the Right Triggers and Traps 51A Fight for Equality 556 Lexicon Triggers: Branding Objective: Appeal to a “Tribe” 59Limits of Words 67Context 68The Invisible Hand: Community 70Shifting from Target Audience to Community 74A Tale of Two Words 78Niche Wins 79Branding Language 80A Planning Process Mindset Shift 83The Double-Edged Sword of Being a “Household Name“ 85Anchors and Normative Messaging 87Cutting Anchors Loose 91Conclusion 947 Audio Cues: Branding Objective: Develop Instant Recognition 103Every Brand Longs to Be Heard 104Audio’s Role: Hardly New, But Certainly Evolving 107Sound as a Mood Shifter 110Is Audio the Most Salient Part of “Memory“? 113Our Firewall Works Like This: “Tuning Out“ 114How Brands Learn from Television Theme Songs 116Owning a Sonic Cue—Decline of the Jingle 118Translating Sounds 119Results at the Speed of Sound 121Sound and Product Design 123Voice 125This Could Give You a Headache 128Repetition Is Marketing Mythology 129Conclusion 1348 Visual Stimuli: Branding Objective: Become a “Conversational” Brand 145Words Are Finite, Images Are Limitless 147Say It with Purpose 153Color 155Shape 159Becoming More Visual Searchers, Learners, and Sharers 162The Journey to Brands Being Content 164Welcome to the Newest Communication Club Members 167The New Moving Image 170Tracking Evolution One Dictionary at a Time 173Conclusion 1749 Experience Drivers: Branding Objective: Close the Feedback Loop 185Create a Cross-Functional System 189Business Models Built on Experience 191Evolution of “Brand“ 194Omnichannel Attributes 197Great Strategy Comes from Unconventional Places 201The Goal of Experience 209Conclusion 21310 Cultural Connections: Branding Objective: Align Thoughts and Actions 221The Myth of “Safety in Size“ 227Communication’s Role in Culture 229Getting Out of Your Seat, and into the Field 232Who’s the Villain in Your Brand Story? 235Finding Your North Star 238Building a Narrative 239An Age Where POV Matters 240Owning Your Narrative 244Undercover Boss 246Aiming for Success in Action and Commitment 255Finding Your Brand’s North Star 25611 Following the Feeling: What’s the Role of Technology in Following the Feeling? 265Achieving Brand Lift-Off 269Index 273