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
- Author Kai D. Wright
- Binding Hardcover
- Pages 304
- Volumes 1
- Language ENG
- Publisher Wiley
- Date 2019-08-06
- 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
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