In an increasingly digital world, it's easy for a brand to get lost in the crowd. In the new book, Follow the Feeling: Brand Building in a Noisy World, author and strategy advisor, Kai D. Wright, explains that the most important signal of brand health is how a brand makes people feel. Based off behavioral principals rooted in economic research, Follow the Feeling shows readers how to protect, build, and boost their brand to evoke a consistent positive feeling.
By analyzing 1,500 top companies, Wright was able to identify the 5 most important parts of any brand - lexicon, audio cues, visual stimuli, experience, and culture. The brands that resonate the strongest with consumers are brands that maintain a positive feeling across each of these territories. In the book, Wright examines fast-growing companies from Zara to Alibaba, to highlight what well-known brands are getting right and what they're getting wrong. Through his experience working with everyone from Sean Diddy Combs and Megan Trainor to Bank of America and HP, Wright shares real-world lessons and practical advice to help readers develop culturally infectious branding strategies.
