LEADER 04076nam 2200457 450 001 9910793780803321 005 20190923030958.0 010 $a1-119-60048-0 010 $a1-119-60053-7 035 $a(CKB)4100000008779842 035 $a(MiAaPQ)EBC5836953 035 $a(CaSebORM)9781119600497 035 $a(EXLCZ)994100000008779842 100 $a20190817d2019 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aFollow the feeling $ebrand building in a noisy world /$fKai D. Wright 205 $a1st edition 210 1$aHoboken, New Jersey :$cWiley,$d2019. 215 $a1 online resource (307 pages) 300 $aIncludes index. 311 $a1-119-60049-9 320 $aIncludes bibliographical references and index. 327 $aIntroduction -- Inside out : what's the value of being an outsider? -- Going haywire : what's the relationship between economics and communication? -- Resonance versus share of voice : in what direction is technology propelling us? -- Creativity applied strategically : what parts of a "brand" matter most to a digitally wired audience? -- Communication as a system : how does communication work in society? -- Lexicon triggers : branding objective: appeal to a "tribe" -- Audio cues : branding objective: develop instant recognition -- Visual stimuli : branding objective: become a "controversial" brand -- Experience drivers : branding objective: close the feedback loop -- Cultural connections : branding objective: align thoughts and actions -- Following the feeling: what's the role of technology in following the feeling? 330 $aElevate your brand, rise above the crowd, and build tribe 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 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 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: Efficiently create and deploy a comprehensive brand strategy across the organization Quickly launch new brands or reboot existing brands for growth Build tribes from audiences, consumers, clients, and partners Lean into the convergence of communication, culture, digital, and technology 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. 517 3 $aBrand building in a noisy world 606 $aBranding (Marketing) 615 0$aBranding (Marketing) 676 $a658.8/27 686 $aBUS043000$2bisacsh 700 $aWright$b Kai$01512157 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910793780803321 996 $aFollow the feeling$93745919 997 $aUNINA