{"product_id":"follow-the-feeling-9781119600497","title":"Follow the Feeling","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eElevate your brand, create a compelling brand story, and build brand loyalty\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn\u003ci\u003eFollow the Feeling\u003c\/i\u003e, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders:\u003cb\u003ehow do you grow your brand in a noisy world?\u003c\/b\u003eAnalyzing 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 valuefeelings.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eFollow the Feeling\u003c\/i\u003ewill 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 territorieslexicon, audio cues, visual stimuli, experience, and culture. Sharing real-world lessons and practical advice h\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003eAbout the Author xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eForming a Worldview 2\u003c\/p\u003e \u003cp\u003eA Case for Change 4\u003c\/p\u003e \u003cp\u003eFeelings Aren’t Things to Gloss Over 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Inside Out: What’s the Value of Being an Outsider? 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Red-Hot Industry 13\u003c\/p\u003e \u003cp\u003eA Few Things to Keep in Mind 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Going Haywire: What’s the Relationship between Economics and Communication? 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Most of the Time We Coast” 20\u003c\/p\u003e \u003cp\u003eThe Virality Coefficient 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Resonance versus Share of Voice: In What Direction Is Technology Propelling Us? 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Lesson in Audience Physics 28\u003c\/p\u003e \u003cp\u003eThe Economy of Community 29\u003c\/p\u003e \u003cp\u003eAre We Speaking on the Same Wavelength? 30\u003c\/p\u003e \u003cp\u003eAvoiding Dissonance Begins in the Briefing 31\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Creativity Applied Strategically: What Parts of a “Brand” Matter Most to a Digitally Wired\u003c\/b\u003e \u003cb\u003eAudience? 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Cracks in the Axioms 36\u003c\/p\u003e \u003cp\u003eEmotional Horsepower Drives Many a Decision 37\u003c\/p\u003e \u003cp\u003eInfluence Rules the Day, But We Can Rule Influence 39\u003c\/p\u003e \u003cp\u003eSurviving Brand Quicksand 40\u003c\/p\u003e \u003cp\u003eA System Built for Brand “Value” 41\u003c\/p\u003e \u003cp\u003eEvery Hero Needs a Villain 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Communication as a System: How Does Communication Work in Society? 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommunication as a “System“ 46\u003c\/p\u003e \u003cp\u003eWired to Think, Feel, and Do 50\u003c\/p\u003e \u003cp\u003eFinding the Right Triggers and Traps 51\u003c\/p\u003e \u003cp\u003eA Fight for Equality 55\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Lexicon Triggers: Branding Objective: Appeal to a “Tribe” 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLimits of Words 67\u003c\/p\u003e \u003cp\u003eContext 68\u003c\/p\u003e \u003cp\u003eThe Invisible Hand: Community 70\u003c\/p\u003e \u003cp\u003eShifting from Target Audience to Community 74\u003c\/p\u003e \u003cp\u003eA Tale of Two Words 78\u003c\/p\u003e \u003cp\u003eNiche Wins 79\u003c\/p\u003e \u003cp\u003eBranding Language 80\u003c\/p\u003e \u003cp\u003eA Planning Process Mindset Shift 83\u003c\/p\u003e \u003cp\u003eThe Double-Edged Sword of Being a “Household Name“ 85\u003c\/p\u003e \u003cp\u003eAnchors and Normative Messaging 87\u003c\/p\u003e \u003cp\u003eCutting Anchors Loose 91\u003c\/p\u003e \u003cp\u003eConclusion 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Audio Cues: Branding Objective: Develop Instant Recognition 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvery Brand Longs to Be Heard 104\u003c\/p\u003e \u003cp\u003eAudio’s Role: Hardly New, But Certainly Evolving 107\u003c\/p\u003e \u003cp\u003eSound as a Mood Shifter 110\u003c\/p\u003e \u003cp\u003eIs Audio the Most Salient Part of “Memory“? 113\u003c\/p\u003e \u003cp\u003eOur Firewall Works Like This: “Tuning Out“ 114\u003c\/p\u003e \u003cp\u003eHow Brands Learn from Television Theme Songs 116\u003c\/p\u003e \u003cp\u003eOwning a Sonic Cue—Decline of the Jingle 118\u003c\/p\u003e \u003cp\u003eTranslating Sounds 119\u003c\/p\u003e \u003cp\u003eResults at the Speed of Sound 121\u003c\/p\u003e \u003cp\u003eSound and Product Design 123\u003c\/p\u003e \u003cp\u003eVoice 125\u003c\/p\u003e \u003cp\u003eThis Could Give You a Headache 128\u003c\/p\u003e \u003cp\u003eRepetition Is Marketing Mythology 129\u003c\/p\u003e \u003cp\u003eConclusion 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Visual Stimuli: Branding Objective: Become a “Conversational” Brand 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWords Are Finite, Images Are Limitless 147\u003c\/p\u003e \u003cp\u003eSay It with Purpose 153\u003c\/p\u003e \u003cp\u003eColor 155\u003c\/p\u003e \u003cp\u003eShape 159\u003c\/p\u003e \u003cp\u003eBecoming More Visual Searchers, Learners, and Sharers 162\u003c\/p\u003e \u003cp\u003eThe Journey to Brands Being Content 164\u003c\/p\u003e \u003cp\u003eWelcome to the Newest Communication Club Members 167\u003c\/p\u003e \u003cp\u003eThe New Moving Image 170\u003c\/p\u003e \u003cp\u003eTracking Evolution One Dictionary at a Time 173\u003c\/p\u003e \u003cp\u003eConclusion 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Experience Drivers: Branding Objective: Close the Feedback Loop 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreate a Cross-Functional System 189\u003c\/p\u003e \u003cp\u003eBusiness Models Built on Experience 191\u003c\/p\u003e \u003cp\u003eEvolution of “Brand“ 194\u003c\/p\u003e \u003cp\u003eOmnichannel Attributes 197\u003c\/p\u003e \u003cp\u003eGreat Strategy Comes from Unconventional Places 201\u003c\/p\u003e \u003cp\u003eThe Goal of Experience 209\u003c\/p\u003e \u003cp\u003eConclusion 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Cultural Connections: Branding Objective: Align Thoughts and Actions 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Myth of “Safety in Size“ 227\u003c\/p\u003e \u003cp\u003eCommunication’s Role in Culture 229\u003c\/p\u003e \u003cp\u003eGetting Out of Your Seat, and into the Field 232\u003c\/p\u003e \u003cp\u003eWho’s the Villain in Your Brand Story? 235\u003c\/p\u003e \u003cp\u003eFinding Your North Star 238\u003c\/p\u003e \u003cp\u003eBuilding a Narrative 239\u003c\/p\u003e \u003cp\u003eAn Age Where POV Matters 240\u003c\/p\u003e \u003cp\u003eOwning Your Narrative 244\u003c\/p\u003e \u003cp\u003eUndercover Boss 246\u003c\/p\u003e \u003cp\u003eAiming for Success in Action and Commitment 255\u003c\/p\u003e \u003cp\u003eFinding Your Brand’s North Star 256\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Following the Feeling: What’s the Role of Technology in Following the Feeling? 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAchieving Brand Lift-Off 269\u003c\/p\u003e \u003cp\u003eIndex 273\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866404827479,"sku":"9781119600497","price":18.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119600497.jpg?v=1722278487","url":"https:\/\/bookcurl.com\/products\/follow-the-feeling-9781119600497","provider":"Book Curl","version":"1.0","type":"link"}