Follow the Feeling: Brand Building in a Noisy World

ISBN-13: 9781119600497 / Angielski / Twarda / 2019 / 304 str.

Kai D. Wright

Spis treści

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

O autorze

KAI D. WRIGHT is a strategic advisor to C-suite executives, founders, and talent. He has been recognized as a leader by Forbes, Adweek, and the Advertising Research Foundation. A frequent speaker at major conferences and Fortune 500 companies, Wright is a lecturer at Columbia University and global consulting partner at Ogilvy. He lives in New York City. www.kaidwright.com.