Follow the feeling : brand building in a noisy world / Kai D. Wright.
By: Wright, Kai [author.].
Publisher: Hoboken : Wiley, ©2019Edition: First Edition.Description: xvii, 286 pages : illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781119600497(hardback).Subject(s): Branding (Marketing) | BUSINESS & ECONOMICS / Marketing / GeneralGenre/Form: Print books.Summary: "In a world of increasing digital connectivity, the most important signal of brand health — whether a company, person, or nonprofit — is simply how you make others feel; and brands that resonate the strongest maintain a consistent, positive feeling across five branding territories — lexicon, audio cues, visual stimuli, experience, and culture. Based on research of 1,500 innovative and fast-growing companies, from Disney to SoulCycle, he uses pop culture to capture the attention of busy executives looking for practical ways to protect, build, and reboot their brands for growth. Combining his roots in economics from The University of Chicago and his academic teaching in communication at Columbia University, he breaks down the five parts of any brand that matter most — lexicon, audio cues, visual stimuli, experience, and culture (LAVEC) — through high-growth, industry defying, and global examples of brands nailing and failing to win customers. "--Summary: "In a world of increasing digital connectivity, the most important signal of brand health -- whether a company, person, or nonprofit -- is simply how you make others feel; and brands that resonate the strongest maintain a consistent, positive feeling across five branding territories -- lexicon, audio cues, visual stimuli, experience, and culture. Based on research of 1,500 innovative and fast-growing companies, from Disney to SoulCycle, he uses pop culture to capture the attention of busy executives looking for practical ways to protect, build, and reboot their brands for growth. Combining his roots in economics from The University of Chicago and his academic teaching in communication at Columbia University, he breaks down the five parts of any brand that matter most -- lexicon, audio cues, visual stimuli, experience, and culture (LAVEC) -- through high-growth, industry defying, and global examples of brands nailing and failing to win customers"--| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.1255 .W745 2019 (Browse shelf) | Available | AU00000000019587 |
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| HF5415.1255 .S75 2015 Unbrandable : how to succeed in the new brand space / | HF5415.1255 .T65 2020 Authenticity : building a brand in an insincere age / | HF5415.1255 .T87 2016 All about them : grow your business by focusing on others / | HF5415.1255 .W745 2019 Follow the feeling : brand building in a noisy world / | HF5415.1255 .Y68 2016 Brand media strategy : integrated communications planning in the digital era / | HF5415.12615 .M67 2018 The persuasion code : how neuromarketing can help you persuade anyone, anywhere, anytime / | HF5415.1263 .F65 2017 Marketing and supply chain management : a systemic approach / |
Includes index.
"In a world of increasing digital connectivity, the most important signal of brand health — whether a company, person, or nonprofit — is simply how you make others feel; and brands that resonate the strongest maintain a consistent, positive feeling across five branding territories — lexicon, audio cues, visual stimuli, experience, and culture. Based on research of 1,500 innovative and fast-growing companies, from Disney to SoulCycle, he uses pop culture to capture the attention of busy executives looking for practical ways to protect, build, and reboot their brands for growth. Combining his roots in economics from The University of Chicago and his academic teaching in communication at Columbia University, he breaks down the five parts of any brand that matter most — lexicon, audio cues, visual stimuli, experience, and culture (LAVEC) — through high-growth, industry defying, and global examples of brands nailing and failing to win customers. "--
"In a world of increasing digital connectivity, the most important signal of brand health -- whether a company, person, or nonprofit -- is simply how you make others feel; and brands that resonate the strongest maintain a consistent, positive feeling across five branding territories -- lexicon, audio cues, visual stimuli, experience, and culture. Based on research of 1,500 innovative and fast-growing companies, from Disney to SoulCycle, he uses pop culture to capture the attention of busy executives looking for practical ways to protect, build, and reboot their brands for growth. Combining his roots in economics from The University of Chicago and his academic teaching in communication at Columbia University, he breaks down the five parts of any brand that matter most -- lexicon, audio cues, visual stimuli, experience, and culture (LAVEC) -- through high-growth, industry defying, and global examples of brands nailing and failing to win customers"--