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Elevate Your Brand and Rise Above the Noise

In his new book Follow the Feeling, Brand Strategist Kai D. Wright answers every entrepreneur’s biggest question, how to make a brand stand out.


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 Worldauthor 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.

Follow the Feeling shows readers how to best position their brand to stand out, how to build a tribe of followers and engineer positivity across the most important branding territories for more growth and success. Follow the Feeling is available now.

About the author: Kai D. Wright is a strategy advisor to many Fortune 100 company leaders, startup founders, marketers and talent. He is also a Columbia University lecturer, Ogilvy global consulting partner, and has been recognized by Forbes, Adweek, Cablefax, and the Advertising Research Foundation for his leadership. Specializing in big launches, he has managed multiple $100 million integrated marketing campaigns for major companies such as McDonald’s, Bank of America, HP and more. In 2016, Wright launched Harlem Tech Village, a non-profit committed to closing the tech access and education gap for young adults.

About the Book: Follow the Feeling: Brand Building in a Noisy World (Wiley, August 2019, ISBN: 978-1-119-60049-7, $28.00, 304 pages).

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