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 brands from Disney to Peloton, the Columbia University lecturer and Ogilvy global consulting partner reveals five branding secrets — lexicon, audio, visuals, experience, and culture (LAVEC) — that will help you lean into the future without getting lost in data. Starting with behavioral principles rooted in economics and ending with a new systems-based approach calibrated for a hyper-connected audience,  Follow the Feeling  is a reminder that regardless of whether you're a startup, Fortune 500 company, non-profit, or even an individual, the most important indicator of brand value is simply how you make others feel. He wants to help you build a better brand; feelings are the blueprint. Sharing research, case studies, strategy frameworks, and quick-start tips on how to grow brands using the  LAVEC  system, the book takes readers on a journey in discovering, envisioning, and implementing culturally-infectious branding strategies. This book is full of secrets and shortcuts that will enable you and your team to use one branding system to: Invest time, energy, and resources in the parts of the brand that matter most - Efficiently create and deploy a comprehensive brand strategy - 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 Offering a wittingly refreshing testament that brands are not built on data obsession, but rather, brands are built on customer obsession that starts with empathy towards communities, this book is a must-have resource for the entire organization, helping each team member  unlock a growth path for your brand using the master key of feelings . Named Best Business Book of 2019 by Porchlight and BookPal. "Kai analyzes and draws actionable conclusions from a dizzying array of data on people and behavior, to deliver a convincing, persuasive suite of principles and practices any marketer should embrace." - Jason Chebib, Vice President, Consumer Planning, Diageo "Follow the Feeling brings to the reader an excellent guide on the role of emotion & neuroscience in brand building, translating principles into a path to grow your brand." - Manuel Garcia-Garcia, PhD, Adjunct Professor of Consumer Neuroscience at NYU and Global Lead of Neuroscience at Ipsos “Kai analyzes and draws actionable conclusions from a dizzying array of data on people and behavior, to deliver a convincing, persuasive suite of principles and practices any marketer should embrace.” ―Jason Chebib, Vice President, Consumer Planning, Diageo “ Follow the Feeling brings to the reader an excellent guide on the role of emotion and neuroscience in brand building, translating principles into a path to grow your brand.” ― Manual Garcia-Garcia, PhD, Adjunct Professor of Consumer Neuroscience at NYU and Global Lead of Neuroscience at Ipsos 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 brands from Disney to Peloton, the Columbia University lecturer and Ogilvy global consulting partner reveals five branding secrets — lexicon, audio, visuals, experience, and culture (LAVEC) — that will help you lean into the future without getting lost in data. Starting with behavioral principles rooted in economics and ending with a new systems-based approach calibrated for a hyper-connected audience, Follow the Feeling is a reminder that regardless of whether you're a startup, Fortune 500 company, non-profit, or even an individual, the most important indicator of brand value is simply how you make others feel. He wants to help you build a better brand; feelings are the blueprint. Sharing research, case studies, strategy frameworks, and quick-start tips on how to grow brands using the LAVEC system, the book takes readers on a journey in discovering, envisioning, and implementing culturally-infectious branding strategies. This book is full of secrets and shortcuts that will enable you and your team to use one branding system to: Invest time, energy, and resources in the parts of the brand that matter most - Efficiently create and deploy a comprehensive brand strategy - 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 Offering a wittingly refreshing testament that brands are not built on data obsession, but rather, brands are built on customer obsession that starts with empathy towards communities, this book is a must-have resourc