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June 16, 2025 6 mins

In this episode, we explore how building genuine emotional connections drives brand growth and longevity in today's turbulent market. Data shows emotion-driven brands see 3x greater lift, double the profitability, and grow value 2.5x faster than competitors focused solely on product features.

Listen to hear more about what's shaping fast-growing brands:

  • Since 2000, over half of Fortune 500 companies have disappeared, proving size and history aren't guarantees
  • Emotionally connected customers have 3x higher lifetime value than just satisfied ones
  • Research from industry leaders including Kanter, Ipsos, Interbrand, and WARC
  • The LAVEC method provides a systematic framework for building brand resonance
  • Lexicon (words), Audio (sounds), Visual (style), Experience (behaviors), Culture (empowerment)
  • Case study: Coca-Cola vs Pepsi demonstrates how emotional assets create lasting advantage, unpacking their growth from 1985 through 2025 
  • Why ads with strong emotional pull are 4x more likely to build brand equity

Inspired by the Brand Builder Lab newsletter, this discussion on why the secret to standing out isn't just talking about your past accomplishments but clearly articulating the future you want to build.

Whether you’re building a startup or refreshing your brand, this is your blueprint for turning an audience into a tribe.

Subscribe to the weekly Brand Builder Lab newsletter

Produced by Kai D. Wright. Follow Kai on LinkedIn

Buy the companion book, "Follow the Feeling: Brand Building in a Noisy World" on Amazon

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey there, welcome to the Brand Builder Lab.

Speaker 2 (00:01):
Great to be here.

Speaker 1 (00:02):
This is your daily dose of creative inspiration,
designed to help you build abrand that you know really
stands out and thrives in thisincredibly noisy world we're in.

Speaker 2 (00:11):
Absolutely.
It's definitely a challenge outthere.

Speaker 1 (00:15):
Today we're digging into some fascinating stuff
straight from the Brand BuilderLab newsletter by the brilliant
Kai D Wright you know the brandexpert, columbia lecturer and
author and our mission todayreally unpack what it takes to
build brands that truly connect,that resonate right now.

Speaker 2 (00:34):
Yeah, and it's crucial because the landscape is
well turbulent.
Think about this Since 2000,.
Over half of the Fortune 500companies, they're gone.

Speaker 1 (00:44):
Wow, over half, over half of the fortune 500
companies.

Speaker 2 (00:45):
They're gone.
Wow over half.
Yeah, it just shows that youknow, the old advantage is just
being huge or having been aroundforever, they just aren't
guarantees anymore.
Things are shifting okay.

Speaker 1 (00:52):
So if size and history aren't the magic bullets
, what is working?
The newsletter points tosomething really interesting it
does.

Speaker 2 (00:59):
The core idea is that lasting growth isn't really
about the short-term numbers weoften chase.
It's about feelings.

Speaker 1 (01:06):
Feelings?
Okay, tell me more.

Speaker 2 (01:07):
It's about forging genuine emotional connections.
That's what builds culturalrelevance, what creates that
fierce community loyalty.

Speaker 1 (01:16):
Right, that makes sense, and there's data to back
this up.

Speaker 2 (01:18):
Oh, definitely, the data is pretty eye-opening.
Actually, Brands that reallylean into emotion they see like
three times greater brand lift,according to Ipsos.
Three times and campaigns builton emotion can be twice as
profitable as ones just focusedon, you know, rational features.
That's from a work.

Speaker 1 (01:36):
Double the profit just by focusing on feeling.

Speaker 2 (01:38):
That's huge it is, and Kantar found that brands
people see as both meaningfuland different.
Well, they grow the value twoand a half times faster.

Speaker 1 (01:46):
Okay, so it's not just fluffy stuff Not at all.

Speaker 2 (01:48):
And get this.
Combine that big picture, brandbuilding, the emotional stuff
with your performance ads, youcould see total revenue ROI jump
by up to 90% 90%.
Plus, emotive brands often haveabout one and a half times the
pricing power.

Speaker 1 (02:02):
The link between emotion and business results one
and a half times the pricingpower, the link between emotion
and business results.
And you see this playing out,don't you?
With brands like Liquid Deathor ELF Beauty, Glossier, even
Duolingo, Oatly, poppi.

Speaker 2 (02:13):
Exactly.
They're not just pushingproduct.

Speaker 1 (02:15):
No, they're building these like communities, creating
belonging and identity peopleconnect with.

Speaker 2 (02:20):
That's the key.
They harness that feeling.
The newsletter even suggeststhat creator-led brands think Mr
Beast could potentially outpacethe big guys because they start
with that built-in communitybond.

Speaker 1 (02:32):
So how do you actually build that
intentionally?
It sounds a bit like magic.

Speaker 2 (02:36):
Well, it can feel like it, but there's actually a
method.
It's called the LAVEC method,pronounced LAVEC method
pronounced LAVEC.

Speaker 1 (02:42):
Okay, yeah.

Speaker 2 (02:43):
It's a framework Kai developed after studying
something like 1,500fast-growing brands.
It's a systems-based way tothink about building that
resonance.

Speaker 1 (02:51):
So, more than just a buzzword, it's a practical
system.

Speaker 2 (02:54):
Precisely.
It helps you look at your brandholistically across all those
emotional dimensions and youdon't need like formal training.
It's about applying creativity.

Speaker 1 (03:03):
Okay.

Speaker 2 (03:10):
I'm listening.
What are the parts Right?
So L-A-V-E-C.
L is for lexicon triggers, thespecific words, the insider
language.
A is audio cues, sounds, music,voice.
V is visual stimuli, logocolors, everything you see.
E is the experience driver howinteracting with the brand
actually feels.
And C is cultural connectionshow the brand fits into the
wider culture, builds thatbelonging.

Speaker 1 (03:27):
Lexicon audio visual experience culture L-A-V-E-C.

Speaker 2 (03:31):
Got it.
It's about shaping that feelingacross every single touch point
to earn trust and spark loyalty.

Speaker 1 (03:37):
Let's take a classic example, like Coke versus Pepsi.
The newsletter mentioned them.

Speaker 2 (03:42):
Perfect example.
Back in 85, they were basicallyneck and neck in market share.
But think about Coca-Cola.
Right, they've consistentlybuilt these deep, distinct
emotional assets.
I mean, coke is supposedly thesecond most recognized English
word.
That says something about theirlexicon and cultural connection
.

Speaker 1 (03:57):
Wow yeah, they always rank super high in brand value.

Speaker 2 (04:00):
Exactly Now.
Pepsi's grown too obviously andmade smart moves like adding
poppy.
But Coke really shows the powerof playing the long game,
building that specific feelingover decades.
Emotional relevance is key.

Speaker 1 (04:13):
And that emotional connection.
It pays off directly withcustomers right.

Speaker 2 (04:15):
Hugely Get this Motista found.
Emotionally connected customershave a 306 percent higher
lifetime value.

Speaker 1 (04:22):
Whoa 306 percent.

Speaker 2 (04:23):
And HBR says they're more than twice as valuable as
customers who are just highlysatisfied.

Speaker 1 (04:28):
So satisfied is good, but connected is gold
Absolutely.

Speaker 2 (04:32):
Even with digital ads , Kantar and Effectiva found ads
with strong emotional pull arefour times more likely to build
brand equity.

Speaker 1 (04:40):
Four times.

Speaker 2 (04:41):
And Nielsen data shows ads with above average
emotional response drive 23%more sales.
Plus, 71% of customersrecommend brands based on that
emotional connection.
It's not soft stuff, it's hardresults.

Speaker 1 (04:53):
Okay, this is clearly grounded in serious thinking.
You mentioned Kai's book Followthe Feeling.
It touches on this systematicapproach.

Speaker 2 (05:00):
It does.
The LAVSC method drawsinspiration from people like
Donella Meadows on systemsthinking, Daniel Kahneman on
behavior, Richard Thaler onchoice.
It's structured, it's evidencebased.

Speaker 1 (05:12):
So for everyone listening, whether you're just
starting out or leading a hugebrand- Right.

Speaker 2 (05:16):
The message is clear Intentionally building that
emotional connection, thatcommunity feeling.
It's not optional anymore, it'sfundamental.
Like Kai says, focus on whatmatters most the emotions, the
feelings.

Speaker 1 (05:30):
So the big takeaway from today's Brand Builder Lab
dose winning means following thefeeling.
Build those genuine emotionalties within your community, and
LAVEC gives you a framework, apowerful one.
To explore this more definitely.
Check out the Brand Builder Labnewsletter on LinkedIn and grab
Kai D Wright's book Follow theFeeling Brand Building in a
Noisy World.

(05:50):
It really dives into thesecrets of these fast-growing
brands.

Speaker 2 (05:53):
And hey, don't forget , you can actually download a
free PDF guide covering theBrand Builder Lab stuff we
talked about.
Great for saving, sharing orusing in a brainstorm.
Just head to the newsletter onLinkedIn to get it.

Speaker 1 (06:04):
Awesome.
Okay, here's a nod to leave youwith thinking about your brand.
What's one specific way youcould start building a stronger
emotional connection with yourcommunity, maybe even today?

Speaker 2 (06:14):
Good question to ponder.

Speaker 1 (06:16):
See you next time in the Brand Builder Lab.
Let's get to work.
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