Looking for a fresh perspective on brand building in today's chaotic digital landscape? We've distilled Chapter 1 from Kai D. Wright's game-changing book "Follow the Feeling: Brand Building in a Noisy World" into a practical preview for inspiration and motivation. In this chapter, learn the power of pattern recognition, get the foundations of what makes a strong brand, and hear about the work of Emilie Wapnik.
Using our 3x3 format, we deliver three (3) things to know, three (3) things to do, and three (3) things to share with others.
For creative inspiration, 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):
Okay, so you're in the right spot If you want to
sort of get the cheat sheet on acool approach to brand building
.
Speaker 2 (00:08):
Yeah.
Speaker 1 (00:08):
We've been looking at this book.
Follow the Feeling BrandBuilding in a Noisy World by Kai
D.
Wright.
Speaker 2 (00:17):
And.
Speaker 1 (00:18):
I got to say it's a bit different than your average
business book.
So think of us as your friendswho read it for you.
Speaker 2 (00:25):
Yeah, that's right, and are giving you the
highlights.
That's a good way to put it,you know.
And Wright brings like a reallyunique perspective to the table
too, because he's not just likean academic.
Speaker 1 (00:34):
Right.
Speaker 2 (00:35):
Who's you know throwing theories around.
He's advised like big companiesall across finance and tech,
and even beauty.
Speaker 1 (00:42):
Oh, wow.
Speaker 2 (00:42):
And he lectures at Columbia.
So he's really seen like whatworks and what doesn't.
Speaker 1 (00:47):
Yeah, he's got this amazing background and you can
tell that it's a mix of likereal world experience and then
also like really deep thinking,yeah, so what we're going to try
and do today is give you theessence of his ideas.
Speaker 2 (00:58):
Yeah.
Speaker 1 (00:58):
And you know sort of the core takeaways so you can
start thinking differently abouthow brands connect in today's
world.
Speaker 2 (01:04):
Such a crazy digital world out there.
Speaker 1 (01:05):
It really is.
Speaker 2 (01:07):
And so think of this as you're fast-tracked to
understanding his core arguments.
Speaker 1 (01:12):
That's great, and we're going to jump into the
first chapter with this coolformat three by three.
Speaker 2 (01:16):
Okay.
Speaker 1 (01:20):
So we'll talk about three things you should know,
three things you can do, andthen three things that are
really worth sharing.
Love it Just as a quick way tokind of grasp onto the core of
what he's talking about in thefirst chapter.
Speaker 2 (01:27):
Okay, let's do it.
Chapter one here we go.
Speaker 1 (01:29):
Yeah.
Speaker 2 (01:29):
Three by three lens First up three things to know.
Speaker 1 (01:33):
Okay.
Speaker 2 (01:34):
What really stood out to you as the most important
from this chapter.
Speaker 1 (01:37):
Well, the first thing that I think really resonated
was how Wright's earlyexperience moving to the US from
Germany and feeling like anoutsider, like that, actually
ended up being a really powerfulasset for him.
He talks about observing peopleand picking up on all these
nuances that other people mightmiss, and that different
(01:59):
perspective, that feeling ofbeing on the periphery.
Speaker 2 (02:02):
Really shaped his ability to kind of analyze and
understand different points ofview later on.
Speaker 1 (02:08):
It's amazing how these like really early,
sometimes formative experiencescan become such huge strengths.
Yeah, you know later on.
Speaker 2 (02:17):
I know it's like those things you don't expect.
Speaker 1 (02:19):
Yeah.
Speaker 2 (02:20):
He also talks about being part of this program for
gifted students.
Speaker 1 (02:24):
Right.
Speaker 2 (02:24):
Where he really developed his skills in spotting
patterns, putting the piecestogether and problem solving.
Speaker 1 (02:31):
Oh yeah.
Speaker 2 (02:32):
And you can see how those skills would be so crucial
for understanding the wholeworld of branding.
Speaker 1 (02:36):
You can totally see how that would play a role.
Yeah, it's all about patternsand connecting things.
Speaker 2 (02:40):
Absolutely Branding is all about understanding those
patterns in how consumersbehave Right and then bringing
all these different elementstogether to create that unified
message.
Absolutely Branding is allabout understanding those
patterns in how consumers behaveRight and then bringing all
these different elementstogether to create that unified
message Right.
So the second key thing to knowactually comes from his time
teaching at Columbia.
Okay, there was this classroomexercise about reimagining the
New York City subway system.
Speaker 1 (02:59):
Wow.
Speaker 2 (03:00):
And it led him to a really fundamental insight about
brands.
He realized that brands aredriven by these two main forces,
what they say he calls thelexicon and what they do which
is the overall experience thatthey create.
Speaker 1 (03:16):
So simple, but so powerful, I know Right.
Speaker 2 (03:18):
When you think about it.
Speaker 1 (03:19):
It makes you immediately evaluate brands that
you know and think about.
Are they walking the walk?
Speaker 2 (03:24):
Yeah, exactly.
Speaker 1 (03:25):
Talking the talk, you know, is there that consistency
or that inconsistency?
Speaker 2 (03:29):
Yeah, and that consistency, or lack thereof, is
so important for building trust, yes, and creating a strong
identity for your brand.
Speaker 1 (03:35):
Yeah.
Speaker 2 (03:36):
So that leads us to the third thing from this
chapter that I think is reallyimportant, okay, which is
Wright's own career journey.
Makes sense he draws thisreally clear contrast between
his early days working at Ogilvy.
Speaker 1 (03:50):
Oh yeah.
Speaker 2 (03:50):
Where the focus was on making brands truly matter in
a world before the internet waseverywhere.
Speaker 1 (03:55):
Right.
Speaker 2 (03:56):
And his later experiences working more in the
digital landscape, where there'sthis constant pressure to
persuade or else-.
Speaker 1 (04:02):
It's such a different world right.
Speaker 2 (04:04):
It is such a huge shift, you know, from building
that meaningful connection tothis constant drive to convert
people right away.
Speaker 1 (04:13):
It really highlights the whole evolution of marketing
and brand strategy.
Speaker 2 (04:17):
Oh yeah.
Speaker 1 (04:18):
Okay, so those are three super key things to know
from chapter one.
Speaker 2 (04:21):
Yeah.
Speaker 1 (04:22):
Now let's think about our listeners.
You know, what can you actuallydo with this information?
Speaker 2 (04:28):
That's the important part.
Speaker 1 (04:29):
Yeah, what are three action items that we can give
them?
Speaker 2 (04:33):
Well, first, taking a cue from Wright's experience as
an outsider, I think it'svaluable to reflect on times
when you might have felt like anoutsider yourself.
Speaker 1 (04:42):
That's interesting.
Speaker 2 (04:43):
Even in really subtle ways, you know.
Speaker 1 (04:45):
Yeah.
Speaker 2 (04:45):
Think about how did that experience shape your
perspective.
Yeah, think about how did thatexperience shape your
perspective.
Speaker 1 (04:50):
Yeah.
Speaker 2 (04:50):
Could that unique point of view that you gained
from that actually be a strengthin how you approach your own
work Right, or your projectsTotally, you know?
Think about those times whenyou felt a little bit different
and the insights that you gainedfrom them.
Speaker 1 (05:02):
It's like turning what might have felt like a
negative into a positive.
Speaker 2 (05:06):
Exactly so.
The second thing you can do isactually analyze a brand okay
that stands out to you, eitherpositively or negatively.
Okay, use that lexicon andexperience framework we just
talked about, right?
What are they saying in theirmarketing materials on our
website?
Yeah and their customer serviceinteractions, and what's the
actual experience of interactingwith their products or using
(05:30):
their service?
Speaker 1 (05:31):
Yeah.
Speaker 2 (05:31):
What overall feeling do those two things create for
you?
Speaker 1 (05:35):
That's a good question.
Speaker 2 (05:36):
Are they in sync?
Speaker 1 (05:37):
Yeah.
Speaker 2 (05:37):
So it's really a practical way to look at it.
It is, you know moving beyondjust liking or disliking a brand
.
Speaker 1 (05:43):
Yeah.
Speaker 2 (05:44):
But really understanding why.
Speaker 1 (05:45):
Yeah, I like that.
Speaker 2 (05:46):
And the third thing you can do is consider the core
message you're trying tocommunicate yourself.
Okay, whether it's for your ownpersonal brand or for your
company, right?
What is that feeling that youwant to evoke in others?
Speaker 1 (05:58):
Yeah.
Speaker 2 (05:59):
How are you currently trying to persuade them Right,
especially in this world wherewe have so many different
platforms?
Speaker 1 (06:06):
It's so true.
Speaker 2 (06:07):
Could you be more intentional about aligning your
message?
Speaker 1 (06:10):
Yeah.
Speaker 2 (06:10):
How you deliver it.
Yeah, to create that feeling.
Speaker 1 (06:13):
Yeah, that's crucial advice for anyone who's trying
to make an impact.
Speaker 2 (06:16):
Yeah.
Speaker 1 (06:17):
Because you've got to think about that emotional
connection, not just theinformation that you're putting
out there, right, okay, so we'vegot our no's, we've got our
do's, yeah, yeah.
Let's move on to three thingsthat you can share from this
chapter.
All right, these are ideas thatmight spark some really
interesting conversations withyour colleagues, your friends,
whoever.
Speaker 2 (06:35):
That's right.
Speaker 1 (06:36):
So what's the first shareable concept?
Speaker 2 (06:39):
Well, the first one is actually this term that uses
brand promiscuity.
Speaker 1 (06:44):
Okay.
Speaker 2 (06:45):
Which is kind of a funny way.
Speaker 1 (06:46):
Oh, wow.
Speaker 2 (06:46):
But he uses it to describe agency planners who
work with all these differentbrands.
Speaker 1 (06:51):
I see.
Speaker 2 (06:52):
You know, across different industries.
Speaker 1 (06:53):
Makes sense.
Speaker 2 (06:54):
And I think it's an interesting way to think about
the benefits of being exposed toall these different approaches
to branding.
Speaker 1 (07:02):
Yeah.
Speaker 2 (07:03):
You know, so sharing this with people might spark a
discussion about how lookingoutside your own immediate field
Right Can bring in fresh ideas.
Speaker 1 (07:11):
It's like flipping the idea of specialization on
its head and saying hey,sometimes a broader view is
actually better.
Speaker 2 (07:17):
Exactly.
Speaker 1 (07:18):
I like it Okay, what about the second idea?
Speaker 2 (07:21):
The second one is Wright's belief that data alone
doesn't give you the full storyabout a brand's health
Interesting.
He really stresses howimportant it about a brand's
health Interesting he reallystresses how important it is to
understand the feeling that abrand creates.
Speaker 1 (07:35):
Makes sense.
Speaker 2 (07:36):
So maybe you could ask colleagues or friends to
think about brands that theyhave a strong emotional
connection with, whetherpositive or negative.
Speaker 1 (07:43):
Yeah.
Speaker 2 (07:44):
It's a great way to bring that human element into
branding that sometimes thosenumbers miss.
Speaker 1 (07:48):
It's so easy to get caught up in all the metrics.
Speaker 2 (07:50):
Oh yeah.
Speaker 1 (07:51):
That we forget about the core human emotions.
Speaker 2 (07:54):
Right.
Speaker 1 (07:54):
That drive all those decisions in the first place,
right, okay, and a third thingto share.
Speaker 2 (08:00):
Last but not least, mention Wright's observation
about how complex persuasion isin today's world there are so
many channels so much data totry and sift through.
He calls for a more streamlinedapproach that focuses on the
core emotion that the brandwants to inspire.
Speaker 1 (08:18):
Makes sense.
Speaker 2 (08:19):
So this can really resonate with anyone who feels
overwhelmed by the digitalmarketing landscape.
Speaker 1 (08:24):
Oh my gosh.
Yes, it's so overwhelming.
Speaker 2 (08:26):
I know right, yeah, and it might spark a
conversation about simplifyingthose strategies.
Speaker 1 (08:31):
Yeah, I mean, sometimes the most effective
thing is just to like cutthrough the noise and really
focus on that human connection.
Speaker 2 (08:37):
Yeah, okay, that's so important.
Speaker 1 (08:39):
So we have done our three by three.
Look at chapter one.
Hopefully it's given you guys agood taste of his thinking.
Yeah, I think so, but he endsby saying that the next chapters
are going to dive deeper intoemotions, consumer behavior and
all the ways that you can usefeelings in branding.
Speaker 2 (08:55):
Sounds really interesting.
Speaker 1 (08:57):
It does.
Speaker 2 (08:57):
I'm excited to keep reading.
Speaker 1 (08:58):
Yeah.
So to sum it all up for youguys, yeah.
The core message of Follow theFeeling is that, in today's
world, where everyone isshouting for attention, right
and there's so much noise.
It's true, really understandingand using the feelings that you
create in your audience wasabsolutely crucial for building
a brand that not only survivesbut thrives that's the key and
(09:21):
for those of you who want toexplore this stuff further right
we have some great news.
What's that?
He right is releasing a workbookthat goes along with Follow the
Feeling this summer.
Okay, so that'll give you areally practical way to dig in
and apply these concepts.
Speaker 2 (09:37):
That's really cool.
Speaker 1 (09:38):
And for even more creative inspiration daily and
weekly, follow the Brand BuilderLab podcast and follow Kai on
LinkedIn.
Speaker 2 (09:47):
Great advice Okay.
Speaker 1 (09:48):
Until next time, keep following those feelings.
Speaker 2 (09:51):
I will.
Speaker 1 (09:51):
And we'll see you.
Speaker 2 (09:52):
Sounds good.
Okay, so you're in the right spot If you want to
sort of get the cheat sheet on acool approach to brand building
.
Speaker 2 (00:08):
Yeah.
Speaker 1 (00:08):
We've been looking at this book.
Follow the Feeling BrandBuilding in a Noisy World by Kai
D.
Wright.
Speaker 2 (00:17):
And.
Speaker 1 (00:18):
I got to say it's a bit different than your average
business book.
So think of us as your friendswho read it for you.
Speaker 2 (00:25):
Yeah, that's right, and are giving you the
highlights.
That's a good way to put it,you know.
And Wright brings like a reallyunique perspective to the table
too, because he's not just likean academic.
Speaker 1 (00:34):
Right.
Speaker 2 (00:35):
Who's you know throwing theories around.
He's advised like big companiesall across finance and tech,
and even beauty.
Speaker 1 (00:42):
Oh, wow.
Speaker 2 (00:42):
And he lectures at Columbia.
So he's really seen like whatworks and what doesn't.
Speaker 1 (00:47):
Yeah, he's got this amazing background and you can
tell that it's a mix of likereal world experience and then
also like really deep thinking,yeah, so what we're going to try
and do today is give you theessence of his ideas.
Speaker 2 (00:58):
Yeah.
Speaker 1 (00:58):
And you know sort of the core takeaways so you can
start thinking differently abouthow brands connect in today's
world.
Speaker 2 (01:04):
Such a crazy digital world out there.
Speaker 1 (01:05):
It really is.
Speaker 2 (01:07):
And so think of this as you're fast-tracked to
understanding his core arguments.
Speaker 1 (01:12):
That's great, and we're going to jump into the
first chapter with this coolformat three by three.
Speaker 2 (01:16):
Okay.
Speaker 1 (01:20):
So we'll talk about three things you should know,
three things you can do, andthen three things that are
really worth sharing.
Love it Just as a quick way tokind of grasp onto the core of
what he's talking about in thefirst chapter.
Speaker 2 (01:27):
Okay, let's do it.
Chapter one here we go.
Speaker 1 (01:29):
Yeah.
Speaker 2 (01:29):
Three by three lens First up three things to know.
Speaker 1 (01:33):
Okay.
Speaker 2 (01:34):
What really stood out to you as the most important
from this chapter.
Speaker 1 (01:37):
Well, the first thing that I think really resonated
was how Wright's earlyexperience moving to the US from
Germany and feeling like anoutsider, like that, actually
ended up being a really powerfulasset for him.
He talks about observing peopleand picking up on all these
nuances that other people mightmiss, and that different
(01:59):
perspective, that feeling ofbeing on the periphery.
Speaker 2 (02:02):
Really shaped his ability to kind of analyze and
understand different points ofview later on.
Speaker 1 (02:08):
It's amazing how these like really early,
sometimes formative experiencescan become such huge strengths.
Yeah, you know later on.
Speaker 2 (02:17):
I know it's like those things you don't expect.
Speaker 1 (02:19):
Yeah.
Speaker 2 (02:20):
He also talks about being part of this program for
gifted students.
Speaker 1 (02:24):
Right.
Speaker 2 (02:24):
Where he really developed his skills in spotting
patterns, putting the piecestogether and problem solving.
Speaker 1 (02:31):
Oh yeah.
Speaker 2 (02:32):
And you can see how those skills would be so crucial
for understanding the wholeworld of branding.
Speaker 1 (02:36):
You can totally see how that would play a role.
Yeah, it's all about patternsand connecting things.
Speaker 2 (02:40):
Absolutely Branding is all about understanding those
patterns in how consumersbehave Right and then bringing
all these different elementstogether to create that unified
message.
Absolutely Branding is allabout understanding those
patterns in how consumers behaveRight and then bringing all
these different elementstogether to create that unified
message Right.
So the second key thing to knowactually comes from his time
teaching at Columbia.
Okay, there was this classroomexercise about reimagining the
New York City subway system.
Speaker 1 (02:59):
Wow.
Speaker 2 (03:00):
And it led him to a really fundamental insight about
brands.
He realized that brands aredriven by these two main forces,
what they say he calls thelexicon and what they do which
is the overall experience thatthey create.
Speaker 1 (03:16):
So simple, but so powerful, I know Right.
Speaker 2 (03:18):
When you think about it.
Speaker 1 (03:19):
It makes you immediately evaluate brands that
you know and think about.
Are they walking the walk?
Speaker 2 (03:24):
Yeah, exactly.
Speaker 1 (03:25):
Talking the talk, you know, is there that consistency
or that inconsistency?
Speaker 2 (03:29):
Yeah, and that consistency, or lack thereof, is
so important for building trust, yes, and creating a strong
identity for your brand.
Speaker 1 (03:35):
Yeah.
Speaker 2 (03:36):
So that leads us to the third thing from this
chapter that I think is reallyimportant, okay, which is
Wright's own career journey.
Makes sense he draws thisreally clear contrast between
his early days working at Ogilvy.
Speaker 1 (03:50):
Oh yeah.
Speaker 2 (03:50):
Where the focus was on making brands truly matter in
a world before the internet waseverywhere.
Speaker 1 (03:55):
Right.
Speaker 2 (03:56):
And his later experiences working more in the
digital landscape, where there'sthis constant pressure to
persuade or else-.
Speaker 1 (04:02):
It's such a different world right.
Speaker 2 (04:04):
It is such a huge shift, you know, from building
that meaningful connection tothis constant drive to convert
people right away.
Speaker 1 (04:13):
It really highlights the whole evolution of marketing
and brand strategy.
Speaker 2 (04:17):
Oh yeah.
Speaker 1 (04:18):
Okay, so those are three super key things to know
from chapter one.
Speaker 2 (04:21):
Yeah.
Speaker 1 (04:22):
Now let's think about our listeners.
You know, what can you actuallydo with this information?
Speaker 2 (04:28):
That's the important part.
Speaker 1 (04:29):
Yeah, what are three action items that we can give
them?
Speaker 2 (04:33):
Well, first, taking a cue from Wright's experience as
an outsider, I think it'svaluable to reflect on times
when you might have felt like anoutsider yourself.
Speaker 1 (04:42):
That's interesting.
Speaker 2 (04:43):
Even in really subtle ways, you know.
Speaker 1 (04:45):
Yeah.
Speaker 2 (04:45):
Think about how did that experience shape your
perspective.
Yeah, think about how did thatexperience shape your
perspective.
Speaker 1 (04:50):
Yeah.
Speaker 2 (04:50):
Could that unique point of view that you gained
from that actually be a strengthin how you approach your own
work Right, or your projectsTotally, you know?
Think about those times whenyou felt a little bit different
and the insights that you gainedfrom them.
Speaker 1 (05:02):
It's like turning what might have felt like a
negative into a positive.
Speaker 2 (05:06):
Exactly so.
The second thing you can do isactually analyze a brand okay
that stands out to you, eitherpositively or negatively.
Okay, use that lexicon andexperience framework we just
talked about, right?
What are they saying in theirmarketing materials on our
website?
Yeah and their customer serviceinteractions, and what's the
actual experience of interactingwith their products or using
(05:30):
their service?
Speaker 1 (05:31):
Yeah.
Speaker 2 (05:31):
What overall feeling do those two things create for
you?
Speaker 1 (05:35):
That's a good question.
Speaker 2 (05:36):
Are they in sync?
Speaker 1 (05:37):
Yeah.
Speaker 2 (05:37):
So it's really a practical way to look at it.
It is, you know moving beyondjust liking or disliking a brand
.
Speaker 1 (05:43):
Yeah.
Speaker 2 (05:44):
But really understanding why.
Speaker 1 (05:45):
Yeah, I like that.
Speaker 2 (05:46):
And the third thing you can do is consider the core
message you're trying tocommunicate yourself.
Okay, whether it's for your ownpersonal brand or for your
company, right?
What is that feeling that youwant to evoke in others?
Speaker 1 (05:58):
Yeah.
Speaker 2 (05:59):
How are you currently trying to persuade them Right,
especially in this world wherewe have so many different
platforms?
Speaker 1 (06:06):
It's so true.
Speaker 2 (06:07):
Could you be more intentional about aligning your
message?
Speaker 1 (06:10):
Yeah.
Speaker 2 (06:10):
How you deliver it.
Yeah, to create that feeling.
Speaker 1 (06:13):
Yeah, that's crucial advice for anyone who's trying
to make an impact.
Speaker 2 (06:16):
Yeah.
Speaker 1 (06:17):
Because you've got to think about that emotional
connection, not just theinformation that you're putting
out there, right, okay, so we'vegot our no's, we've got our
do's, yeah, yeah.
Let's move on to three thingsthat you can share from this
chapter.
All right, these are ideas thatmight spark some really
interesting conversations withyour colleagues, your friends,
whoever.
Speaker 2 (06:35):
That's right.
Speaker 1 (06:36):
So what's the first shareable concept?
Speaker 2 (06:39):
Well, the first one is actually this term that uses
brand promiscuity.
Speaker 1 (06:44):
Okay.
Speaker 2 (06:45):
Which is kind of a funny way.
Speaker 1 (06:46):
Oh, wow.
Speaker 2 (06:46):
But he uses it to describe agency planners who
work with all these differentbrands.
Speaker 1 (06:51):
I see.
Speaker 2 (06:52):
You know, across different industries.
Speaker 1 (06:53):
Makes sense.
Speaker 2 (06:54):
And I think it's an interesting way to think about
the benefits of being exposed toall these different approaches
to branding.
Speaker 1 (07:02):
Yeah.
Speaker 2 (07:03):
You know, so sharing this with people might spark a
discussion about how lookingoutside your own immediate field
Right Can bring in fresh ideas.
Speaker 1 (07:11):
It's like flipping the idea of specialization on
its head and saying hey,sometimes a broader view is
actually better.
Speaker 2 (07:17):
Exactly.
Speaker 1 (07:18):
I like it Okay, what about the second idea?
Speaker 2 (07:21):
The second one is Wright's belief that data alone
doesn't give you the full storyabout a brand's health
Interesting.
He really stresses howimportant it about a brand's
health Interesting he reallystresses how important it is to
understand the feeling that abrand creates.
Speaker 1 (07:35):
Makes sense.
Speaker 2 (07:36):
So maybe you could ask colleagues or friends to
think about brands that theyhave a strong emotional
connection with, whetherpositive or negative.
Speaker 1 (07:43):
Yeah.
Speaker 2 (07:44):
It's a great way to bring that human element into
branding that sometimes thosenumbers miss.
Speaker 1 (07:48):
It's so easy to get caught up in all the metrics.
Speaker 2 (07:50):
Oh yeah.
Speaker 1 (07:51):
That we forget about the core human emotions.
Speaker 2 (07:54):
Right.
Speaker 1 (07:54):
That drive all those decisions in the first place,
right, okay, and a third thingto share.
Speaker 2 (08:00):
Last but not least, mention Wright's observation
about how complex persuasion isin today's world there are so
many channels so much data totry and sift through.
He calls for a more streamlinedapproach that focuses on the
core emotion that the brandwants to inspire.
Speaker 1 (08:18):
Makes sense.
Speaker 2 (08:19):
So this can really resonate with anyone who feels
overwhelmed by the digitalmarketing landscape.
Speaker 1 (08:24):
Oh my gosh.
Yes, it's so overwhelming.
Speaker 2 (08:26):
I know right, yeah, and it might spark a
conversation about simplifyingthose strategies.
Speaker 1 (08:31):
Yeah, I mean, sometimes the most effective
thing is just to like cutthrough the noise and really
focus on that human connection.
Speaker 2 (08:37):
Yeah, okay, that's so important.
Speaker 1 (08:39):
So we have done our three by three.
Look at chapter one.
Hopefully it's given you guys agood taste of his thinking.
Yeah, I think so, but he endsby saying that the next chapters
are going to dive deeper intoemotions, consumer behavior and
all the ways that you can usefeelings in branding.
Speaker 2 (08:55):
Sounds really interesting.
Speaker 1 (08:57):
It does.
Speaker 2 (08:57):
I'm excited to keep reading.
Speaker 1 (08:58):
Yeah.
So to sum it all up for youguys, yeah.
The core message of Follow theFeeling is that, in today's
world, where everyone isshouting for attention, right
and there's so much noise.
It's true, really understandingand using the feelings that you
create in your audience wasabsolutely crucial for building
a brand that not only survivesbut thrives that's the key and
(09:21):
for those of you who want toexplore this stuff further right
we have some great news.
What's that?
He right is releasing a workbookthat goes along with Follow the
Feeling this summer.
Okay, so that'll give you areally practical way to dig in
and apply these concepts.
Speaker 2 (09:37):
That's really cool.
Speaker 1 (09:38):
And for even more creative inspiration daily and
weekly, follow the Brand BuilderLab podcast and follow Kai on
LinkedIn.
Speaker 2 (09:47):
Great advice Okay.
Speaker 1 (09:48):
Until next time, keep following those feelings.
Speaker 2 (09:51):
I will.
Speaker 1 (09:51):
And we'll see you.
Speaker 2 (09:52):
Sounds good.
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