Follow the Feeling: Brand Builder

Brand Builder Lab
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Follow the Feeling is a brand-building podcast produced by Kai D. Wright, Columbia University lecturer and author of Follow the Feeling: Brand Building in a Noisy World. A companion to the award-winning book, the podcast offers expert guidance and proven methods to help individuals build emotionally resonant, community-powered brands. Each episode breaks down the five brand-building moments that matter most—Lexicon, Audio, Visuals, Experience, and Culture—while providing actionable strategies and inspiration to grow with clarity and purpose. Learn more at FollowTheFeeling.com.

Episodes

  1. 06/16/2025

    Daily Dose (Bonus) | Setting a Work-Life Destination | How to Ace Change to be Future Ready (Subscriber-only)

    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 guaranteesEmotionally connected customers have 3x higher lifetime value than just satisfied onesResearch from industry leaders including Kanter, Ipsos, Interbrand, and WARCThe LAVEC method provides a systematic framework for building brand resonanceLexicon (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 equityInspired 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.  💬 Text us. Support the show

    15 min

  2. 06/11/2025 · BONUS

    Daily Dose (Bonus) | Finding Your True North | Work-Life Destination to be Future Ready (Subscriber-only)

    In this episode, we dig into how navigating your career is like driving a car – you need a clear destination to avoid burning fuel but going nowhere.  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. Listen to get tips on the following: Understanding the broader landscape using the question: "What will people do more, do less, need more of, need less of over the next five years?"Identifying your zone of credibility by asking: "What three topics do people ask you about most?"Finding fulfillment at the intersection of emerging trends and your natural expertiseActivating your future vision by connecting your strengths to real-world needsBecoming more compelling by clearly articulating your specific direction and contributionUsing Arthur Ashe's philosophy: "Start where you are, use what you have, do what you can"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.  💬 Text us.

    5 min

  3. 05/14/2025 · BONUS

    Daily Dose (Bonus) | 3 Steps to Navigate Culture Ethically | Grow Brand Value with Earnestness, Empowerment, and Empathy | Subscriber-only

    In this episode, we explore Kai D. Wright's "culture-ethics pressure test" for communications, campaigns, and content. The three-part framework helps brands connect with communities authentically and ethically. This powerful approach gives marketers a way to check if their community engagement efforts are genuine, impactful, and culturally resonant. Take some time today and think about how these principles apply to what you're doing right now. What's one small step you can take to be more earnest, more empowering, and more empathetic? 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.  💬 Text us.

    7 min

  4. 04/23/2025

    Follow the Feeling: Brand Building | Chapter 2 | 3 Things to Know, 3 Things to Do, 3 Things to Share

    What's the connection between economics and communication? We explore that question, the theme of Chapter 2 in Kai D. Wright's insightful business book "Follow the Feeling: Brand Building in a Noisy World." Learn how Nobel laureates Daniel Kahneman and Gary Becker influenced brand strategy, consumer behavior, and demographics.  Using our 3x3 format, we give you 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.  💬 Text us.

    10 min

  5. 04/09/2025

    Follow the Feeling: Brand Building | Chapter 1 | 3 Things to Know, 3 Things to Do, 3 Things to Share

    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.  💬 Text us.

    10 min

  6. 03/27/2025

    Follow the Feeling: Brand Building | Preface and Introduction | 3 Things to Know, 3 Things to Do, 3 Things to Share

    We dive behind the scenes of "Follow the Feeling: Brand Building in a Noisy World" by Kai D Wright, offering a backstage pass to the Preface and Introduction.  In this episode, we unpack:  Surprising research from Bill Gross of Idealab reveals timing is more important than team or idea for startup successOnly half of Fortune 500 companies survive over time, highlighting the vulnerability of even established brandsToday's business landscape is increasingly social, data-driven, experiential, and digitally enabledThe LAVEC framework (Lexicon triggers, Audio cues, Visual stimuli, Experience drivers, and Cultural connections) provides a system for creating emotional brand connectionsHumans are "feeling machines that think" and emotions drive our decisions more than rational thoughtBrands like SoulCycle, Airbnb, Disney, and Gatorade have successfully embedded positive emotions in their DNAAssess what feeling your brand currently triggers and what feeling you want it to evokeEvaluate your brand across the five LAVEC territories to identify strengths and areas for improvement 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.  💬 Text us.

    17 min

  7. 03/25/2025

    Follow the Feeling: Brand Building | 3x3 Book Review | 3 Things to Know, 3 Things to Do, 3 Things to Share

    How do you get the most value out of any book? In this episode, we introduce a new formula for turning ideas into action, and action into inspiration for others.  We do the heavy lifting of breaking down the book so you don't have to: listen to learn the top three things to know, top three things to do, top three things to share with others.  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.  💬 Text us.

    14 min

  8. 03/25/2025 · BONUS

    Daily Dose (Bonus) | Building a Cult Brand | Lessons from Duolingo, Peloton, Liquid Death, and the NBA | Subscriber-only

    What do Peloton, Liquid Death, Crocs, and Duolingo all have in common? In this episode, we unpack the secret sauce behind cult brands—the ones that go way beyond product to spark deep emotional connection and community. From sonic branding and unique lingo to rituals, visual identity, and even shared enemies, we break down the patterns that turn customers into superfans. You’ll hear real-world examples, fresh insights, and a powerful takeaway: building a brand people believe in starts with authenticity, not imitation. Plus, we tease the upcoming 2025 workbook for "Follow the Feeling: Brand Building in a Noisy World." 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.  💬 Text us.

    4 min
  9. Workbook (Bonus) | Community & Feelings | Page 15-17 | Overview | Audio Lesson | Subscriber-only

    03/24/2025 · BONUS

    Workbook (Bonus) | Community & Feelings | Page 15-17 | Overview | Audio Lesson | Subscriber-only

    In this quick-hit episode, we dive into pages 15 to 17 of the Follow the Feeling Workbook—the “Community and Feeling” overview.  Think of it as your brand’s emotional cheat sheet: a fast, practical guide to understanding why the most powerful brands don’t just sell products—they build movements.  You’ll learn how to define your shared purpose, create meaningful engagement platforms, and celebrate your community in ways that build loyalty and trust. With examples from Peloton, ELF Beauty, and Red Bull, this episode shows how real-world brands build emotional connection, belonging, and advocacy.  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.  💬 Text us.

    11 min

  10. SEASON 1, EPISODE 1 TRAILER

    Follow the Feeling: Brand Building | Podcast and Book Preview

    In this episode, get an overview of "Follow the Feeling: Brand Building in a Noisy World."  You'll hear about the key takeaways of the book along with the LAVEC framework. Discover how cult brands from Disney to Peloton thrive in a cluttered world by unlocking their winning strategies around community, feelings, lexicon, audio, visuals, experience, and culture. 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.  💬 Text us.

    11 min

Trailer

About

Follow the Feeling is a brand-building podcast produced by Kai D. Wright, Columbia University lecturer and author of Follow the Feeling: Brand Building in a Noisy World. A companion to the award-winning book, the podcast offers expert guidance and proven methods to help individuals build emotionally resonant, community-powered brands. Each episode breaks down the five brand-building moments that matter most—Lexicon, Audio, Visuals, Experience, and Culture—while providing actionable strategies and inspiration to grow with clarity and purpose. Learn more at FollowTheFeeling.com.

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