Kai D. Wright | Follow the Feeling: Brand Building in A Noisy World | Talks at Google

Kai D. Wright, Columbia University lecturer, author, speaker, and marketing expert, discussed how to help you grow brand value in a digital era. Through research on 1,500 fast-growing companies and a systems-based approach to brand building, he proves that one metric trumps the hundreds of data points entangling brand value: feelings. Kai reveals the five brand touch points that matter most, putting them into a back-of-the-napkin simple system — LAVEC — to reveal a quick guide to resonate in the new normal. Within every organization — from the 100-year-old business fighting for survival in the Covid-19 era to emerging startups aiming for mainstream adoption — leaders track & triangulate a series of brand metrics that grows longer and longer with each new platform. Which metric is most important, are you even measuring the right one, and how do you use it to inform applying creativity strategically? Moderated by Fizz Ahmed. #FollowTheFeeling #KaiWright #ColumbiaUniversity