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In this episode of Deep Thoughts with Michelle Handy, we explore the future of branding, identity, and influence with Kai D. Wright—brand strategist, Columbia lecturer, and author of Follow the Feeling.
Kai shares insights from his research into 1,500 fast-growing brands and introduces the LAVEC framework (Lexicon, Audio, Visuals, Experience, Culture)—a systems-thinking approach to building emotionally resonant brands that thrive in noisy, complex markets. We also explore the ACE method (Activate, Condition, Execute), his new personal strategy for navigating change, building resilience, and owning your voice in an AI-driven, creator-powered world.
Whether you’re a strategist, behavioral scientist, UX researcher, or creative entrepreneur, this episode is packed with frameworks, real-world stories, and practical strategies to help you elevate both your career and your personal brand.
In This Episode, You’ll Learn:
- Why today’s most successful brands feel more like rituals than campaigns
- How to apply the LAVEC framework to both brands and personal presence
- What Peloton, Duolingo, and Liquid Death can teach us about emotional connection
- Why communities—not companies—are now the center of brand power
- How to “ACE” your next move and future-proof your career
- The most common mistake smart people make when building a personal brand
- How to turn failure into feedback and momentum in the creator economy
Featured Guest: Kai D. Wright
Kai is a global brand strategist, educator at Columbia Business School, and author of Follow the Feeling: Brand Building in a Noisy World. He was named to the Thinkers50 list of top global business thinkers and has helped shape the growth of brands like American Express, Merck, Ford, and IBM. His upcoming book Hotshot: How to ACE Change helps professionals navigate change with clarity and creativity.
Resources & Mentions
- Follow the Feeling on Amazon (also available on Audible, Spotify, and Apple Books)
- How to Hack Brand Building in a Noisy World (for methods behind the LAVEC framework)
- Ipsos Study: The Power of You
- SXSW Talk: Brand Building in the Age of AI (start around minute 33)
- Brand Builder Lab – Kai’s LinkedIn newsletter for creative strategy and inspiration
Get in Touch
Have thoughts about this episode? Connect with Dr. Michelle Handy on LinkedIn and follow Deep Thoughts for more insights at the intersection of behavioral science, tech, and design.
Deep Thoughts with Michelle Handy explores the intersections of behavioral science, tech, and design through engaging conversations with thought leaders. Whether you're building products, leading teams, or navigating your own career journey, each episode delivers practical insights to inspire personal growth and drive innovation.
