L.E.A.D. Brand System™ A Strategic Framework for Emotionally Intelligent, AI-Augmented Brand Building

Daria Malykina

Citation: Daria Malykina, "L.E.A.D. Brand System™ A Strategic Framework for Emotionally Intelligent, AI-Augmented Brand Building", Universal Library of Business and Economics, Volume 02, Issue 04.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Against the backdrop of the rapid expansion of artificial intelligence technologies and their large-scale integration into marketing processes, contemporary brands face a key paradox: tools designed to deepen relationships with the consumer often lead to the atomization and depersonalization of the customer experience. This methodological guide introduces the L.E.A.D. Brand System™ — an integrated strategic platform aimed at overcoming this contradiction. The purpose of the study is to provide the theoretical justification and detailed explication of the system architecture that enables managing the brand as a holistic, adaptive, and emotionally intelligent organization. The methodological basis includes a systematic review of academic literature on service-dominant logic, systems thinking, and affective computing, as well as a meta-analysis of industry reports from leading consulting firms. As results, a four-component architecture of the L.E.A.D. System™ is proposed, including: Listen — multimodal collection and interpretation of emotionally charged data using AI; Engage — hyper-personalized communications based on principles of emotional intelligence; Adapt — dynamic adjustment of the consumer experience in real time; Deliver — maintenance of emotional and functional consistency of the brand across all touchpoints. In conclusion, it is demonstrated that the proposed system functions as a valid instrument of strategic management, transforming fragmented, tactical uses of AI into an integrated brand strategy focused on value co-creation. The work is addressed to brand strategists, chief marketing officers, and researchers in the fields of marketing and information systems who are focused on implementing advanced technologies into brand management practice.


Keywords: Branding, Artificial Intelligence, Emotional Intelligence, L.E.A.D. Brand System™, Service-Dominant Logic, Systems Thinking, Consumer Experience, Brand Fragmentation, Affective Computing, Hyper-Personalization.

Download doi https://doi.org/10.70315/uloap.ulbec.2025.0204006