Book Review
In her new book Obsessed, Emily Heyward, the cofounder and chief branding officer of Red Antler, the branding and marketing company for startups and new ventures, explains how hot new brands like Casper, Allbirds, Sweetgreen, and Everlane build devoted fan followings right out of the gate.
We're in the midst of a startup revolution, with new brands popping up every day, taking over our Instagram feeds and vying for our affection. Every category is up for grabs, and traditional brands are seeing their businesses erode as hundreds of small companies encroach on their territory, each hoping to become the next runaway success. But it's not enough to have a great idea, or a cool logo. Emily Heyward founded Red Antler, the Brooklyn based brand and marketing company, to help entrepreneurs embed brand as a driver of business success from the beginning. In Obsessed, Emily outlines the new principles of what it takes to build and launch a brand that has people queuing up to buy it on opening day. She takes you behind the scenes of the creation of some of today's hottest new brands, showing you:
How Casper was able to upend the mattress industry by building a beloved brand where none had existed before
How the dating app Hinge won a fanatical user base and great word-of-mouth with the promise that the app was "designed to be deleted"
Why luggage startup Away, now valued at $1.4 billion, could build their brand around love of travel by launching with just one product--a hard-shell carry-on suitcase--rather than a whole range of luggage offerings.
Whether you're starting a new business, launching a new product line, or looking to refresh a brand for a new generation of customers, Obsessed shows you why the old rules of brand-building no longer apply, and what really works for today's customers.
Author quotes
Our belief was that brand is an engine that drives business growth, and the sooner businesses incorporate brand thinking, the more set up for success they’ll be.
We’ve played a key role in launching some of the most successful and exciting new brands in the world, helping create billions of dollars of value.
Leading brands are able to form deep emotional connections because they stand for something that people care about.
Brand should be the ongoing, guiding force that drives how a business behaves.
Whether you are a startup founder, an aspiring entrepreneur, or a brand marketer, there’s a lot to be learned from companies who get it right in the early days. These are the ones who come out swinging.
About the author
Emily Heyward is the cofounder and chief brand officer at Red Antler, a full-service brand company based in Brooklyn. Emily works closely with founders to develop purposeful, strategic visions for their start-ups and has led branding efforts for top companies such as Casper, Allbirds, and Boxed. In 2018, she was named one of Inc.'s Top 100 Female Founders. Emily graduated Magna Cum laude from Harvard University, where she studied postmodern theory and consumer culture. Born and raised in New York, she currently lives in Cobble Hill with her wife, son, and dog named Sprout.
Why LoA loves it….
Every entrepreneur knows how important it is to build a strong brand that resonates with people and turns them from customers into loyal fans. Emily Heyward is someone who knows how to turn brand vision into reality, and has an incredible track record to prove it. In her fabulous new book, Obsessed, she shares some of her considerable insights and practical examples of how to build a brand that people will love and that will stand out in the marketplace. This is definitely a must-read for any entrepreneur who has a big vision for their business and their brand. — Melanie Hawken, founder & ceo of Lionesses of Africa