Obsessed [Hardcover] HEYWARD EMILY

The cofounder and chief branding Officer of red antler the branding and marketing company for start-ups and new ventures explains how hot new millennial brands like casper all birds sweetgreen Neverland and more successfully build devoted fan following right out of the GATE. Were in the midst of a start-up 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 heyward 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 S 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 start-up 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-along 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. 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 Brandless. 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.