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The 2020 Porchlight Marketing & Sales Book of the YearThe 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, 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 mattress industry by building a beloved brand where none had existed before? How the dating app Hinge won a fanatical user base and great wordofmouth 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 producta hardshell carryon suitcaserather 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 brandbuilding no longer apply, and what really works for today's customers.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the main focus of the book 'Obsessed: Building a Brand People Love from Day One'? A: The book focuses on how to build a successful brand from the ground up, drawing insights from successful startups like Casper and Allbirds.
- Q: Who is the author of 'Obsessed' and what is her background? A: The author, Emily Heyward, is the cofounder and chief branding officer of Red Antler, a branding and marketing company that specializes in helping startups.
- Q: What insights can I expect to gain from reading this book? A: Readers can expect to learn modern brand-building principles, including how to engage customers and create a loyal following from the launch.
- Q: Is this book suitable for new entrepreneurs? A: Yes, 'Obsessed' is particularly helpful for new entrepreneurs looking to understand branding strategies for their startups.
- Q: What is the publication date of 'Obsessed'? A: The book was published on June 9, 2020.
- Q: How many pages does the book 'Obsessed' have? A: The book contains 240 pages.
- Q: What format is 'Obsessed' available in? A: The book is available in hardcover format.
- Q: Are there specific case studies featured in 'Obsessed'? A: Yes, the book features case studies on brands like Casper, Hinge, and Away, illustrating successful branding strategies.
- Q: What category does this book belong to? A: The book is categorized under Venture Capital.
- Q: What makes 'Obsessed' different from other branding books? A: It emphasizes modern approaches to branding that deviate from traditional methods, focusing on engagement and community building.