"The approach that works best on a website or a billboard is likely not the same as what works best on Instagram, and vice versa."

"As much as people claim they want excitement and freshness, it's hard to change ingrained behaviors."

It's about recognizing what people want, and serving it up simply and succinctly.
It's about removing the mental and physical clutter created by unnecessary choice.

Everything we do as humans, whether we know it or not, is ultimately motivated by knowledge of our own mortality.

"Problems are the most effective springboard for innovations."

Obsessed by Emily Heyward provides a series of suggestions and considerations for brands hitting the market. Heyward also explores nuances of human behavior and exhibits them through a series of chapters and case studies in marketing.

The 2020 Porchlight Marketing & Sales Book of the Year 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, 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 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.

marketingandsales

Marketing & Sales

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Business

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Books

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Leadership & Management

The 2020 Porchlight Marketing & Sales Book of the Year 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, 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 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.

Emily Heyward is the Co-founder and Chief Brand Officer at Red Antler, the leading brand company for startups and new ventures. Emily works closely with founders to develop purposeful, strategic visions for their startups and has led branding efforts for top companies such as Casper, Allbirds, Brandless, and Prose. After beginning her career inadvertising, she started Red Antler along with her co-founders to directly apply consumer insights and brand positioning to launching and growing new and beloved businesses. In 2018, Red Antler made Fast Company’s list of Most Innovative Companies in Marketing and Advertising and was dubbed the “cult brand whisperer”.

Emily was named among the Most Important Entrepreneurs of the Decade by Inc. Magazine, and has also been recognized as a Top Female Founder by Inc. and one of Entrepreneur's Most Powerful Women of 2019. As a brand strategy expert, Emily is frequently interviewed by the press, with commentary appearing in Forbes, Bloomberg, Inc., Fast Company and Adweek. She’s also been a featured speaker at TechCrunch Disrupt, 99U, and the Fast Company Innovation Festival. Her first book, Obsessed, will be published by Portfolio, a division of Penguin Randomhouse, on June 9, 2020.

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 Carroll Gardens with her wife, son, and Brussels Griffon Sprout.

EMILY HEYWARD

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