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The cofounder and chief branding officer of Red Antler, the branding and marketing company for startups and new ventures, explains how hot new millennial brands like Casper, Allbirds, Sweetgreen, Everlane, and more successfully build devoted fan followings right out of the gate.

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.


Clear, useful and refreshingly honest, this is a practical manual on how modern marketing actually works. Buy a copy for everyone on your team.--Seth Godin, author of This Is Marketing

A lucid and engaging playbook on why "brand" is the most fundamental, human, and engaging element of any great venture--why it's the business DNA, and not just the representation of it. Obsessed keeps you anchored to the raison d'etre!--David Bell, co-founder and president of Idea Farm Ventures

I look to invest in companies with promising new models, and a focus on brand that starts with a true understanding of the consumer. Emily Heyward's book is a fascinating look into how branding really works, and why it matters.--Kirsten Green, founding partner of Forerunner Ventures We're all prey to our obsessions. (Yes, even you). Ready to find out why? This book will show you.--Sally Hogshead, author of How the World Sees You and Fascinate When we started Casper, our brand strategy affected every decision--and in this book, Emily Heyward shows you how. Anyone starting a company should read this.--Philip Krim, co-founder and CEO of Casper The startup landscape is always shifting, but across every category we're looking to invest in people who understand the power of brand. This book, with Emily's valuable advice, is essential for getting it right.--Ben Lerer, managing partner at Lerer Hippeau and CEO of Group Nine Media "Obsessed is a clear, informed blueprint founders and marketers can use to craft a resilient brand--one that will not only break new ground, but inspire an unforgettable customer connection."--Nir Eyal, author of Hooked and Indistractable "Nobody understands the development of modern brands better than Emily Heyward."--Scott Belsky, founder of Behance and author of The Messy Middle
Heyward has written a thought-provoking book on the concept of brand . . . At once imaginative and pragmatic, this will appeal to those who regard branding as a sometimes daunting task.--Library Journal
Zesty debut . . .This breezy, insightful guide to understanding what customers actually want, and building a brand to meet that need, is an encouraging thumbs-up to start-up hopefuls
--Publishers Weekly

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