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.
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.
"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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