Obsessed: Building a Brand People Love from Day One

Written by:
Emily Heyward
Narrated by:
Lisa Flanagan

Unabridged Audiobook

Ratings
Book
2
Narrator
1
Release Date
June 2020
Duration
5 hours 58 minutes
Summary
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.
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Lindsay R.

The book has great content and uses very clear examples and case studies to discuss brand marketing as a whole. The writer also clearly has some humor and makes a handful of jokes throughout the book, but the narrator is extremely monotonous and robotic. -It almost sounds as if the book is being read by Siri, all of the emotion, enthusiasm and "winks" that come from the jokes written in the book is missing with the narration. This book is likely a better read than a listen.

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