- 95,00 kr
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.
Entrepreneurs who consider "develop a brand" an easily accomplished checklist item should think again, advises branding consultant Heyward in her zesty debut. Heyward started in traditional advertising in the early 2000s, but found it too slow and stolid for her tastes; she jumped at the chance, mid-decade, to join the emerging field of "brand thinking," before cofounding her own company, Red Antler. Based on her experience, she believes that branding isn't reducible to graphic design or catchy sloganeering, but rather it encompasses how a product or service makes people feel. She uses successful campaigns for clients as case studies, including one for Allbirds that emphasized "sustainability, minimalist design, and comfort," and another for Casper intended to show that the "power of sleep is what it brings to people's waking lives." Heyward covers speaking to a customer's sense of self, creating a connection between product and customers, building customer loyalty, and taking a personal approach. Most importantly, she warns, branding isn't a one-time task; one can't rest on one's laurels once the logo is designed or slogan chosen, but must continually work to maintain the brand. 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.