Publishers Weekly
04/13/2020
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. (June)
From the Publisher
"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 venturewhy 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
Library Journal
06/01/2020
Heyward (cofounder, branding firm Red Antler) has written a thought-provoking book on the concept of brand. She argues that a brand should indicate the mission of the company, which is always, at its core, a solution to a problem people are facing. The brand should explore this deeply because companies that do so are better able to provide compelling reasons for customers to form honest, emotional connections with the brand. The author draws on many examples from her clients and those she has observed as an outsider. For example, she shows that Airbnb is not simply about providing affordable rooms for tourists but aims at tourism authenticity in which travelers get to experience a place more intimately. The mattress company Casper touts its products on the idea that good sleep makes for a more interesting waking life. VERDICT At once imaginative and pragmatic, this will appeal to those who regard branding as a sometimes daunting task of creating and fostering emotional connections with customers.—Shmuel Ben-Gad, Gelman Lib., George Washington Univ., Washington, DC