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Description
Obsessed: Building a Brand People Love from Day OneThe 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
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.
Binding Type: Hardcover
Publisher: Portfolio
Published: 06/09/2020
ISBN: 9780593084311
Pages: 240
Weight: 0.80lbs
Size: 8.40h x 5.60w x 1.00d
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4.2 ★★★★★
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Product Reviews
★★★★★ 4
Beautiful and spacious and light weight bag,
Color: Vintage Red Flowers
The bag is beautiful and spacious and delivered in time. But wish would have got more colors instead of black and red.
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Reviewed in the United States on March 4, 2026
★★★★★ 5
Functional Beauty!
Color: Mystery Blosoom
I am so happily surprised as to how beautiful this bag is. The quality is fantastic and it is true to the description. I got the Mystery Blossom that looks like a Midnight Beauty to me. It has all the pockets it describes and the side ones are great with elastic holding your bottle or whatever you may use them for very securely. so it is very functional. I know you would be happy to have one or morey ourself. it is very lightweight so you can put alot in it like a laptop or tablet without it weighing you down. You can use it as a shoulder/crossboday bag or carry like a tote bag. I just love it.
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Reviewed in the United States on April 30, 2026
★★★★★ 1
Nice size, lots of pockets…doesn’t last.
Color: White Daisy in Black
At first, when I purchased it in May, the only thing I didn’t like was the useless middle zipper inside of the middle main pocket. But the rest of this purse bag is awesome!
Well… after 3.5 months, ALL of the inside stitching has come undone. Put something in what you think is the pocket, it’s not a pocket… it is between the lining somewhere. All of the zippers get stuck on the threads that are from the lining.
Cute fabric, but that’s all you’ll get… cute fabric.
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Reviewed in the United States on August 25, 2024
★★★★★ 5
Good quality, GREAT price, many features
Color: Vintage Sunflowers
I was searching for an inexpensive handbag (tote) like this in brand names. The prices were unforgiveable and just crazy! As I was searching on Amazon Prime, this handbag came up. It is really pretty and has ALL the features that I was looking for: Several pockets inside and out, very attractive design for Fall, AND a good price. My only concern/complaint would be that there are more zippers than I would have liked, slip pockets for glasses and phone are my preference. A long strap is included for shoulder wear; it is made of light weight material and washable.
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Reviewed in the United States on September 11, 2025
★★★★★ 5
Wonderful!
Color: Colourful Flowers in Black
Yes, handbag is very nice—beautiful and colorful and roomy—Hallelujah! Shalom!
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Reviewed in the United States on January 24, 2026