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Description
ObsessedBy: Emily Heyward 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
By: Emily HeywardThe 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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4.2 ★★★★★
Based on 11 reviews
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Product Reviews
★★★★★ 4
Slow, sorry but good
Format: Kindle
This was a slow moving book. Lots of character pov chapters, lots of superfluous descriptions and endless courtly appearances stalled this book to start. Once you get into the heart of the story, it takes off. Before you know it the book is done. My favorite character is Reyna. She is so strong. She is true to herself. She gets into a lot of trouble with her headstrong ways but it's entertaining. I have high hopes for Lorcan. He is honorable to a fault. Thane had turned out to be better than I thought but i still don't like him. Eislin is useless. Great plot twists at the end. I'm looking forward too book 2.
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Reviewed in the United States on June 6, 2020
★★★★★ 5
Very detailed! Beautiful world building! Strong Heroine!
Format: Kindle
Starts off a little slow and confusing with different POV’s, but starts to all come together towards the middle to make an elaborate plot line and makes it all worth it. Beautiful world building and attention to detail as well as great writing. The cliffhanger was gut wrenching! Can’t wait for the next book!
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Reviewed in the United States on March 4, 2020
★★★★★ 4
Interesting
Format: Kindle
This was a very captivating book once you got into it thoroughly. But the third person perspective was a bit hard to get used to. But as you got into it and followed the different characters, it was interesting and filled with intrigue, conflict and forbidden love.
I can’t wait to read the next one and to complete the series.
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Reviewed in the United States on November 12, 2022
★★★★★ 5
OUTSTANDING
Format: Kindle
This was very, very good. The world is vast and characters are complex. There is a good plot with a whole lot going on. This is well written. Good twists and turns and some heart breaking moments. You will love these characters, they have heart and loyalty. I am hoping that there will be several more books. We've yet to see anything from the Sea Court but only a mention of them here and there. The Wood Court was given a quick couple of scenes, and only as far as some warriors, we've yet to enter their court and the Shadow Court, I'm not sure if they will be a force for good or bad, but they definitely will play a much bigger role moving forward. This is primarily the Ice and Air Courts. Told in multiple views, which I loved, it gives you a chance to see things from different eyes. There's alot of political maneuvering and deception. I loved it and will pick up the next book as it becomes available. If you like The Fae and the courts, you should love this. I think the author has mucn in store for us.
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Reviewed in the United States on March 8, 2020
★★★★★ 4
Definitely worth the read!
Format: Kindle
After taking a deep breath and taking in that wicked twist of an ending, I have finally composed myself. My first thought when I started this book was that I love Reyna's character. I was intrigued by her connection with her familiar and the Ruin that is plaguing her land. It came as no surprise that she took her sister's place in an attempt to protect her. When they reach the Air Court everything slows down. This is where it was iffy for me. First of all, I like multiple POV's in books however 7 is a bit much. It starts to interrupt the story line. I felt like I was finally making progress connecting with one character, then it was switched to another person. I felt they all had necessary or pertinent information but not necessarily were they all POV worthy. The only other thing that annoyed me was that Reyna constantly was " trapped." She would rush off without thinking, only to need rescuing. She is brilliant in a fight, but she really doesn't think through anything. Lorcan is amazing. I know he might be on the "bad" list, but his background is so interesting. Eislyn(Reyna's sister) is really so sweet, but calculating. I enjoyed her and Thane's dialogue. The author did an amazing job with the imagery in this book. Everything was so detailed it was easy to fall into the scene. I love unexpected twists and while part of the ending I expected, I wasn't expecting how it took place. All in all, I found it very entertaining and I am very invested in continuing this series.
Favorite quotes:
"The truth may be twisted but never false."
"Who was she if she was not the enemy of the Air Court? What was her purpose of she no longer has that?"
"In a war-torn land, love was always a lie."
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Reviewed in the United States on March 4, 2020