Horizon Information Portal

e-branch

Home

My Account/Renew Loans

Find Magazine Articles & more

Obsessed : building a brand people love from day one / Emily Heyward.

by Heyward, Emily (Chief brand officer).

View full image

Portfolio / Penguin, 2020.

Branding (Marketing)

Creative ability in business.

Success in business.

9780593084311 (hc.)

240 p. ; 22 cm.

Includes index.

"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."--From publisher.

Horizon Information Portal 3.24_8902M

© 2001-2013 SirsiDynix All rights reserved.

Horizon Information Portal