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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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4.6 ★★★★★
Based on 17 reviews
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Product Reviews
★★★★★ 2
Good to have if you've never seen the iTEP exam, but don't rely on it to boost your scores
Format: Paperback
This book is good in that it comes with two practice tests: one in the beginning of the book, one in the end of the book. The grading rubric is helpful too. However, the actual guide part of the book, doesn't help too much with how to improve test scores. What I like least about this guide is that it won't tell you which questions you answered incorrectly on the practice exams. A good test prep guide will tell you what you answered incorrectly, and will tell you what logic to follow to get to the correct answer. In the reading passages, it would be nice to know where I can find evidence to justify the "correct" answer. In the grammar section, it would be nice to know which rule I'm violating. Any test guide should always come with some testing strategies. I.E. If this question is taking up too much time, skip it and go to the next one. This guide lacks simple strategies like that. Simple strategies like that could be useful when incorporated into this guide because there are certain sections on the exam that you can go back to previous questions, but some sections where the "back" button is disabled.
Overall, if you've never seen an iTEP exam before, this book is certainly helpful in that it will give you an idea of what you will be testing for. However, this book alone won't help you achieve a score of 6. The table of contents itself will tell you there are only 86 pages of actual content covering test material. That's not enough to cover how to excel in the exam.
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Reviewed in the United States on January 27, 2015
★★★★★ 1
Don't buy it
Format: Paperback
It does not prepare for the real test.
Using it is absolutely not enough to be approved with good grades.
Too expensive for what it offers.
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Reviewed in the United States on October 21, 2016
★★★★★ 5
Five Stars
Format: Paperback
great
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Reviewed in the United States on September 18, 2016
★★★★★ 5
go o o o o
Format: Paperback
go o o o o d
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Reviewed in the United States on October 21, 2014
★★★★★ 1
One Star
Format: Paperback
Exactly the same as the free PDF I downloaded online for my student, only this costs $26 plus tax.
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on April 3, 2017
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