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A review by ryangoodyear
Obsessed: Building a Brand People Love from Day One by Emily Heyward
4.0
Fresh perspective and tangible examples of companies who realize, to quote the book, “Brand is not something you create then move on. Brand is a living, breathing thing.” It is imperative that a company's brand is woven into every facet of their business, and consumers are adept at detecting/researching fakes.
Gems:
Ch 2
--“If you build a brand that stands for affordability alone, anyone can come along, be five dollars cheaper, and you’re done.”
--Convenience is affordability’s equally boring cousin.
Ch 3
--“Choose What You Pay” sales from Everlane (jeans) where they show what area of the company the money will go to
--Spotify creates a community among anonymous users with its statistics
--Communities form around a shared expression of ideals
--“Minimum viable products” rarely work for brands trying to break the rules with a consumer product.”
Ch 7
--“It’s more important these days to have rich and varied layers for storytelling versus one symbol that says it all.” It’s rare for consumers to see a logo out of context.
Conclusion
--“Millennials are simply the generation who came of age at a time when consumers were able to demand far more from the business with whom they choose to engage.”
Gems:
Ch 2
--“If you build a brand that stands for affordability alone, anyone can come along, be five dollars cheaper, and you’re done.”
--Convenience is affordability’s equally boring cousin.
Ch 3
--“Choose What You Pay” sales from Everlane (jeans) where they show what area of the company the money will go to
--Spotify creates a community among anonymous users with its statistics
--Communities form around a shared expression of ideals
--“Minimum viable products” rarely work for brands trying to break the rules with a consumer product.”
Ch 7
--“It’s more important these days to have rich and varied layers for storytelling versus one symbol that says it all.” It’s rare for consumers to see a logo out of context.
Conclusion
--“Millennials are simply the generation who came of age at a time when consumers were able to demand far more from the business with whom they choose to engage.”