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Obsessed
- Building a Brand People Love from Day One
- Narrated by: Lisa Flanagan
- Length: 5 hrs and 58 mins
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Publisher's summary
The 2020 Porchlight Marketing and 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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Critic reviews
"Clear, useful and refreshingly honest, this is a practical manual on how modern marketing actually works. Buy a copy for everyone on your team." (Seth Godin, author of This Is Marketing)
"A lucid and engaging playbook on why 'brand' is the most fundamental, human, and engaging element of any great venture - why it’s the business DNA, and not just the representation of it. Obsessed keeps you anchored to the raison d'etre!" (David Bell, cofounder and president of Idea Farm Ventures)
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Courtney and Carter Reum have years of experience in the field, from investing in over 130 companies, including Lyft, Pinterest, Warby Parker, and ClassPass, to driving the success of their own liquor brand, VEEV Spirits. The Reum brothers have learned from every triumph and tribulation and over the years have developed an effective and easy-to-understand guide to help entrepreneurs through the startup journey from inception to sale.
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A must read for start ups
- By Dave on 02-09-18
By: Carter Reum, and others
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What's Your Moonshot?
- Future-Proof Yourself and Your Business in the Age of Exponential Disruption
- By: John Sanei
- Narrated by: John Sanei
- Length: 3 hrs and 53 mins
- Unabridged
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In What's Your Moonshot? trend and innovation strategist John Sanei explains how to ask the bigger, bolder, more courageous questions that will help you thrive - rather than merely survive - in our exponentially changing times. With a future-focused victor mindset, Sanei decodes the mega-trends that are reshaping human behavior and the way we do business - not to mention, the way we live our lives.
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Great read to kick off 2022
- By Anonymous User on 01-08-22
By: John Sanei
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Break Through the Noise
- The Nine Rules to Capture Global Attention
- By: Tim Staples, Josh Young
- Narrated by: Luis Moreno
- Length: 7 hrs and 1 min
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The odds of getting a video onto YouTube's front page are 1-in-2,000,0000, but Tim Staples, founder and CEO of Shareability, knows how to make the algorithms of Youtube, Google, Facebook and Instagram work for you - and he has the results to prove it, with a thriving business that has gotten their videos onto YouTube's front page an amazing 25 times. Here he shows savvy marketers, entrepreneurs, and online celebrity wannabes how they, too, can develop clever videos that amass millions of views.
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NOT A GOOD BOOK TO BE
- By FABIO HART on 05-08-22
By: Tim Staples, and others
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Buying In
- The Secret Dialogue Between What We Buy and Who We Are
- By: Rob Walker
- Narrated by: Robert Fass
- Length: 9 hrs and 21 mins
- Unabridged
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Marketing executives and consumer advocates alike predict a future of brand-proof consumers, armed with technology and a sophisticated understanding of marketing techniques, who can effectively tune out ad campaigns. But as Rob Walker demonstrates, this widely accepted misconception has eclipsed the real changes in the way modern consumers relate to their brands of choice. Combine this with marketers' new ability to blur the line between advertising, entertainment, and public space, and you have dramatically altered the relationship between consumer and consumed.
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Lets you in on the secret...
- By Jeff on 07-06-08
By: Rob Walker
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Disruptive Marketing
- What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal
- By: Geoffrey Colon
- Narrated by: Geoffrey Colon
- Length: 6 hrs and 14 mins
- Unabridged
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Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking.
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Needed. Valuable. Welcome contribution.
- By Oliver Nielsen on 04-26-17
By: Geoffrey Colon
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Free Prize Inside!
- The Next Big Marketing Idea
- By: Seth Godin
- Narrated by: Seth Godin
- Length: 2 hrs and 58 mins
- Unabridged
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Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies? Free Prize Inside delivers those answers and much more.
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Another gem from Seth
- By Daryl on 12-29-09
By: Seth Godin
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The Commitment Engine
- Making Work Worth It
- By: John Jantsch
- Narrated by: John Jantsch
- Length: 6 hrs and 17 mins
- Unabridged
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The small-business guru behind Duct Tape Marketing and The Referral Engine teaches listeners how to establish lasting commitment in their employees, customers, and businesses. Why are some companies able to generate committed, long-term customers while others struggle to stay afloat? Why do the employees of some organizations fully dedicate themselves while others punch the clock without enthusiasm?
By: John Jantsch
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Play Bigger
- How Pirates, Dreamers, and Innovators Create and Dominate Markets
- By: Play Bigger LLC, Dave Peterson, Christopher Lochhead, and others
- Narrated by: Sean Pratt
- Length: 8 hrs and 7 mins
- Unabridged
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Winning today isn't about beating the competition at the old game. It's about inventing a whole new game - defining a new market category, developing it, and dominating it over time. You can't build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you're going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of "category kings".
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The most impactful new thinking of the year
- By Chris Guest on 12-21-16
By: Play Bigger LLC, and others
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Start with Why
- How Great Leaders Inspire Everyone to Take Action
- By: Simon Sinek
- Narrated by: Simon Sinek
- Length: 7 hrs and 18 mins
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The inspirational best seller that ignited a movement and asked us to find our why. Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time - with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the why of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.
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Useless Dribble
- By Chimdi Azubuike on 03-10-18
By: Simon Sinek
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Jobs to Be Done
- A Roadmap for Customer-Centered Innovation
- By: Stephen Wunker, David Farber, Jessica Wattman
- Narrated by: Tim Andres Pabon
- Length: 4 hrs and 52 mins
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Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a road map for discovering new markets, new products, and new services, and helps you generate creative opportunities to innovate your way to success.
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YouTube talks are better.
- By BizTech Readings on 12-27-16
By: Stephen Wunker, and others
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The Innovation Secrets of Steve Jobs
- By: Carmine Gallo
- Narrated by: Sean Mangan
- Length: 8 hrs and 24 mins
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In The Innovation Secrets of Steve Jobs, best-selling author Carmine Gallo reveals the qualities that make the Apple co-founder the most innovative leader in business today. Each principle is backed with research, quotes, and first-person interviews with experts and business leaders, as well as specific ideas for applying those principles to every business, large or small.
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awful
- By Thomas on 10-15-11
By: Carmine Gallo
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Think Big, Act Bigger
- The Rewards of Being Relentless
- By: Jeffrey W. Hayzlett, Jim Eber
- Narrated by: Jeffrey Hayzlett
- Length: 5 hrs and 40 mins
- Unabridged
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The most dangerous move in business is the failure to make a move. Global business celebrity and primetime Bloomberg Television host Jeffrey W. Hayzlett empowers business leaders to tie their visions to actions, advancing themselves past competitors and closer to their business dreams.
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great book
- By MR.Salter on 03-16-16
By: Jeffrey W. Hayzlett, and others
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The Impact Equation
- Are You Making Things Happen or Just Making Noise?
- By: Chris Brogan, Julien Smith
- Narrated by: Chris Brogan, Julien Smith
- Length: 6 hrs and 41 mins
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Three short years ago, when Chris Brogan and Julien Smith wrote their best seller, Trust Agents, being interesting and human on the Web was enough to build a significant audience. But now, everybody has a platform. The problem is that most of them are just making noise. In The Impact Equation, Brogan and Smith show that to make people truly care about what you have to say - you need more than just a good idea, trust among your audience, or a certain number of followers.
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Almost as good as Contagious
- By Bruce on 05-15-13
By: Chris Brogan, and others
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Know What You're For
- A Growth Strategy for Work, an Even Better Strategy for Life
- By: Jeff Henderson, John C. Maxwell - foreword
- Narrated by: Jeff Henderson
- Length: 5 hrs and 45 mins
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Know What You're For details an effective growth strategy for businesses and nonprofits by closing the gap between two simple questions: What do you want to be known for? What are you known for? When the two answers match, organizations gain incredible momentum by unleashing the most powerful marketing force there is: lasting word-of-mouth support.
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WOW!
- By Keehsa on 03-03-20
By: Jeff Henderson, and others
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Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from 25 years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy.
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A must have!!!!!
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Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.
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Series of Anecdotes Without Any Actionable Insight
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Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from 25 years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy.
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A must have!!!!!
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Most entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don't have any customers or marketing outreach and - obviously, since you just launched a new offering - you have no legacy or advocates? The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you have sought to listen to this book.
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Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.
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90 min in - too much fluff
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Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.
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One of the best books I’ve read
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ALL IN is the pinnacle book in Mike Michalowicz's Entrepreneurship Simplified series, setting the standard for building high-performing teams in today’s challenging work environment. Whether dealing with remote work, flex schedules, or generational divides, ALL IN provides a proven framework for recruiting top talent, transforming underperformers into superstars, and cultivating a culture where every employee is as dedicated as an owner.
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What listeners say about Obsessed
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- AZhomeshopper
- 02-14-24
Fabulous insights on branding a company!
Truly enjoyed this comprehensive yet birdseye approach to brand building. The author clearly is an authority and establishes that by a wealth of knowledge in the space.
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- Chad
- 01-17-23
Stories of branding wins and fails
Not bad. Could come off as a big commercial, but I found the stories of branding/advertising blunders and wins of various startups interesting. Especially for would-be entrepreneurs. Some useful ideas, but far from a comprehensive how to.
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- Erica Rutkai
- 07-08-21
Absolutely obsessed with "Obsessed"!
Engaging from start to finish with an authentic voice and experiences that show you how to create a brand with vision and purpose. 🙌
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- Hannert
- 11-06-21
Invaluable insight
Loved this book - It's an incredibly insightful look at the foundational thinking required for building a great brand. Highly recommend it.
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- Jeff
- 03-13-22
Needs more Business to Business brand examples
Fantastic branding book. I loved the recent useful examples of Brands.
However, this book is entirely Business to Consumer (B2C) brand focused and I can’t recall any examples she gave of Business to Business (B2B).
And the audiobook version desperately needs a PDF download of the brands discussed. I spent a good 10 minutes trying to google for “Snow” only to eventually find the name of the brand was spelled “Snowe.”
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1 person found this helpful
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- Jillian Leigh
- 08-05-21
A favorite!!!
I’m obsessed!! One of my favorite books!!!
Sooo good! Hearing all of the back story’s behind brands and brand strategy was awesome!
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1 person found this helpful
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- Eduardo
- 01-09-23
Love the book
Amazing book about building a coherent brand!
The author has a lot of experience building amazing brands and shares it all!
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Overall
- selo leno
- 06-23-22
repetitive and dull
I expected many insights and it turns out like description of many brands and their appeal
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- Kurt P. Stadler
- 12-26-22
Was hopeful. Was disappointed.
Far too much virtual signalling drivel. I will never get that time back. I could have stopped listening to it after the first couple of chapters and gotten the same benefits.
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- Anonymous User
- 10-10-23
Not a single tip given
The brand red antler just summarizes the success of their clients and big brands but they don't provide a single point you can implement in your own business or a guide to find what makes your brand worthy obsessing over. The book is a self promo portfolio. I recommend reading “The brand mapping strategy” a book which made me so curious to get a pen and paper and relisten to parts again and take notes. This shouldn’t even be on audible a it was a waste of time listening to.
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