Emily Heyward Books

We're in the midst of a startup revolution, with new brands emerging daily and vying for consumer attention. Traditional brands are struggling as small companies encroach on their territory, each aiming for success. However, having a great idea or logo is not enough. Emily Heyward founded Red Antler, a Brooklyn-based brand and marketing company, to help entrepreneurs integrate brand strategy into their business from the start. In this insightful guide, Heyward reveals the principles necessary for building and launching a brand that attracts eager customers from day one. She provides an inside look at the creation of some of today's most successful brands, including how Casper disrupted the mattress industry by establishing a beloved brand, how Hinge garnered a loyal user base with its unique promise of being "designed to be deleted," and how luggage startup Away, valued at $1.4 billion, focused on a single product—a hard-shell carry-on suitcase—to build its brand around a love of travel. Whether you're starting a new business, launching a product line, or refreshing an existing brand, this book demonstrates that the traditional rules of brand-building are outdated and highlights effective strategies for engaging today's consumers.