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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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4.2 ★★★★★
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Product Reviews
★★★★★ 5
Great for overnight or long plane rides
Size: Size 5, Unit Count: 50
We’ve been using these overnight diapers and they’ve worked really well for us. They hold a lot and have helped prevent leaks overnight, which has made a big difference for sleep.
They fit comfortably and don’t seem to bother my baby’s skin, even after wearing them all night.
Pros:
• Great overnight absorbency
• Help prevent leaks
• Comfortable fit
• No irritation for us
Cons:
• Slightly bulkier than regular diapers
• A bit more expensive than daytime options
Overall, these have been really reliable for overnight use and have helped us avoid middle-of-the-night changes.
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Reviewed in the United States on March 26, 2026
★★★★★ 5
Amazing absorption power
Size: Size 3, Unit Count: 66
This is truly an overnight diaper and is worth every penny. They are typically fully loaded by the morning but my little one couldn’t be bothered. Or use them for an extended outing and have peace of mind their little bum won’t be wet. Great diaper.
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Reviewed in the United States on March 22, 2026
★★★★★ 5
Baby sleeps through the night when she wears these
Size: Size 6, Unit Count: 72
I love the Huggies overnight! Can’t even tell you how many times I’ve ordered these. They’re the only diapers my daughter can wear overnight without waking up due to the diaper feeling too wet. She sleeps through the night when she wears these ones. They definitely absorb a lot and don’t have an odor as they fill up.
I always size up when I order these and have never had an issue or leaks
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Reviewed in the United States on June 1, 2026
★★★★★ 5
less early morning blowouts!
Size: Size 7, Unit Count: 68
As a mom of a very active toddler, finding a diaper that actually holds up overnight has been a journey. We recently switched to the Huggies Size 7 Overnites, and overall, I’m really glad we did.
First, the biggest win: way fewer blowouts. Before this, we were dealing with middle-of-the-night sheet changes more often than I’d like to admit. Since using these, that’s pretty much stopped, which alone has been a huge quality-of-life improvement for both me and my toddler.
They’re also super absorbent compared to regular diapers. My little one sleeps long stretches, and these definitely hold more overnight without feeling overly bulky or uncomfortable. The fit is snug but still flexible, which is great because he moves a lot in his sleep.
That said, they’re not 100% perfect for us. We still get the occasional small pee leak, especially if he’s had a lot to drink before bed or sleeps in certain positions. BUT—and this is important—it’s still so much better than what we were dealing with before. Instead of full outfit and bedding changes, it’s usually just slightly damp pajamas.
Overall, I’d absolutely recommend these to other parents dealing with overnight messes. They’ve significantly reduced our stress and cleanup, even if they’re not completely leak-proof for every single night.
If you’re on the fence and struggling with overnight blowouts, these are definitely worth trying.
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Reviewed in the United States on March 26, 2026
★★★★★ 5
Best Overnight Diapers Ever – Dry Mornings Every Time!
Size: Size 3, Unit Count: 66
These Huggies Overnites have been a total lifesaver for us! My baby used to wake up with wet pajamas almost every morning, but since switching to these, no more leaks at all. They’re super soft and gentle on the skin, and even after a full night’s sleep, they stay dry and comfortable. The fit is snug but not tight, and the stretch around the legs keeps everything secure without leaving marks.
I really like that they’re a little thicker than daytime diapers but still breathable. The absorbency is amazing — it easily lasts through 10–12 hours, even for a baby who drinks a lot before bed. They also don’t have a strong smell or weird texture like some other brands.
Honestly, these have made bedtime so much easier. No middle-of-the-night changes, no wet sheets, and a much happier baby in the morning. They’re worth every penny!
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Reviewed in the United States on October 27, 2025