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Description
ObsessedBy: Emily Heyward The 2020 Porchlight Marketing & 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
By: Emily HeywardThe 2020 Porchlight Marketing & 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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4.2 ★★★★★
Based on 29 reviews
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Product Reviews
★★★★★ 5
Who doesn't love a unicorn?
Size: 2T, Color: Pink/Unicorn
Cute set but runs a bit big in my opinion for a size 2T. My grandbaby is tall for her age (22 months), but the pants were really long and loose on her, granted she's not chunky, so factor that in. Overall, it's a nice set and the material is soft (especially the pants) and seems like it would keep the little ones warm.
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Reviewed in the United States on December 31, 2025
★★★★★ 5
Cute outfit for everyday.
Size: 2T, Color: Pink/Unicorn
Exactly as pictured. Good quality, not too thin but also not too thick. True to size and looks like it will keep my baby warm when she’s inside. Good price on sale! Was a steal!
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Reviewed in the United States on December 13, 2025
★★★★★ 5
High Quality
Size: X-Small, Color: Pink/Unicorn
High print quality, and vivid colors. Got exactly what I expected.
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Reviewed in the United States on December 25, 2025
★★★★★ 4
Just as pictured
Size: X-Large, Color: Mauve/Apples
It is sized big so I suggest that you order a size down.other than that it is just as pictured.
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Reviewed in the United States on November 13, 2025
★★★★★ 5
Good
Size: Medium, Color: Pink/Unicorn
Fits as expected.
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Reviewed in the United States on March 26, 2026