Emily is a true branding expert.
She's helped to build brands like Allbirds, Casper & Boxed from the ground up & paved a new path for entrepreneurs building in the direct-to-consumer (D2C) space.
We're giving away 5 free copies of Emily's new book: Obsessed: Building a Brand People Love From Day One
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The approach Emily and her team use to create brands that people love from day one.
Real-world examples from brands like: Apple, Nike, Warby Parker, TOMS, Allbirds, SoulCycle, Everlane, Thinx, and more.
1:24 who is emily?
2:00 equity vs agency fee
3:09 branding book
4:15 what is the importance of brand?
5:05 defining brand
9:08 3 parts to brand strategy
14:40 customer interviews
20:33 beyond functional benefits
22:51 casper + core brand idea
25:30 airbnb + the why test
29:50 evaluating brand idea
30:30 boxed + comparing to competition
32:30 allbirds examples
37:40 nike + laddering up value
38:10 apple + green text
41:35 soulcycle brand juxtaposition
42:50 breaking the rule of consistency
47:40 non-profits + cause
50:50 toms shoe
53:10 warby parker
59:40 cancel culture + consumer expectations