Obsessed: Building a Brand People Love from Day One Hardcover – June 9, 2020

The BEST book on branding your business as of this writing. I almost didn't pick it up (late 2022) because I'm so weary of the branding market (books and clubs and courses) that never truly deliver on anything but colors and logo and how to choose a name.Having started two online businesses, I know there's WAY more to it than that.This book went into the WHY and the HOW and shared some excellent examples throughout to give more food for thought (and hooray! she chose different high level brands then the typical books....so relieved).Brilliant and conversational, this book is a win-win!And I'm excited to support an author who is a part of my community as well.

As a person working on a business I started recently, this is one of the most helpful books I've ever read.The books takes on some of the hardest questions I face, and makes the process of answering them exhilarating and funny.I think I'm doing some things right, providing a quality service, and making my customers happy. But it's hard and kind of scary to really ask myself what my customers' problems are on the deepest level.This book shows in a totally clear way that those questions are what really matters--they are what make your business actually truly valuable to people. Then it explains how to tackle those questions in a voice that is so clear and confident and funny. It's a total joy to read this book and it makes me excited to make my business better and to do better for my customers.And I laughed out loud many times. What more could you ask for!

Very easy read, great examples throughout the book, it demonstrates the brand principles in a fun and succinct way. However the book is very specific for DTC brands, I’m sure larger organizations need to follow similar principles but it’s hard to see some of the thinking can scale.

As an entrepreneur, I loved reading this book. There are SO many questions that need answering as you start/run a business, and it is SO easy to push aside the time consuming, energy devouring work of KNOWING yourself and your company in order to get more concrete things done. This book struck me as a very important case for how detrimental that avoidant behavior can be. Furthermore, the book clearly outlines exactly what questions you should be asking/answering, so it saves time by giving precise focus. Thankfully, it doesn't ANSWER any questions for you! But it lays out where you should spend your energy and gives example after example of how integrity and creativity yield better results than extrinsically motivated decision making. It's a guide, it's a validation that being honest with yourself and your audience is the ONLY way, and it's an inspiration to bring your values to life in ways you've never seen done before. I know I will return to this book many times.

As a lifelong avid consumer, I thought I largely knew what went into creating an appealing brand. After reading this book, it’s clear to me that, like almost everyone else, I have a lot of personal experience with brands but not much actual understanding of what makes a brand successful in the short and long term. Heyward imparts insights she’s amassed over years creating the brand identities of some of the most successful direct-to-consumer startups. Everyone hoping to launch, grow, and/or maintain a brand will greatly benefit from her strategies. And for those of us who aren’t in the industry, this book is a whip smart, well-written, funny, engaging, and illuminating insider look into how companies connect with consumers now. Can’t recommend Obsessed more highly.

My one big disappointment with this book is that it’s never discussed or shown how to do these things as a business owner.

This book takes you inside the soul-searching process of how companies discover their own identities and tell their stories. From Casper to Allbirds, Heyward has helped some of the most innovative companies of the last decade connect with customers. The book explains why branding isn't just an afterthought of slapping a logo on a company's name. Instead, it's about how the company differentiates itself.The book is a must-read for anyone thinking about distinguishing themselves in a crowded landscape. Other bonus: it's beautifully written and a blast to read.

I've read a dozen books on branding and none of them explain the changing landscape and brand strategy as well as Emily does in "Obsessed." There are too many books out there on brand styling and marketing that feel shallow and gimmicky, but in this book Emily dives deep into brand strategy in a practical way that makes you feel like you can build your own beloved brand.Obsessed is practical, modern approach to branding – and was just plain fun to read. Make sure you have a pen (or several) ready because you will underline at least a line on almost every page!