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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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4.9 ★★★★★
Based on 29 reviews
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Product Reviews
★★★★★ 1
**UPDATE ON PDT*** Ingredients changed
Ok here’s my update (4/4/26)
We loved it. It did what it was supposed to do in the beginning but now I stopped using the product. Ingredients must’ve changed. It’s now a darker color, it doesn’t dissolve like it did in the past, and worst part— my daughter’s hair started breaking off. It could just be her hair but I don’t want to take chances. The ingredients definitely changed.
We are trying azure batana and will stick with it for 3 months to see results. But as of now their product looks like the real deal. It’s a shame because I like consistency. I’ll stick with one product for years. Oh well. Tossed this one out.
(Pic 1-2 AFTER USING; Pic 3 BEFORE USING)
Yes it works. It smells so if you’re sensitive to smells, you might only want to use it as a deep conditioner. Both my daughter & I are adjusted to the smell and love the results so we can easily prioritize our results over the less than fragrant odor. But the results!!!
My daughter lost 40% of her hair a yr ago to severe scalp ezcema (+ a trip to St Martin’s beautiful yet salty water). We used other products with marginal success. I started using this product 2 months ago & I already see results. We use it twice weekly as a spot treatment along the crown & nape of her head, and deep condition with it twice monthly. Her locs are growing and more importantly, her edges and nape are recovering tremendously. We’re going to keep at it!! We like the texture (moist but not sticky), it leaves her locs moisturized but not weighed down. Her hair is drinking it up. Will repost after 2 more months.
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Reviewed in the United States on August 27, 2024
★★★★★ 5
Positive results
Only half way through the jar and already see edges coming back! Happy so far.
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Reviewed in the United States on June 3, 2026
★★★★★ 3
The smell.
It really does smell like coffee. Contrary to some of the comments, the coffee smell doesn't go away right away.
Waiting to see the results.
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Reviewed in the United States on June 5, 2026
★★★★★ 5
Utility
Effective product.
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Reviewed in the United States on May 31, 2026
★★★★★ 5
Natural tan /no orangy hands!
Mine came with the lotion, applicator mitt, and a facial can mist. I haven't used the facial mist yet but here are my observations for the lotion:
PROS
- finish color looked very natural. Not orange at all.
- no streaks / dark patches / missed spots (of course this has to do with the application as much as the product)
- can build darker tan with multiple applications
- did not transfer onto my clothing
- the "self-tan lotion"scent was present but not terrible
CONS
- slight self tanner smell
- made my scars look darker (not a product defect, my scars get darker from the sun too. Just mentioning in case someone has severe scarring /discoloration/ vitiligo to be mindful. First application I would say do full body. And maybe afterward learn to work around your darker skin spots.
I didn't use the mitt for application, but it's nice and soft and comfortable. I used disposable cheapy medical gloves because I felt like I may not get good enough control and might leave streaks with the mitt. (With practice though, I will definitely use it because it feels nice and soft.)
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Reviewed in the United States on December 8, 2024