SKU: 16061996232

Obsessed

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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 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 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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SKU: 16061996232

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Patti J Fredley
Cuba, US
★★★★★ 5
Socks
Size: X-Large, Color: (601) Bittersweet Pink / Stone / Stone
So cute
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Reviewed in the United States on March 6, 2026
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Janet h.
Lowell, US
★★★★★ 5
Great room divider.
Color: White, Size: 3 Panel Standard
This is a game changer. I use this when I have a lot of guests sleeping over. it divides my offer for privacy. I wouldn't be able to use a tension rod and curtain so this does the job. it divides a huge space area.
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Reviewed in the United States on January 12, 2026
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The Retired One
Charlottesville, US
★★★★★ 5
Worth purchasing
Color: Black, Size: 3 Panel Standard
Works great for privacy and to block out light. Folds easily, great value for the money.
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Reviewed in the United States on November 2, 2025
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Midlife Mama
Birmingham, US
★★★★★ 4
Lightweight and Easy-to-Assemble
Color: Black, Size: 3 Panel Standard
These privacy screens are three separate panels, which is really convenient if you don’t need to use all of them at once. I’m currently using two to section off part of my craft room for storage, and it’s working perfectly. They’re lightweight and super easy to move around, so I can rearrange my space whenever I need to. Assembly was simple—everything went together quickly without any hassle.
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Reviewed in the United States on August 17, 2025
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Carlos
Port Orchard, US
★★★★★ 5
Great for Privacy, Just a Little Flimsy
Color: Black, Size: 3 Panel Standard
I recently got this room divider to create a bit more privacy in my home office, and it's been really handy. The thick polyester fabric helps block out distractions, and it's great that it's waterproof, so no worries about spills messing it up. The metal feet keep it stable enough, though I've noticed it can feel a bit wobbly if bumped. It's also super easy to fold and store when not in use, which is a huge plus if you have limited space like I do. Overall, it’s a practical addition, though handling it gently might be a good idea.
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Reviewed in the United States on September 13, 2025

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