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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 27 reviews
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Product Reviews
★★★★★ 5
Great scent
Helps with cats poo smells. Make sure to shake it well. Have even used it around the house.
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on February 23, 2026
★★★★★ 5
Great Candle
Style: Pawsitively Fresh
Bought this candle because we had family coming. I LOVE IT! It did wonders. Covered up our dog's smell well.
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Reviewed in the United States on June 3, 2026
★★★★★ 5
Obsessed with the smell and it works!
Style: Pawsitively Fresh, Style: Pawsitively Fresh
I was looking for a pet safe candle that would also help with dog odor and just musty house smell. I bought two candle lamps and this candle to see if it would fill up the rooms and bring a nice scent while being safe for my dog. The candle heated up nicely under the lamp and brought this very clean scent that actually permeated my main level and started coming up to the second floor. The candle burns for hours under the lamp and it’s barely burned down. Love this clean fragrance and it completely neutralizes any pet or other odors. I ordered another fragrance of the same candle and it’s nice too.
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Reviewed in the United States on May 1, 2026
★★★★★ 4
Smells great
Style: Pawsitively Fresh
Loved the smell, just wish it were bigger so it would last longer.
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Reviewed in the United States on April 22, 2026
★★★★★ 5
Great smell
Style: Pawsitively Fresh
Works great!!!!! My room smells so good!! I have 2 cats and 2 dogs.
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Reviewed in the United States on April 19, 2026
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