Episode description

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

Sign up here for details:
https://bit.ly/2Xxh58X

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.

You’ll learn:

• 3 pillars of brand strategy: mindset, key problem, brand idea
• what you can learn about brand storytelling from stand up comedy
• getting to the consumer need & “the why test”
• knowing when you’ve got to the “core brand idea”
• the difference between functional vs emotional brand storytelling
• the best way to get customer feedback
• how consumer expectations are being redefined
• why brand consistency is no longer the only approach to take in 2020
• how subtle language can make a huge difference in the tone of your brand communication

Time Stamps:

00:00 intro
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
44:30 thinx
47:40 non-profits + cause
50:50 toms shoe
53:10 warby parker
53:37 bombas
54:55 everlane
59:40 cancel culture + consumer expectations