Obsessed: Building a Brand People Love from Day One

Heyward (cofounder, branding firm Red Antler) has written a thought-provoking book on the concept of brand. She argues that a brand should indicate the mission of the company, which is always, at its core, a solution to a problem people are facing. The brand should explore this deeply because companies that do so are better able to provide compelling reasons for customers to form honest, emotional connections with the brand. The author draws on many examples from her clients and those she has observed as an outsider. For example, she shows that Airbnb is not simply about providing affordable rooms for tourists but aims at tourism authenticity in which travelers get to experience a place more intimately. The mattress company Casper touts its products on the idea that good sleep makes for a more interesting waking life.