1. This book is the professional memoir of Emily Hayward, a pioneer in American venture capital and brand marketing, founder of the famous Red Antler, and a successful brand manager in the world. This book is a rare first-hand material for DTC cutting-edge brand operations. With its large number of detailed case reviews and comments, it has attracted widespread attention in the industry and is the eagerly awaited bible for brand operation practitioners around the world.
2. New brands are emerging every day, traditional brands are seeing their businesses eroded, and every small company hopes to win the next big success: How to do it? How to do it? Where is the right place to start? After opening this book "Obsession: The Journey of New Brand Creation", readers will find their own answers.
3. Red Antlers is a marketing company for start-ups and emerging brands. This book explains how popular emerging brands such as Casper, Allbirds, Sweetgreen and Everlane can launch a new reason why people line up to buy on the opening day. Red Antler has played a key role in launching some of the most successful and exciting new brands in the world, helping create billions of dollars in value.
As the world's largest supply chain producer, China has seen the emergence of many companies in recent years eager to build international brands. We are quite proficient in technical aspects such as production, traffic, data, and platform rules, but we are relatively lacking in concepts, emotions, attitudes, and other things that are more perceptual for consumers. For a long time, our country has been winning with "cost-effectiveness", but how to go further and truly enter the hearts of domestic and foreign consumers may require a generation of people to continue learning and trying.
