Emily Heyward knows a thing or two about branding. As the founder of Red Antler, she developed marketing strategies for such companies as Allbirds, Casper and Boxed.
As anyone who has been on social media knows, you are bombarded with brands and companies you may not have heard of. There are tons of startups all over the globe vying for your attention, clicks and dollars. Heyward says it’s not enough to just have a cool logo or a great product idea. Companies must think of the brand as a driver of success from day one of operation.
Heyward is the author of Obsessed: Building a Brand People Love from Day One (Portfolio, Jun. ’20). She outlines the new principles of what it takes to build and launch a brand that has people lining 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 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
• How Casper was able to upend the mattress industry by building a beloved brand where none had existed before
“The startup landscape is always shifting, but across every category we’re looking to invest in people who understand the power of brand. This book, with Emily’s valuable advice, is essential for getting it right.” -Ben Lerer, managing partner at Lerer Hippeau and CEO of Group Nine Media
Emily Heyward will join us for a conversation about brand building – whether you are an entrepreneur or want to be one – join us for this illuminating discussion.
Please note that no refunds will be issued.
Co-Founder and Chief Brand Officer at Red Antler
Emily Heyward is the cofounder and chief brand officer at Red Antler, a full-service brand company based in Brooklyn. Emily works closely with founders to develop purposeful, strategic visions for their start-ups and has led branding efforts for top companies such as Casper, Allbirds, and Boxed. In 2018, she was named one of Inc.’s Top 100 Female Founders.
Emily graduated Magna Cum laude from Harvard University, where she studied postmodern theory and consumer culture.
Chitra Nawbatt is a highly accomplished executive with a track record of leading, innovating and transforming organizations to achieve growth. Ms. Nawbatt has spent most of her career as a strategic multidisciplinary change agent with the mandate to build teams, processes and systems to reinvent culture, market strategy to execution, growth and risk management.
Recently, Chitra has been the Global Head of Market Solutions at Genpact, an artificial intelligence, digital transformation, analytics and design thinking consulting firm. In this inaugural enterprise wide function, Chitra was responsible for driving new customer acquisition, partnerships, innovation and operational improvement. Ms. Nawbatt delivered strategic solutions to clients focused on revenue discovery, and business performance and digital transformation, specializing in financial services, technology, media, hospitality and retail/consumer industries.
Previously, Chitra was the New York based Anchor for Reuters International TV where her broadcasts were seen by millions of households across the world. Her reporting focused on companies, markets and consumers in the U.S., China, Canada, Australia, Middle East and Africa, as well as the global economy. Chitra’s coverage and reporting were differentiated, thorough and substantive due to her holistic diverse research discipline and in depth business domain from Wall Street.
Before her media career, Chitra was a C-level executive at Deutsche Bank, as well as held leadership roles in the areas of Global Banking and Regional Management. Prior to Deutsche Bank, Ms. Nawbatt established risk management functions at CIBC, and before that started her career at EY in Advisory and Assurance. Chitra has her Certified Public Accountant designation and was educated at Harvard Business School, Harvard University and Rotman School of Management, University of Toronto.
You can reach her on twitter @chitranawbatt.
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