They might not fall for anything, but they definitely won’t win over consumers who are presently armed with more information than ever before.The big picture: Today, it’s not enough for brands—from fledgling startups to multinational corporations—to just sell goods and services for a profit. They have to take a stand, from supporting Black Lives Matter to championing frontline health workers to saving the world from climate change. You know exactly what I’m talking about. How many times have you heard a brand tell you it’s “there for you” in the last three months? For me, it’s 7 billion, give or take.While we might perceive an overload of marketing emails touting donations made and support lent, it makes sense from the brands’ perspectives to speak out (sometimes).Because today more than ever, we’re being faced with a serious proposition: voting with our dollars, even before we can vote with our ballots. And no one should vote uninformed.So today on Business Casual, I’m speaking with the undisputed branding wizards of the startup scene, Red Antler co-founders Emily Heyward and JB Osborne. Their firm is behind the design and go-to-market strategies for the kinds of companies synonymous with “strong brand,” from Allbirds to Casper.Emily and JB bring a unique perspective to the branding conversation, one typically dominated by pie-in-the-sky musings on consumer psychology and nonsensical acronyms. Their POV? It’s not about playing by rules—it’s about playing by values.And when a brand takes on values and purpose beyond being in the black next quarter, the dollars we feed it take on far more meaning than just lining the pockets of startup founders.So...if you’ve ever thought picking a font and a color scheme was the extent of building a brand, you need to listen to this episode. Check it out now.
Startup branding expert, Emily Heyward shares how she successfully started the Red Antler agency, about BRANDING 101, why branding is more than just a name and a logo, and the keys for effective networking.
This is a conversation with Emily Heyward. Emily is the co-founder and Chief Brand Officer at Red Antler. They have developed some of the biggest startup success stories on the planet, often working with founders before product launch. Their clients have included Allbirds, Keeps, Casper, Away, Burrow, and Chime. They’ve also worked with more established brands like Clear, Betterment, Policygenius, Birchbox, Foursquare, Zillow, Google, HBO, GE, Square, and more. Emily just launched her new book called Obsessed - Building a Brand People Love from Day One. Enjoy!
On this episode we have Emily Heyward, partner at Red Antler. Red Antler builds brands for companies that are changing how the world works. Before becoming a partner at Red Antler, Emily began her career in advertising as a Strategic Planner, working on many top brands under General Mills and Procter & Gamble, as well as DeBeers. She started her career at D'Arcy, followed by Saatchi & Saatchi and JWT. www.redantler.com — Sponsors — www.taskbullet.com www.breather.com www.claralabs.com — Giants & Crowns — www.giantsandcrowns.com www.instagram.com/giantsandcrowns The Giants & Crowns Podcast is an interview driven series focused on unearthing stories from industry/cultural leaders while unpacking their learned lessons involving people, product, and process. — Credits — This episode of Giants & Crowns is hosted and produced by Nsi Obotetukudo. Editing by Duncan Gerow, Joe Fuller, and Nsi Obotetukudo. Special thanks to Isabelle Thenor-Louis, Joan De Jesus, Sunny Ou, Hannah Anokye, & Kiera McBride.