JB Osborne is a co-founder and CEO at Red Antler.
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.
Founded in 2007, Red Antler is the “leading brand company for startups who are challenging what is and creating what’s next,” and is credited with a large part of the success of numerous modern brands such as Allbirds, Casper, Brandless, Betterment and Birchbox. Red Antler has been named one of Fast Company’s “Top Ten Most Innovative in Marketing & Advertising,” and is sought after by startups and venture capitalists alike for their unparalleled expertise in creating “category-defining experiences.” In 2017, JB was selected as one of Women’s Wear Daily 40 Under 40 in Fashion and Retail and was also named a Forbes Consumer Catalyst as a Top Dealmaker and Influencer in the Consumer Industry. As a leader in the start-up community, JB's commentary has been featured in top industry publications including Fast Company, The Wall Street Journal, and Fortune. JB was appointed to Bed, Bath & Beyond’s Board of Directors in April 2018. Prior to founding Red Antler, JB opened the New York office of Consortium, a boutique creative shop based in Auckland, New Zealand. He began his career at advertising agency Saatchi & Saatchi working with global consumer brands. He graduated Magna Cum Laude from Cornell University with a degree in Business and is active with their Entrepreneurship program and Cornell Tech.   Watch JB's interview on Unfiltered.tv:www.unfiltered.tv/public/jb-osborne
JB Osborne is a partner at Red Antler. Fiercely committed to differentiation and success, Red Antler builds brands for start ups that are changing how the world works. Before becoming a partner at Red Antler, JB was an account supervisor at advertising agency Saatchi & Saatchi and the US director of marketing agency Consortium. www.redantler.com — Sponsors — www.taskbullet.com?aff=tbgiantsandcrowns 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.
Building a brand is no easy task, just look at the millions of failed businesses across every industry. It takes skill, experience, strategy, patience and a little bit of luck. Many founders might know know their industry, they might be great engineers or product people, they might be great at fundraising or closing deals, but none of those skills translate into being able to build a brand which requires deeply understanding the end customer and being able to make your brand stand apart from the competition. The team at Red Antler is one of the top branding agencies in the country and have worked with amazing companies like Casper, Allbirds, MissionU, Bowery, Foursquare and more. Red Antler has been around for 10 years and is based in NYC however they work with companies and brands around the world. Learn more at RedAntler.com In this interview I spoke with JB about Red Antler and why he started the company, what was he doing prior, what services do they provide, what types of companies/brands do they work with, how do they make money, do they ever take equity compensation, what are some of his favorite client success stories, what have been the biggest business challenges over the past 10 years, do they work with companies outside of NYC, what clients does he regret not working with, what mistakes do companies usually make when it comes to branding, what kind of people does he like to hire for his agency and much more.  ------ Thanks for listening to the Startup Sense Podcast. All of our interviews and episodes are also available at StartupSense.net You can find me at JonahLupton.com or email me at jonahlupton@gmail.com   Startup Sense Podcast is sponsored by Jool Media.  Jool helps entrepreneurs and founders build, launch and grow their companies by providing superior technology, marketing and consulting services.  Jool helps clients of all sizes, budgets and industries.  Jool puts clients in the best position to raise capital, hire employees, grow revenues and maximize profits. 
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Creator Details

Location
Brooklyn, New York, United States of America
Episode Count
4
Podcast Count
4
Total Airtime
3 hours, 20 minutes
PCID
Podchaser Creator ID logo 333827