“Most Important Entrepreneur of the Decade” – Inc Magazine
Who Is Emily?
Emily is a true branding expert.
She’s helped to build brands like All Birds, Casper & Boxed from the ground up & paved a new path for entrepreneurs building in the direct-to-consumer (D2C) space.
What You’ll Learn
The approach Emily and her team use to create brands that people love from day one.
This episode is full of real-world examples from brands like: Apple, Nike, Warby Parker, TOMS, Allbirds, SoulCycle, Everlane, Thinx, and more.
Using these companies as case studies, you’ll learn:
- 3 pillars of brand strategy: mindset, key problem, brand idea
- what you can learn about brand storytelling from stand up comedy
- getting to the consumer need & “the why test”
- knowing when you’ve got to the “core brand idea”
- the difference between functional vs emotional brand storytelling
- the best way to get customer feedback
- how consumer expectations are being redefined
- why brand consistency is no longer the only approach to take in 2020
- how subtle language can make a huge difference in the tone of your brand communication
Book Giveaway
Update Aug 14th 2020: We gave away 5 free copies of Emily’s new book: Obsessed: Building a Brand People Love From Day One
Sign up below for future giveaways, exclusive content & all the latest episodes directly to your inbox:
Time Stamps (YouTube)
00:00 welcome
00:44 who is emily?
01:20 equity vs agency fee
02:29 branding book
03:35 what is the importance of brand?
04:25 defining brand
08:28 3 parts to brand strategy
14:00 customer interviews
19:53 beyond functional benefits
22:21 casper + core brand idea
25:23 airbnb + the why test
29:39 evaluating brand idea
30:41 boxed + comparing to competition
32:40 allbirds
37:40 nike + laddering up value
39:02 apple + green text
41:45 soulcycle brand juxtaposition
43:24 breaking the rule of consistency
45:02 thinx grapefruit
48:05 non-profits + cause
51:30 toms shoe
53:56 warby parker
54:45 bombas
55:58 everlane
62:52 consumer expectations
64:33 closing
Time Stamps (Podcast)
00:00 intro
1:24 who is emily?
2:00 equity vs agency fee
3:09 branding book
4:15 what is the importance of brand?
5:05 defining brand
9:08 3 parts to brand strategy
14:40 customer interviews
20:33 beyond functional benefits
22:51 casper + core brand idea
25:30 airbnb + the why test
29:50 evaluating brand idea
30:30 boxed + comparing to competition
32:30 allbirds examples
37:40 nike + laddering up value
38:10 apple + green text
41:35 soulcycle brand juxtaposition
42:50 breaking the rule of consistency
44:30 thinx grapefruit
47:40 non-profits + cause
50:50 toms shoe
53:10 warby parker
53:37 bombas
54:55 everlane
59:40 cancel culture + consumer expectations
