Who Is Emily? "Most Important Entrepreneur of The Decade" - Inc Magazine

Emily is a true branding expert. She's helped to build brands like Allbirds, Casper & Boxed from the ground up & paved a new path for entrepreneurs building in the direct-to-consumer (D2C) space.

Win A Free Book

We're giving away 5 free copies of Emily's new book: Obsessed: Building a Brand People Love From Day One

What You’ll Learn

The approach Emily and her team use to create brands that people love from day one.

Real-world examples from brands like: Apple, Nike, Warby Parker, TOMS, Allbirds, SoulCycle, Everlane, Thinx, and more. 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

Time Stamps:

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 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

91. Caleb Cumberland: If God is Good, Why do Animals Suffer?