Obsessed: Building a Brand People Love from Day One

If you’re launching a particular business, you can be sure that someone else is too.

In order to drive success in today’s consumer landscape, brand cannot just be a layer that sits on top; it has to be baked into the business itself.

days. These are the ones who come out swinging, and it isn’t long before people have a hard time remembering the world without them.

The problem is that you can have an amazing product, and a big vision, but without a focus on brand from the beginning, it’s going to fall flat.

Ultimately, their alignment with these brands says something about themselves.

They seek to create a better experience that starts with their business model and extends to how they communicate and behave.

These are businesses that understand that every single consumer interaction—from talking with customer service, to shopping on a website, to reading an interview with the founder—counts as “brand.”

It never seems like they’re trying to sell you something, or convince you of something; instead, it feels that you’re in a relationship based on a shared set of values.

look at how tension and surprise play a critical role in today’s brand playbook.