Obsessed: Building a Brand People Love from Day One

“brand early, not often.”

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.

brand is an engine that drives business growth, and the sooner businesses incorporate brand thinking, the more set up for success they’ll be.

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.”

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

I learned a ton about how the world’s oldest and largest consumer goods companies approach brand building, and the rigor that goes into defining a target audience, sharpening a consumer insight, developing a clear and succinct brand strategy, and then using that strategy to guide all communications.

And armed with this intel, you’ll never look at what it means to launch a business—or at your personal product obsessions—the same way again.

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

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.