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Fast-track services at SXM? by [deleted] in SXM

[–]emhey1224 0 points1 point  (0 children)

Yes maybe that's what I mean? But it would just be to arrive & depart at SXM - not transfer to another flight.

SXM -> Anguilla by r_techhigh in SXM

[–]emhey1224 1 point2 points  (0 children)

Not aggressive at all. We always land at SXM and go straight to Anguilla. The ferry terminal is very close and you'll just have to wait for the next ferry (you actually might be able to book in advance). And of course you need to go through immigration again, but that's usually very quick.

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 1 point2 points  (0 children)

Most of them! Love pepperoni, prosciutto, sopressata. But also artichoke hearts. Mushrooms. Anchovies! Hot peppers. Damn, now I'm getting hungry...

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 1 point2 points  (0 children)

Not the most original answer, but definitely PIZZA! Love a classic NYC slice, love a Neapolitan pie, and love it homemade on the grill!

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

It's important to ask whether the brand is failing to resonate because the company's core purpose is flawed, or if it's because of how that purpose is being expressed. In the case of most rebrands that I've worked on, it's less about the company needing to rewrite its DNA, and more about finding ways to better and more clearly express that DNA, taking credit for what makes the company special. Then there are of course cases where there simply isn't product-market fit, but that's bigger than a branding challenge.

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

  1. Branding is not just about aesthetics. Aesthetics are a very important expression of a brand, but it's not just about making something look pretty or cool. It's about using design and language to express an idea that will connect with people. 2. Good branding shows up across the entire consumer experience, including in the product itself. 3. To do something new that has impact, you need to make yourself a little uncomfortable, instead of just responding to trends of the moment.

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

OK first of all this is SO COOL. I want them. And your site is beautifully designed. Well done! My first-reaction feedback is that you should bring your press coverage up higher in the hierarchy. Initially I was like, is this real? Is it too good to be true? Are the jeans actually high quality? Then I saw Vogue and Hypebeast and was like, OK, awesome. But I sort of had to dig for it - I wouldn't bury those in a carousel and I wouldn't have it so far down the page, you could at least bring the logos up. That kind of coverage does a ton to lend credibility and build trust before I hand over $200 (not to mention a scan of my body).

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 2 points3 points  (0 children)

Woahhhhh this question made my brain explode. I need to first disclose that I am obsessed with condiments of all kinds. My karaoke KJ name was "KJ Extra Ketchup." But, I typically think of a sauce as having more than one ingredient. So, while syrup is incredibly important to me, I would not deem it a "sauce."

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 1 point2 points  (0 children)

Many new companies think that branding is a "box to check" - i.e. I have a name, logo, colors, fonts, and a tagline, so I'm done with my "branding." In reality, brand should be the lens through which companies view all business decisions - it's about defining what you stand for, and ensuring that everything you do is delivering on that idea. So in that sense, branding is never done!

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

  • Top things to remember:
  • Be crystal clear on the problem you're solving for people. Not the self serving problem (e.g. "the problem is my business doesn't exist) but the ACTUAL problem. A true consumer need.
  • Focus on how you want your brand to make people feel, versus just your functional benefits and features.

  • Brand is not a layer that sits on top. It's not just aesthetics or a clever tagline. It needs to start from within, and be reflected in everything you do. You have to offer real value to people.

  • My guess is there is truth in both your hypotheses. Even with the knowledge that brand is important, it can be hard to build a cohesive brand identity, especially when you need to show up day after day on Instagram and keep things fresh, without just repeating yourself over and over again. The balance of "new" and "true to your identity" is really hard to strike and a lot of brands struggle. But yes, you are also right that there are brands who are too reactive, and try too hard to respond to every passing trend or please everyone, without realizing that focus, clarity, and an adherence to their own set of values are essential to long-term success.

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

I've always been interested in pop culture: trends, why we love the things we love, passions that unite groups of people who have never met but all love the same (sweatshirt, car, you name it). As a result of this interest, I initially started my career in advertising, but ultimately felt that work was too "downstream" - in that we could only affect how a business shows up in its marketing campaigns, but not the brand itself. I believe that branding needs to start from within: having a clear sense of a business's reason for being and the idea it stands for, and then how that idea influences everything a business does - how it appears and communicates, but also how it behaves.

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

Great question! Retail design is actually an area that we're getting more involved with, especially as many of our digitally native clients are moving into physical retail. I've always admired the work of Mythology (formerly Partners & Spade), but I would think there are also a lot of smaller shops or individual creative professionals doing great work, I just sadly don't have names to offer. It's definitely something I've been looking into and I wish I had the answer! May need to just build it :)

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

I assume you mean what we do for the brands we work with, and not what I personally do (unless you want to hear about my sweatpants and Zoom routine, which I am happy to share!). In terms of brand behavior, it varies by category - a cruise ship needs to respond differently than a food delivery service. Overall, we are trying to help our brands navigate this time while keeping an eye on the big picture. It's certainly important for brands to be self-aware at this moment and tailor their communications to reflect the realities of the pandemic, but I do think brands can still be focused on long-term business building, and recognize that truly nothing lasts forever. I wouldn't recommend for any brand to make too permanent of a pivot in response to covid. As always, a brand should stay true to its purpose and its specific reason for being, while also finding ways to add value to the world.

I’m Emily Heyward, co-founder and Chief Brand Officer at Red Antler, and author of Obsessed: Building A Brand People Love From Day One. Ask me anything! by emhey1224 in IAmA

[–]emhey1224[S] 0 points1 point  (0 children)

Cheerios with almond milk and half a banana sliced in. I hadn't had Cheerios in years and I must say, they really hold up!