Overview

If you’ve ever tried to build, launch, or grow a tech product, you’ve probably wrestled with this question: how do we really win customers’ hearts and minds? Most tech ventures fail to stand out or connect meaningfully with customers until it’s too late. What separates promising products from true market leaders isn’t just great technology—it’s embedding brand power into your product’s DNA from day one, not as an afterthought after the product is built. Too many founders and product managers dismiss brand as a fluffy marketing activity that can wait. That assumption kills promising products. As global brand and marketing leader Lifang He reveals, when you build in brand power from the start, you don’t just build better products and experiences, you create a far more valuable business. That’s the hidden opportunity most companies miss. Drawing on everything she’s learned from launching and scaling breakthrough products for Apple, Amazon, and Ring, plus hard-won lessons from leaders at Rivian, Airbnb, Robinhood, Notion, and other category winners, she offers a repeatable framework for: Building brand power into product development, go-to-market, and scaling strategies. Transforming customer experiences to drive differentiation and value. Leading cross-functional teams to maximize product success from the earliest stages. Navigating AI’s impact on branding, customer experience, and product growth. Written for founders, product builders, marketers, business leaders, and anyone driving innovation and growth, Brand Power Built In gives you the insider playbook to win customers’ hearts and minds from day one and across the entire product journey. Brand is how you win. This book shows you how.

Full Product Details

9781637748527

Table of Contents

Reviews

“Think of every product you love—the brand is inseparable from the offering. Lifang’s practical guide shows you how to create these connections and build remarkable experiences.” —Colin Raney, CEO and Cofounder, Ray “Lifang reframes ‘brand’ as a strategic engine—integral to product and demand. It’s a must-read for leaders building resilient, customer-centric organizations to drive long-term value.” —Marc-Antoine Jarry,Managing Director and Global Head of Marketing and Communications Strategy, Accenture “Lifang has written the book I wish existed when I started leading brands in tech—hard-won wisdom too important to keep to herself. What makes it extraordinary is who she is: brilliant, generous, and unafraid to challenge convention.” —Sophie Ho,Head of Brand Marketing, Claude at Anthropic “Too many startups leave massive value on the table by treating ‘brand’ as a luxury for big companies. Lifang delivers a powerful lesson for anyone building something new: make ‘brand core to product development.” —Matteo Vianello, Executive Creative Director and Cofounder, Squero “This book offers essential frameworks for integrating brand thinking early in product design to drive go-to-market success. It’s an invaluable resource for students and professionals alike.” —Ben Lee, Professor, USC Annenberg School for Communication and Journalism

Author Information

Lifang He has nearly 20 years of experience driving brand strategy, product marketing, and go-to-market excellence for some of the world's most influential tech companies, including Apple, Amazon, and Ring. From launching iPhones globally to shaping entirely new product categories at Amazon, her career has been defined by building products and brands that scale fast and deliver results. She has earned industry recognition such as a Cannes Lions Grand Prix Award, a Fastest Growing Brands Award, and a Jay Chiat Award for Strategic Excellence. She now leads a consultancy specializing in brand strategy, product innovation, and go-to-market. Visit her website at LifangHe.me. 

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