Brand Power Built In

What separates trillion-dollar tech giants from failed startups isn’t just superior technology—it’s their ability to forge deep human connections through their products from day one.

Discover a proven framework for integrating brand strategy into the earliest stages and embedding it at the heart of your product for lasting impact.

If your product isn’t gaining traction, the problem isn’t your features.

Most tech companies misunderstand branding, treating it as just advertising or a logo, activated too late to make a meaningful impact. The result? Products that fail to stand out or connect with customers. In Brand Power Built In, you’ll discover a transformative approach that brings brand strategy upstream, integrating it with product vision and business strategy from the start.

Drawing from interviews with founders, product leaders, and marketing executives, as well as firsthand experience launching and scaling products for Apple and Amazon, Lifang He, one of the world's leading experts on brand strategy, presents a practical playbook that redefines how

you drive innovation and create impact by:

• Building brand power into product development, go-to-market, and scaling to drive sustainable growth
• Transforming product development to craft differentiated, lasting customer experiences
• Maximizing product success with rich case studies featuring Airbnb, Rivian, Ring, Robinhood, Figma, and many others
• Navigating AI’s impact on branding, customer experience, and product growth

If you’re launching a product, scaling a business, or transforming a company, this book gives you the tools to create products that forge meaningful connections with customers and stand the test of time.

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.