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.