Brand Power Built In

  • "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 Co-founder of Ray

  • "Lifang draws on 20 years of experience with world-class products and teams to deliver a powerful framework. This book reveals how integrating brand thinking early in product design leads to greater go-to-market success.”

    Ben Lee, Professor, USC Annenberg School for Communication and Journalism

Why I wrote this book

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 over?

Most tech products fail to stand out or connect meaningfully with customers until it’s too late. Too many dismiss brand as a fluffy marketing activity that can wait. That assumption kills promising products.

What most people miss is the opportunity to embed brand power into your product’s DNA from day one. 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.

When I joined Amazon in 2018, I searched everywhere for a comprehensive playbook on product development, brand building, and go-to-market strategies for new products. It didn’t exist. So I wrote one.

This book is the resource I wish had existed for me and my colleagues.

How this book will benefit you

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.

You’ll learn how to:

Build brand power into product development, go-to-market, and scaling strategies.

Transform customer experiences to drive differentiation and value.

Lead cross-functional teams to maximize product success from the earliest stages.

Navigate AI’s impact on branding, customer experience, and product growth.

Brand is how you win.
This book shows you how.

Choose a hardcover or e-book.
Preorder is available now from Simon & Schuster and
major retailers.

Brand is how you win. This book shows you how.

Choose a hardcover or e-book.
Preorder is available now from Simon & Schuster and major
retailers.