Book cover titled 'BRAND POWER BUILT IN' with a green shield-shaped graphic and the author named Lifang He. The cover features large black text and a subtitle reading 'How Tech Products Really Win Hearts and Minds'.

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, 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, 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

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.

Cover of Brand Power Built In: How Tech Products Really Win Hearts and Minds by Lifang He

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

Choose a hardcover, e-book, or audiobook.
Available now wherever books are sold.

Order Now

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

A white book with a green speech bubble on the cover that reads 'BRAND POWER BUILT IN'. Below, there is a subtitle saying 'How Tech Products Really Win Hearts and Minds' and the author's name, Lifang He, handwritten in green.

Choose a hardcover, e-book, or audiobook. Available now wherever books are sold.

Order Now