Brand Power Built in: How Tech Products Really Win Hearts and Minds

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?

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 once the product is built.

Too many founders and product managers dismiss branding 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, and other category winners, she offers a repeatable framework for building differentiation and lasting value from the earliest stages. You’ll learn how to build brand power into product development, go-to-market, and scaling strategies, and how to navigate AI’s impact on branding, customer experience, and product growth.

Written for founders, product builders, marketers, and business leaders, Brand Power Built In gives you the insider playbook to win customers’ hearts and minds from day one and across the entire product journey.

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.