Introducing Lindsay's Book:

Forging an Ironclad Brand A Leader’s Guide

Forging an Ironclad Brand

Purchase the Book

8 Steps to Forging an Ironclad Brand

Special Book Supplement

Download your free workbook, 8 Steps to Forging an Ironclad Brand, to use alongside the book.

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About the Book

Good brand is just good business.

Brand is the intentional leader’s North Star. It helps us engage customers and employees, unleash our competitive advantage, and fuel enduring growth.

And yet, despite this power, brand is grossly underused. Few leaders leverage brand fully, believing (wrongly) that brand is squishy and elusive. But when a tool this vital is dismissed, the business suffers mightily.

The good news is that all leaders can ignite brand to create value. Lindsay Pedersen deconstructs what brand is and why it is indispensable for leaders. Then she shares her step-by-step process to tame the infinite possibilities and pinpoint a brand positioning that is true and robust – in fact, ironclad – to unlock the most value.

Download a Chapter

We invite you to read Chapter 5: Deconstructing Brand, for a peek into brand's origin story, a clarification of the oft-confusing components of brand – what is the difference between brand and branding, anyway? – and a one-by-one takedown of the variety of myths surrounding the concept of brand.

When you provide your email above, it is added to our monthly newsletter list. We will never share your email with anyone.
If you are already a subscriber, signing up to receive Chapter 5 won’t add your name to our list twice.

Praise for Forging an Ironclad Brand

Aha moment after aha moment.

Want to better understand strategy? This is the book for you. All substance, no filler, no tedious theory. Immediately useful, and fun to read. You will have aha moment after aha moment, and the clarity will leave you smiling.

JONAH BERGER
Professor of Marketing at the Wharton School and bestselling author of Contagious and Invisible Influence
Tips any business professional can use.

Lindsay powerfully lays out why brand is the biggest source of value creation. She taps into a wealth of experience building brands to provide pragmatic tips any business professional can use to create value. I love her storytelling and the many specific examples bringing these concepts to life.

TARANG AMIN
CEO
e.l.f. Cosmetics
The brand-building bible.

This is the brand-building bible that all brand managers should use and all business schools should teach… Accessible and stimulating, this book is ultimately a rich exploration of using your business to create meaning and value.

DENISE LEE YOHN
author of What Great Brands Do and FUSION
Brand is our secret weapon.

Using the Ironclad Method has been vital to Course Hero’s brand strategy and success. Brand is our secret weapon. This book will let it be yours, too.

ANDREW GRAUER
CEO
Course Hero
Give this book to your CEO.

At once common sense and profound, this book makes customer-centricity a foundational building block of brand strategy, which is where it belongs. Read this book. Better yet, read it and then give it to your CEO.

JASON STOFFER
Partner
Maveron Venture Capital
Straight to the heart of brand.

Lindsay Pedersen skips the fluff and goes straight to the heart of brand. With her guidance, you will navigate with greater certainty and clarity. A high-value read for brand leaders who are committed to success.