Thousands of startups, entrepreneurs, and enterprise corporations struggle to build passionate relationships with their audience. That's because the practice of branding has devolved into clever wordplay, spinning, distraction, and pricey deliverables. Companies who buy into the old way miss out on the most crucial element for their success - a relationship based on shared value. Today, great brands must do more than just spin, wow, or satisfy their customers, they must create passionate ones. The Lean Brand teaches you how to build that relationship in a validated, iterative way. A passionate audience has connected to something more than just a product with a specific feature set, or a clever ad campaign. They've engaged with who an organization is at its core and participates in the journey toward shared value. As the first book to apply lean principles to brand development to teach you how to develop meaningful relationships with your audience based on a shared journey of value creation. The Lean Brand will teach you: The new definition of brand How to build passion with your customers using the Lean Brand Framework How to use Viability Experiments and a Minimum Viable Brand to test and iterate your brand quickly to find Product-Market-Brand fit How to apply these principles effectively using a set of tools called The Lean Brand Stack which includes the Persona Grid, the MVB Canvas, the Experiment Map and the Value Stream Matrix How successful brands like Buffer and SoulPancake have used lean branding to build a strong customer base