Brands Don’t Win

Stan Bernard

How do leading companies win by changing the game? Established businesses like Amazon, Starbucks, and Tesla and emerging players like Peloton, Halo Top, and Seedlip have a secret system for winning. These and other “transcender” companies do not play the traditional brand game that every other company plays; they create their own game and force competitors to play by their rules.

Brands Don’t Win reveals the proven, practical three-step Transcender System that leading companies use to transcend their rivals and own their markets. Learn step by step how to use and apply the Transcender System, considered by top executives to be the world’s most powerful winning system for companies and their products.

Press & Praise

Tom Reynolds, Senior Director of Strategy, Johnson & Johnson

Brands Don't Win is a user's manual to building your winning go-to-market strategy. It provides real-world examples that demonstrate a totally new way of competing.

Richard Brooks, Managing Principal at RNB Wealth Management and author of the bestselling book Counter-Investing

In his book, Dr. Bernard shines a light on how to win by applying the strategic thinking that has made him a world-renowned consultant. The insightful examples show how these methods can be used to create the result we all seek: winning in business.

David A. Vise, Pulitzer Prize-winning Washington Post reporter and author of the bestseller The Google Story

If you are only going to read one business book this year, this is it.

Stan Bernard, MD, MBA, is an internationally recognized, award-winning global competition consultant, keynote speaker, and published author. He is the president of Bernard Associates, LLC, and the creator of the Transcender System. A former senior fellow at the Wharton School of Business, Dr. Bernard has been a consultant to leading businesses around the world for nearly four decades, working with more than 150 companies across six continents.

Over 15,000 professionals have participated in his firm’s competitive simulations (“business war games”), Transcender System training workshops, Transcender System seminars, and speaking engagements. Learn more at

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