A New Book by Jonathan Bell, Founder & CEO of WANT

The Sixth Power

Why Brand is the Business Advantage
Leaders Keep Underestimating

Context

For generations, five core powers have driven business success: leadership, financial acumen, operational excellence, customer intimacy, and people.

These powers remain essential. They create products, generate revenue, attract talent, and drive performance.

Yet they don’t fully explain why some companies command greater trust, attract better opportunities, close deals faster, recover more quickly from setbacks, and achieve valuations far beyond their peers.

The difference is often a sixth power: brand.

Not brand as a logo, a name or an advertising campaign, but brand as a strategic asset that amplifies the effectiveness of every other part of the business.

Principles

The Six Engines of Brand Performance.

Clarity

The ability to define who you are, you stand for, and why you matter.

Creativity

The ability to imagine new possibilities and challenge convention.

Courage

The willingness to make bold decisions and stand apart.

Captivation

The ability to earn attention, interest, and emotional connection.

Consistency

The discipline to reinforce meaning through every experience.

Control

The ability to actively shape perceptions rather than leave them to chance. Together, these six engines transform brand from a marketing expense into a business asset.