Corporate brands generally address and manage a rather complex ecosystem. They must cater to multiple and often fragmented target audiences and handle a more diversified set of topics in comparison to product or service brands. Successfully building and maintaining a corporate brand over time requires managing all these different messages and stakeholder relationships, which may overlap and interact at some point or another. Corporate brands rarely have a single product attribute to differentiate from, but like B2B brands, they usually have a unique competence to build on. The corporate branding exercise is quite possibly where the one-word brand positioning methodology has its biggest and most diversified impact. Within the inherent complexity of corporate branding, the one single angle of attack that the methodology helps to define serves as a powerful prism to unite all facets of the complex corporate brand ecosystem. How many of the world’s CEOs can say what their brand stands for? And how many can say it with just one single word? This chapter lays out the key success factors and the indispensable methodological steps to build strong and inclusive corporate brands with a razor-sharp focus.