In a world where countless organisations rely on data acquisition and management to learn more about their customers, what's been lost is a genuine emphasis on customers and the benefits they seek. As it turns out, when customers first encounter your product, they couldn't care less about what your product has - they don't want to know about its features. They want to know what it does for them - its benefits. While this sounds like common sense, shockingly few organisations actually conduct business this way. Drs. Allen Weiss and Debbie MacInnis, professors and branding experts, are about to change that. In The Brand Benefits Playbook, Weiss and MacInnis help readers understand, and transition to, a benefits-based model. This focus on customer benefits will teach organisations: What market they are in (or could be operating in), How customers perceive their brand (and that of their competitors) in terms of benefits, The most effective way to segment a market and position a brand, How to deliver benefits throughout the customer journey, How a focus on benefits facilitates brand growth. With a concentrated focus on benefits rather than features comes innovation, perspective, and fierce brand loyalty - and, of course, financial gain. Evidence-based, integrated, and simple, Weiss and MacInnis's approach can be applied to all types of brands in all markets - and ensures that any brand can deliver the benefits its customers truly want.

About the Author
Allen Weiss, PhD, is the Founder and CEO of MarketingProfs, LLC-the largest B2B marketing training, consulting, and event company dedicated to helping large organizations, teams, and individuals execute marketing campaigns that drive actual results. He is also a university professor, consultant, and conference speaker. Dr. Weiss has developed a rigorous process for benefit positioning in his consulting with global technology companies. His work can be seen in brands such as Intel, Texas Instruments, IBM Informix, banks (Far East National Bank), and insurance companies (AIG).

Debbie J. MacInnis, PhD, is a university professor and a globally recognized, multi-award-winning expert on evidence-based customer decision-making and brand strategies, emphasizing brand benefits, execution, and brand growth. Her awards include the University of Southern California Faculty Lifetime Achievement Award, a Fellow of the American Marketing Association, and a Fellow of the Association for Consumer Research. Dr. MacInnis has consulted with many organizations such as Hallmark, Proctor & Gamble, American Beverage Association, United Talent Agency, and major advertising companies. She has been an expert witness for the Federal Trade Commission and other organizations.


Book Information
ISBN 9781637745038
Author Allen Weiss
Format Hardback
Page Count 256
Imprint Matt Holt Books
Publisher BenBella Books
Weight(grams) 425g
Dimensions(mm) 236mm * 160mm * 25mm