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The Brand Benefits Playbook

By and Debbie MacInnis, PhD

$14.99$30.00

This item will ship 03/19/2024.

Today’s customers want brands, not products. In The Brand Benefits Playbook, two of the world’s leading experts on branding provide a strategic perspective on brand benefit positioning and execution—and explain how focusing on brand benefits can transform organizations and help them win in the marketplace.

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ISBN: 9781637745038

Publication Date: March 2024

ISBN: 9781637745045

Publication Date: March 2024

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Description

AVAILABLE MARCH 2024

Today’s customers want brands, not products. In The Brand Benefits Playbook, two of the world’s leading experts on branding provide a strategic perspective on brand benefit positioning and execution—and explain how focusing on brand benefits can transform organizations and help them win in the marketplace.

In a world where countless organizations 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 organizations 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 organizations:

  1. What market they are in (or could be operating in)
  2. How customers perceive their brand (and that of their competitors) in terms of benefits
  3. The most effective way to segment a market and position a brand
  4. How to deliver benefits throughout the customer journey
  5. 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.

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About the Authors

 

Dr. Allen Weiss 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. MarketingProfs has over 600,000 subscribers, 440,000 Twitter followers and 360,000 LinkedIn followers. 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, Informix (an IBM company), banks (Far East National Bank), and insurance companies (AIG).

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Debbie  MacInnis, PhD

Dr. Debbie MacInnis 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 Lifetime Achievement Award, a Fellow of the American Marketing Association, and a Fellow of the Association for Consumer Research. Debbie has consulted with many organizations such as Hallmark, Proctor and Gamble, the American Beverage Association, United Talent Agency, and major advertising companies. She has been an expert witness for the Federal Trade Commission and other organizations.

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Publication Details

Format: Hardcover

ISBN: 9781637745038

Dimensions: 6 x 9 x 1 in.

Weight: 1 lbs.

Publication Date: March 2024

Format: E-book (epub)

ISBN: 9781637745045

Publication Date: March 2024

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