The Brand Benefits Playbook: Why Customers Aren't Buying What You're Selling--And What to Do About It

by Allen Weiss PhD, Deborah J. MacInnis PhD

Overview

From two of the world’s leading experts on branding, brand benefits, and positioning, this strategic guide reveals how focusing on brand benefits can transform organizations and help them win in the marketplace.

Today’s customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. While this sounds like common sense, shockingly few organizations actually conduct business this way.

Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning 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:

• 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 in terms of benefits
• How to deliver benefits throughout the customer journey
• How a focus on benefits facilitates growth

Evidence-based, integrated, and simple, this innovative approach can be applied to all markets—and ensures that any brand can deliver the benefits its customers truly want.

Product Details

ISBN-13:	9781637745045
Publisher:	BenBella Books, Inc.
Publication date:	03/19/2024
Sold by:	Penguin Random House Publisher Services
Format:	eBook
Pages:	256
Sales rank:	776,271
File size:	5 MB

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.

What People are Saying About This

From the Publisher

“Allen and Debbie’s book on positioning and brand benefits is a must-read for anyone seeking expert insights in this field . . . Through their accessible and actionable approach, they offer a unique blend of original research, academic work, and hands-on experience, making the journey into strategy both enlightening and enjoyable.”
—Jeff Hudson, CEO, Venafi
 
“The Brand Benefits Playbook provides readers with a master class. In a world where consumers are besieged by an onslaught of parity products, services, and brands, there’s never been a better time for marketers to step back and consider how the benefits perceived by consumers can lead to better segmentation, targeting, and positioning strategies.” 
—Larry Vincent, former Chief Branding Officer, United Talent Agency
 
“Allen and Debbie have built a profound yet simple model and process that identifies and aligns your brand benefits and segmentation . . . They have not only been teaching these core concepts in positioning and branding for many years at the university level but also leveraging that unmatched knowledge to help position and build some of the largest and well-known brands in the world.”
—Joe Terry, CEO, Culture Partners
 
“This book is a treasure trove of valuable advice for leaders focused on developing and leveraging their brands for growth. It offers play-by-play advice . . .  to find a powerful and defensible way to go to and win in any market.” 
—Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration, Duke University’s Fuqua School of Business, and Founder and Director, The CMO Survey
 
“Debbie and Allen are the preeminent experts on branding and positioning, two often-misunderstood pillars of modern marketing. They speak in practical, accessible terms, yet always with a critical, broader view that puts their ideas into a larger, deeper context.”
—Ann Handley, Wall Street Journal Bestselling Author, Everybody Writes, and Keynote Business Speaker