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The Brand Benefits Playbook (Why Customers Aren't Buying What You're Selling--And What to Do About It)
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Product Details
Author:
Allen Weiss, Deborah J. MacInnis
Format:
Hardcover
Pages:
256
Publisher:
BenBella Books (March 19, 2024)
Imprint:
Matt Holt Books
Language:
English
Audience:
General/trade
ISBN-13:
9781637745038
ISBN-10:
1637745036
Weight:
15.2oz
Dimensions:
6" x 9" x 1"
File:
Eloquence-SimonSchuster_04022026_P9912986_onix30_Complete-20260402.xml
Folder:
Eloquence
List Price:
$30.00
Pub Discount:
55
Case Pack:
30
As low as:
$28.50
Publisher Identifier:
P-SS
Discount Code:
D
Overview
2024 Global Book Awards Finalist
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:
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.
