The Brand Benefits Playbook

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 listeners 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; and 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.