The Brand Benefits Playbook is the first book that shows why and how focusing on the benefits of a brand can help transform the business and win in the marketplace through positioning and execution.
Weiss and MacInnis articulate how organizations can tap into customers’ desires and ensure that their brand offers and delivers on the benefits that customers truly want. As they explain, customers cannot tell what features they want in a new product but can tell you what benefits they want. When an organization focuses on benefits, they will see competition in a new way and avoid getting blindsided by new ideas in their market. They will also be able to come up with new product ideas. Finally, a benefits focus helps financially.
Weiss and MacInnis’s perspective is coherent, evidence-based, integrated, and simple. Their approach can be applied to all types of brands (product, service, non-profit, person, experience, place, startup, and corporate brands) in B2B (Business to Business), B2C (Business to Consumer), and B2G (Business to Government) markets.
“Allen and Debbie's exceptional qualifications as thought leaders and innovators, backed by successful projects resulting in billions in shareholder value, make them unparalleled in advancing the science and art of positioning and brand promise.”
—
Jeff Hudson, CEO of Venafi
- Seeing Potential Competitors – who are not currently in your market
- Avoiding Marketing Myopia – the classic problems faced by taxis, etc.
- Identifying Paths to Growth – inside and outside your traditional market
- Developing New Product Ideas
- Understanding Shocks and Trends
- Helping Your Organization Financially
- Providing a Lens for Big Data and AI
- Helping to Build Core Competencies – that provides a lasting advantage over competitors
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The Brand Benefits Playbook
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ABOUT THE AUTHORS
Allen Weiss is an emeritus professor at USC. His academic research has focused on decision-making in B2B companies, especially in high-tech markets. He was also the co-founder and Director of Mindful USC. In this role, he has brought mindfulness to the 23 schools and five hospitals at USC. Before joining USC, he was a marketing faculty member at Stanford University where he developed and refined his ideas on segmentation and positioning.
Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Emerita Professor of the Marshall School of Business at the University of Southern California and the Doris Drucker Chair and Full Research Professor at the Peter F. Drucker and Masatoshi Ito Graduate School of Management at Claremont Graduate University. She is an expert on consumer behavior and branding.
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“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 St. Journal
Bestselling Author and Keynote Business Speaker
“There’s an old adage that marketing is about selling the sizzle and not the steak.
It would be more accurate to say that it is about selling benefits, and
The Brand Benefits Playbook
provides readers with a master class.”
—
Larry Vincent,
Former Chief Branding Officer of United Talent Agency (UTA)
“Allen and Debbie have built a profound yet simple model and process that identifies and aligns your brand benefits and segmentation to optimize and activate those benefits in your go to market positioning. ”
—
Joe Terry, CEO of Culture Partners
“This book is a treasure trove of valuable advice for leaders focused on developing and leveraging their brands for growth. ”
—
Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration at Duke University’s Fuqua School of Business, Founder and Director of The CMO Survey
