The Brand Benefits Playbook

Why Customers Aren't Buying What You're Selling - And What to Do About It
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 organisations 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 organisations 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 organisations: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, How to deliver benefits throughout the customer journey, 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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