The Brand Benefits Playbook: Why Customers Aren't Buying What You're Selling--And What to Do About It
- 7h 30m 49s
- Allen Weiss PhD, Debbie J. MacInnis PhD
- Gildan Media
- 2023
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.
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.
In this Audiobook
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Introduction
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Play #1 - Focus on Benefits
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Play #2 - Know Your Brand’s Benefits
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Play #3 - Segment on Benefits
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Play #4 - Target and Position on Benefits
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Play #5 - Pass the Credibility Stress Test
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Play #6 - Pass the Defensibility Stress Test
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Play #7 - Replay—a Case Study
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Play #8 - Activate on Benefits
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Play #9 - Grow Your Brand
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Final Words
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Appendix A: How to Identify Benefits of an Existing Brand
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Appendix B: Identifying Benefits in New Products
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Appendix C: New-to-the-world Products
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Appendix D: Big Data and Customer Insights
