Synopses & Reviews
Synopsis
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 organizations 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 organizations 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 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
- 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.
Synopsis
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.