The Brand Benefits Playbook (Why Customers Aren't Buying What You're Selling--And What to Do About It)

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.

This book title, The Brand Benefits Playbook (Why Customers Aren't Buying What You're Selling--And What to Do About It), ISBN: 9781637745038, by Allen Weiss, PhD, Deborah J. MacInnis, PhD, published by BenBella Books (March 19, 2024) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.

Unlike Amazon and other retailers who may also offer The Brand Benefits Playbook (Why Customers Aren't Buying What You're Selling--And What to Do About It) books on their website, we specialize in large quantities and provide personal service, from trusted, experienced, friendly people in Portland, Oregon. We offer a Price Match Guarantee, and QuickQuote form, to make purchasing quick and easy.

Prefer to work with a human being when you order The Brand Benefits Playbook (Why Customers Aren't Buying What You're Selling--And What to Do About It) books in bulk? Our Book Specialists are standing by Monday-Friday 8-5 PST, ready to help!