Try free for 30 days

Preview

1 credit a month to buy any audiobook in our entire collection.
Access to thousands of additional audiobooks and Originals from the Plus Catalogue.
Member-only deals & discounts.
Auto-renews at $16.45/mo after 30 days. Cancel anytime.

The Brand Benefits Playbook

By: Allen Weiss PhD, Debbie J. MacInnis PhD
Narrated by: Allen Weiss
Try Premium Plus free

$16.45 per month after 30 days. Cancel anytime.

Buy Now for $21.99

Buy Now for $21.99

Pay using voucher balance (if applicable) then card ending in
By confirming your purchase, you agree to Audible's Conditions Of Use and Privacy Notice and authorise Audible to charge your designated credit card or another available credit card on file.

Publisher's Summary

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.

©2024 Allen Weiss and Deborah J. MacInnis (P)2024 Ascent Audio

What listeners say about The Brand Benefits Playbook

Average Customer Ratings

Reviews - Please select the tabs below to change the source of reviews.

In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.