The Brand Benefits Playbook

”““Allen and Debbie’s book on positioning and brand benefits is a must-read for anyone seeking expert insights in this field … Through their accessible and actionable approach, they offer a unique blend of original research, academic work, and hands-on experience, making the journey into strategy both enlightening and enjoyable.”” —Jeff Hudson, CEO, Venafi “”The Brand Benefits Playbook provides readers with a master class. In a world where consumers are besieged by an onslaught of parity products, services, and brands, there’s never been a better time for marketers to step back and consider how the benefits perceived by consumers can lead to better segmentation, targeting, and positioning strategies.“” —Larry Vincent, former Chief Branding Officer, United Talent Agency ““Allen and Debbie have built a profound yet simple model and process that identifies and aligns your brand benefits and segmentation … They have not only been teaching these core concepts in positioning and branding for many years at the university level but also leveraging that unmatched knowledge to help position and build some of the largest and well-known brands in the world.”” —Joe Terry, CEO, Culture Partners ““This book is a treasure trove of valuable advice for leaders focused on developing and leveraging their brands for growth. It offers play-by-play advice … to find a powerful and defensible way to go to and win in any market.”” —Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration, Duke University’s Fuqua School of Business, and Founder and Director, The CMO Survey ““Debbie and Allen are the preeminent experts on branding and positioning, two often-misunderstood pillars of modern marketing. They speak in practical, accessible terms, yet always with a critical, broader view that puts their ideas into a larger, deeper context.”” —Ann Handley, Wall Street Journal Bestselling Author, Everybody Writes, and Keynote Business Speaker“

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.

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