The Brand Benefits Playbook - Weiss, Allen; MacInnis, Deborah J.
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Todayâ s customers want brands, not products. In The Brand Benefits Playbook, two of the worldâ 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.

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Produktbeschreibung
Todayâ s customers want brands, not products. In The Brand Benefits Playbook, two of the worldâ 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.
Autorenporträt
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.