The Brand Benefits Playbook

Today’s customers think less about products and more about brands, 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.

Join Dr. Allen Weiss, coauthor of The Brand Benefits Playbook and founder and CEO of MarketingProfs, to learn how to shift your own marketing to a benefits-based model. 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.

In this session, you’ll learn:

• How customers perceive your brand (and that of your 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