The Brand Benefits Playbook by Allen Weiss & Deborah J. MacInnis Summary
Overview of The Brand Benefits Playbook
Transform your marketing strategy with "The Brand Benefits Playbook" - the groundbreaking guide that shifts focus from features to customer benefits. Praised by 600,000+ MarketingProfs subscribers, this customer-centric approach has revolutionized strategies for Intel and AIG. Why do successful brands sell benefits, not features?
Similar books to The Brand Benefits Playbook
Sinta o livro através da voz do autor
Transforme conhecimento em insights envolventes e ricos em exemplos
Capture ideias-chave em um instante para aprendizado rápido
Aproveite o livro de uma forma divertida e envolvente
Principais Lições
Beyond Features: The Power of Benefits-Driven Marketing
Imagine walking into a store to buy a new phone. Are you looking for gigabytes of RAM and processor speeds, or are you seeking the ability to capture life's precious moments, stay connected with loved ones, and express your personal style? This fundamental distinction between what products have (features) and what they do for us (benefits) lies at the heart of transformative marketing. The most successful brands understand that customers don't buy products - they buy outcomes, experiences, and identities. This benefits-focused approach prevents the marketing myopia that has doomed countless companies like Kodak, who defined themselves by their products (film) rather than the underlying benefit they provided (preserving memories), leaving them vulnerable to digital disruption despite inventing the first digital camera. Benefits come in three crucial forms: functional (solving problems), experiential (engaging senses), and symbolic (reflecting identity). When Apple launched the iPhone, customers couldn't describe the specific features they wanted in a smartphone, but they deeply desired the benefits it would provide - convenience, visual appeal, and status - which Apple delivered more effectively than BlackBerry. By understanding what customers truly value, companies can transcend industry boundaries and recognize unexpected competitors. Allstate Insurance, for instance, realized that Ring doorbells provide similar home security benefits despite being in an entirely different industry.
Brand Perception and Customer Segmentation
Strategic Targeting and Positioning
Credibility and Defensibility Testing
Activating Your Brand Through the Customer Journey
Perceptual Mapping and Market Positioning
The Benefits Revolution: Marketing That Matters
Modo Resumo Rápido - Leia ou ouça o resumo de The Brand Benefits Playbook em 9 minutos
Divida as ideias-chave de The Brand Benefits Playbook em pontos fáceis de entender para compreender como equipes inovadoras criam, colaboram e crescem.
Modo Cartão Flash - Top 10 Insights de The Brand Benefits Playbook em Resumo
Destile The Brand Benefits Playbook em dicas de memória rápidas que destacam os princípios-chave de franqueza, trabalho em equipe e resiliência criativa.
Modo Divertido - Lições de The Brand Benefits Playbook Contadas em Histórias de 25 Min
Experimente The Brand Benefits Playbook através de narrativas vívidas que transformam lições de inovação em momentos que você lembrará e aplicará.
Modo Personalizar - Leia ou ouça o resumo de The Brand Benefits Playbook em 0 minutos
Pergunte qualquer coisa, escolha a voz e co-crie insights que realmente ressoem com você.
Criado por ex-alunos da Universidade de Columbia em San Francisco
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
Criado por ex-alunos da Universidade de Columbia em San Francisco
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
Obtenha o resumo de The Brand Benefits Playbook como PDF ou EPUB gratuito. Imprima ou leia offline a qualquer momento.