Our approach focuses on customers and the benefits they really want and are important to them.
Emphasizes selecting and implementing a positioning and growth strategy.
We are experts who are well versed in customer benefits, dedicated to helping you succeed in your market.
We can do a free, no-strings-attached or commitment 30-45 min presentation on how we can help your company move towards a benefits approach to the market.
Our approach is relevant for B2B, B2C, and B2G companies.
Does This Work for B2B Where There May Be Many Decision-Makers
Yes. Benefits get you into the Consideration Set and beyond. If you aren't being considered, you will never get chosen.
How Long Does Your Positioning Process Take
During a presentation you will learn the different time lengths, which totally depend on how we get "data". It can take as short as a few weeks.
Is Your Process Done In-Person?
We can work with you remotely or in-person or a combination of the two.
Can We Try Out This Benefit Approach Without Making Any Commitment?
Absolutely. Contact us to learn how we can give you some insights without changing anything about your current marketing approach. You can judge for yourself if the benefit approach is better or not.
“Allen and Debbie's exceptional qualifications as thought leaders and innovators, backed by successful projects resulting in billions in shareholder value, make them unparalleled in advancing the science and art of positioning and brand promise.”
—
Jeff Hudson, CEO of Venafi
ABOUT US
Allen Weiss is an emeritus professor at USC. His academic research has focused on decision-making in B2B companies, especially in high-tech markets. He was also the co-founder and Director of Mindful USC. In this role, he has brought mindfulness to the 23 schools and five hospitals at USC. Before joining USC, he was a marketing faculty member at Stanford University where he developed and refined his ideas on segmentation and positioning.
Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Emerita Professor of the Marshall School of Business at the University of Southern California and the Doris Drucker Chair and Full Research Professor at the Peter F. Drucker and Masatoshi Ito Graduate School of Management at Claremont Graduate University. She is an expert on consumer behavior and branding.
“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 St. Journal
Bestselling Author and Keynote Business Speaker
“There’s an old adage that marketing is about selling the sizzle and not the steak.
It would be more accurate to say that it is about selling benefits, and
The Brand Benefits Playbook
provides readers with a master class.”
—
Larry Vincent,
Former Chief Branding Officer of United Talent Agency (UTA)
“Allen and Debbie have built a profound yet simple model and process that identifies and aligns your brand benefits and segmentation to optimize and activate those benefits in your go to market positioning. ”
—
Joe Terry, CEO of Culture Partners
“This book is a treasure trove of valuable advice for leaders focused on developing and leveraging their brands for growth. ”
—
Christine Moorman, T. Austin Finch, Sr. Professor of Business Administration at Duke University’s Fuqua School of Business, Founder and Director of The CMO Survey