In this episode, Dave Specht interviews Allen Weiss on his book "The Brand Benefits Playbook: Why Customers Aren’t Buying What You’re Selling – And What to Do About It". Allen Weiss is an emeritus professor at the University of Southern California. His academic research focuses on decision-making in B2B companies, especially in high-tech markets. For over 30 years, Weiss has helped a variety of organizations (e.g., Texas Instruments, Intel, Hughes Space & Communications, Northrop Grumman) on market segmentation & positioning based on brand benefits. He is also the Founder & CEO of MarketingProfs, LLC, a B2B training & events company with over 600,000 subscribers, 457,000 Twitter followers, & 55,000 LinkedIn followers. Debbie MacInnis is the Charles L. & Ramona I. Hilliard Professor of Business Administration & Emerita Professor of the Marshall School of Business at the University of Southern California and the Doris Drucker Chair & Full Research Professor at the Peter F. Drucker and Masatoshi Ito Graduate School of Management at Claremont Graduate University. An expert on consumer behavior and branding, she is a Fellow of the American Marketing Association, the Association for Consumer Research, & the Society for Consumer Psychology. In addition to being a prolific author, MacInnis consults with major consumer goods companies, branding agencies, and advertising agencies.
Link to the book on Amazon: https://amzn.to/3KBweC1