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Authors @ Drucker: Allen Weiss & Debbie MacInnis

In today’s landscape, customers think more about brands than products, as well as place greater importance on the benefits that a product provides rather than its features. Allen Weiss and Debbie MacInnis – CGU professors and leading experts on branding, brand benefits, and positioning – will discuss the importance of a benefits-based model and how your organization can adopt this approach. They will share takeaways from The Brand Benefits Handbook, a strategic guide that explains how focusing on brand benefits can transform organizations and help them succeed in the marketplace. 

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