Today’s customers think less about products and more about , no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product—what it —than about its —what it . While this sounds like common sense, shockingly few organizations actually conduct business this way. Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. In , Weiss and MacInnis help readers understand, and transition to, a benefits-based model. This focus on customer benefits will teach organizations: 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.