Allen S. Weiss Books

2024 Global Book Awards Finalist From two of the world’s leading experts on branding, brand benefits, and positioning, this strategic guide reveals how focusing on brand benefits can transform organizations and help them win in the marketplace. Today’s customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. 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 The Brand Benefits Playbook, Weiss and MacInnis help readers understand, and transition to, a benefits-based model. This focus on customer benefits will teach organizations: What market they are in (or could be operating in) How customers perceive their brand (and that of their competitors) in terms of benefits The most effective way to segment a market and position a brand in terms of benefits How to deliver benefits throughout the customer journey How a focus on benefits facilitates growth 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.

Landscape architecture is a unique discipline where art, nature and the city converge and enter into an exciting dialogue. In the USA, the country of vast open plains and spacious towns, the great tradition of life in confrontation with nature plays an equally important role in landscape architecture as the acute problems of the built environment or social problems within the community. Design methods and practise in landscape architecture form the focus of this book, complemented by an analysis of the theoretical aspects of the subject. Perceptive portraits of 13 offices span the whole breadth of landscape design, from the post-ecological utopia of Michael Sorkin (New York/Vienna) to the urban pragmatism of the Roma Design group (San Francisco), from the ecological approach of the Philadelphia group Andropogon, also active in Japan, to the minimalist landscape art of Kathryn Gustafson (Seattle/London/Paris). The author is a freelance landscape architect in New York. His detailed knowledge of the contempo