Allen Weiss

In a world where countless organisations rely on data acquisition and management to learn more about their customers, what’s been lost is a genuine emphasis on customers and the benefits they seek. As it turns out, when customers first encounter your product, they couldn’t care less about what your product has - they don’t want to know about its features. They want to know what it does for them - its benefits. While this sounds like common sense, shockingly few organisations actually conduct business this way. Drs. Allen Weiss and Debbie MacInnis, professors and branding 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 organisations: 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, How to deliver benefits throughout the customer journey, How a focus on benefits facilitates brand growth. With a concentrated focus on benefits rather than features comes innovation, perspective, and fierce brand loyalty - and, of course, financial gain. Evidence-based, integrated, and simple, Weiss and MacInnis’s approach can be applied to all types of brands in all markets - and ensures that any brand can deliver the benefits its customers truly want.

At the time of his death, Charles Addams was working on this project, a cookbook with never-before-seen artwork and never before tasted and very macabre recipes—published here for the first time, along with some classic Addams cartoons about food and cooking. Food and eating were a couple of Charles Addams's favorite subjects. Hungry cannibals, witches gathering around a cauldron, or a king over his blackbird pie often populated his celebrated cartoons. And, of course, Morticia of the "Addams Family" was an avid cook, adding a touch of eye of newt or popping over to the neighbors for a cup of cyanide. So it should come as no wonder that in the 1960s Charles Addams was dabbling with a "cookbook" idea. Addams discovered and compiled some bizarre recipes from antiquated and out-of-the-way sources. These recipes have very Addams-like names, such as "Mushrooms Fester" or "Hearts Stuffed," and serve as a perfect complement to his drawings. Chas Addams™ Half-Baked Cookbook is a collection of his work on the world of food and eating, featuring many Addams drawings that have never been seen before, as well as some of his all-time classics.