Upcoming Events

Allen Weiss & Debbie MacInnis – The Brand Benefits Playbook: Why Customers Aren’t Buying What You’re Selling – And What to Do About It

may 16, 2024

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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 and Communications, Northrop Grumman) on market segmentation and positioning based on brand benefits. He is also the Founder and CEO of MarketingProfs, LLC, a B2B training and events company with over 600,000 subscribers, 457,000 Twitter followers and 55,000 LinkedIn followers.

Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Emerita Professor of the Marshall School of Business at the University of Southern California and the Doris Drucker Chair and 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, and the Society for Consumer Psychology. In addition to being a prolific author, MacInnis consults with major consumer goods companies, branding agencies, and advertising agencies.


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