80/20 Brand: Brand Building with a P&G Edge By Aaron Hackett

Think like a Procter & Gamble brand manager.

Brand building is challenging because one must master both the science and the art of brand growth to deliver success. One of the most powerful brand-building tools is merely a placebo!

After many years of teaching Brand Management at Georgia Tech, Aaron Hackett has distilled his two decades of brand experience into the 20% of academic theory that delivers 80% of real-world results. His passion has been coaching students and clients using the proven methods he learned at Procter & Gamble and throughout his career.

Professor Hackett identifies the most compelling aspects of brand management and breaks them down with a focus on results:

• We've got it Backward - The 80/20 of Targeting
• Consumer is Boss - The 80/20 of Consumer Understanding
• Less is More - The 80/20 of Positioning
• Marketers Lie, but Numbers Don't - The 80/20 of Analysis
• Opportunity from Chaos - The 80/20 of Messaging
• Sell a Little, Learn a Lot - The 80/20 of Marketing Activation
• First Moment of Truth - The 80/20 of Shopper Purchase
• Product Placebo - The 80/20 of Quality Perception

The content in this book has been vetted semester after semester by students who do not settle for theoretical.