{"product_id":"8020-brand-aaron-hackett-9781096291756","title":"80\/20 Brand: Brand Building with a P\u0026G Edge","description":"Think like a Procter \u0026amp; Gamble brand manager.\u003cbr\u003e\u003cbr\u003eBrand building is challenging because one must master both the \u003ci\u003escience \u003c\/i\u003eand the \u003ci\u003eart\u003c\/i\u003e of brand growth to deliver success. One of the most powerful brand-building tools is merely a placebo \u003cbr\u003e\u003cbr\u003eAfter 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 \u0026amp; Gamble and throughout his career.\u003cbr\u003e\u003cbr\u003eProfessor Hackett identifies the most compelling aspects of brand management and breaks them down with a focus on results: \u003cbr\u003e \u003cul\u003e\u003ci\u003e\u003cli\u003eWe've got it Backward - \u003ci\u003eThe 80\/20 of Targeting\u003c\/i\u003e\n\u003c\/li\u003e\n\u003cli\u003e\u003ci\u003eConsumer is Boss - \u003ci\u003eThe 80\/20 of Consumer Understanding\u003c\/i\u003e\u003c\/i\u003e\u003c\/li\u003e\n\u003cli\u003e\u003ci\u003e\u003ci\u003eLess is More - \u003ci\u003eThe 80\/20 of Positioning\u003c\/i\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/li\u003e\n\u003cli\u003e\u003ci\u003e\u003ci\u003e\u003ci\u003eMarketers Lie, but Numbers Don't - \u003ci\u003eThe 80\/20 of Analysis\u003c\/i\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/li\u003e\n\u003cli\u003e\u003ci\u003e\u003ci\u003e\u003ci\u003eOpportunity from Chaos - \u003cem\u003eThe 80\/20 of Messaging\u003c\/em\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/li\u003e\n\u003cli\u003e\u003ci\u003e\u003ci\u003e\u003ci\u003eSell a Little, Learn a Lot - \u003cem\u003eThe 80\/20 of Marketing Activation\u003c\/em\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/li\u003e\n\u003cli\u003e\u003ci\u003e\u003ci\u003e\u003ci\u003eFirst Moment of Truth - \u003cem\u003eThe 80\/20 of Shopper Purchase\u003c\/em\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/li\u003e\n\u003cli\u003e\u003ci\u003e\u003ci\u003e\u003ci\u003eProduct Placebo - \u003cem\u003eThe 80\/20 of Quality Perception\u003c\/em\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/i\u003e\u003c\/li\u003e\u003c\/i\u003e\u003c\/ul\u003e\u003ci\u003e\u003cem\u003e\u003cbr\u003eThe content in this book has been vetted semester after semester by students who do not settle for theoretical.\u003cbr\u003e \u003cbr\u003eFor detailed feedback from people who have had extensive interactions with Professor Hackett, please visit 8020brand.com\/train\u003c\/em\u003e\u003c\/i\u003e\u003cem\u003e \u003c\/em\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Aaron Hackett\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1096291754\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781096291756\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Independently Published\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/05\/2019\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 166\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.37lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 7.99h x 5.00w x 0.35d","brand":"Aaron Hackett","offers":[{"title":"Paperback","offer_id":43923995295999,"sku":"9781096291756","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_066e4204-01ee-49ff-bd69-79b4592064f8.jpg?v=1681067869","url":"https:\/\/www.whiterainbookhouse.com\/products\/8020-brand-aaron-hackett-9781096291756","provider":"WR Book House","version":"1.0","type":"link"}