"Aaron Hackett has written an engaging book that authentically captures the marketing lessons and truisms inherent to the P&G marketing experience. But this book is not just a memory jolt for ex-P&Gers, rather it shares the core tenets to help any marketer on any brand anywhere. One piece in particular stood out for me, which I have also focused on as I have built my career after P&G: good writing comes from good thinking - if you can't concisely write what you want to do and why you should do it, then your thinking isn't good enough either. All business plans should be developed and evaluated as such!"
- ANDREW TOWLE, General Partner at Next Gen Nutrition Investment Partners
"An enjoyable read. This book took me down memory lane, reinforcing actionable principles that should be part of a team's everyday approach. It brings to life new perspectives of marketing in "today's world." Consumer understanding, data analysis, and great storytelling are timeless branding staples. No question that aspiring brand builders will be positively impacted by this book!"
- KERRI CHRISTIAN, Vice President of Marketing at FOCUS Brands
"This book will challenge anyone who really wants to understand brand-building. 80/20 Brand goes directly at the most essential point for a marketer - how to tackle key choices to actually build a brand. Hackett takes a complex topic and turns it into basic principles and lessons in a straightforward delivery."
- TOM PENNER, CEO of Professional Plumbing Group"Success in any endeavor comes from focusing on what's most important, and 80/20 Brand drives that home. If you're just starting your career in brand building, Hackett's book is your secret guide to a faster start. Or if you're someone that's been at it for a while already, it's a true and practical reminder of what you've often had to learn the hard way. I wish I had this book 20 years ago!"
- ERIC CHRISTIANSON, Former CMO of Perdue Farms
"A must & relatively quick read if you want to have a primer on Brand Management 101. Aaron Hackett brings to life the importance of identifying your target to create an engaging Marketing plan for business & brand building. Principles taught in simple concepts of targeting, points of difference, awareness and engagement that will drive delight at the first and second moments of a consumer's brand discovery and use. In a world where brands get seconds to drive engagement, this is a great storytelling led way to inspire brand builders for use across digital and all mediums."
- DAWN W. THOMPSON, Executive Vice President and Head of Brand Management at Hollywood Beauty Products and Former Procter & Gamble Senior Brand Director
"80/20 Brand: Brand Building with a P&G Edge is a must read for all young Brand Builders and entrepreneurs. Aaron does a great job of taking a comprehensive framework for building a brand and condensing it down into simple, usable concepts. Marketers need to better understand brand building and this book provides a great overview. Again, I believe this is a must read."
- GARY DE JESUS, Chief Brand Officer at BRAND'M
"80/20 Brand provides practical & relevant tools, based on the P&G marketing experience, made available & relevant to any marketer on any brand. Aaron goes directly to the most essential point for a marketer - how to make strategic choices for developing brand-building plans and he delivers the content in a clear and concise fashion."
- TARA WEYMON LEONARD, VP Marketing, Herman Miller
Aaron Hackett has been at Georgia Tech's Scheller College of Business since 2013, where he teaches the Strategic Brand Management courses for MBA and undergraduate students. In addition to teaching, Aaron consults brands through his 80/20 Brand consulting firm and coaches startups through Georgia Tech's CREATE-X initiative.
Aaron is a marketing leader with experience in both Fortune 500 and emerging organizations. Beginning his marketing career at Procter & Gamble as an Assistant Brand Manager and later progressing to Vice President of Marketing and General Manager at The oneCARE Company, Aaron has helped leading organizations launch successful new product initiatives, fix under-performing brands, and leverage digital marketing to efficiently build revenue.
Aaron has delivered successful product innovations such as Folgers ground flavored coffee and Healthy Choice's Asian steamed meals, resulting in first-year revenues of $10MM and $23MM respectively. He has managed business unit brand portfolios, such as The oneCARE Company's $60MM fabric care business unit featuring Dryel, and several P&G licensed brands. Aaron has balanced his line management success with corporate mastery experience that allowed him to deliver P&G's current best approach for in-store messaging.
Aaron is an MBA graduate of Stanford University. He received his M.S. in Industrial Engineering from the University of Tennessee at Knoxville and B.S. in Mechanical Engineering from the University of Texas at Austin. Before Marketing, Aaron worked several years as an Engineer and Information Technology professional at Bechtel National, Incorporated. He lives in the Atlanta area with his wife and three children.
To connect with Aaron about training or consulting, email 80/20 Brand at firstname.lastname@example.org.