Targeting is one of the most fundamental marketing concepts. It indeed is a strategic decision that will drive essential choices throughout the marketing program. Unfortunately, many marketers are getting it backward although with good intentions.
Precise targeting has a perceived drawback. When the business goal is to maximize revenue, intuition leads us to sell to as many people as possible. To sell to as many people as possible, we need to make compromises in our products or services. We need to be generally appealing and avoid catering to the specific needs of any particular subgroup. Our messaging must be careful to make everyone comfortable rather than leverage a unique insight that would emotionally connect with a critical consumer subset while potentially turning off another subset. The broader the target, the greater the compromise. We end up with a brand that many people like, but no one loves. To build a meaningful brand, we need consumers to love it.
Simplicity is an important concept to keep in mind when advertising to your 80/20 target and definitely before beginning data analysis. We will create simplicity through structure.
Positioning should be your primary brand strategy tool. When we engage with a new brand, positioning is where our minds should naturally go. Many brands miss this, but it is reasonably intuitive. The way we walk through positioning is how a brand manager would typically think through a brands’ positioning
The ability to find the opportunity and exploit it in the face of this chaos is what sets the great Brand Managers apart. The ability to glean opportunity from chaos is especially meaningful in brand messaging. Even slight miscalculations in messaging may mean the difference between success and failure.
The message is one of the most strategic aspects of brand building. You have significant information about your brand. If you had a ten-minute conversation with a consumer, you would probably be successful in getting her to try your brand. Of course, this is not feasible from a marketing perspective, and a consumer will only give you mere seconds. The message must be engaging to earn her attention. Therefore, delivering a concise message that goes to the heart of her accepted consumer belief is mandatory.
Create marketing plans in a carefully structured manner. Every element of the marketing plan should be deliberate and support a higher-level purpose. When creating your marketing plan, take consumer data (the science) and craft it into a hopefully compelling message (the art). With digital marketing, you can bring science back into the evaluation of the art. You can measure how a message performs with your 80/20 target in a sample size that is statistically significant. This ability has been revolutionary for marketing clients in understanding consumer preferences and messaging improvements. Clients have witnessed how different messages have performed on Facebook, Google, LinkedIn, and Twitter.
The 80/20 of Shopper Purchase:
Sometimes you do everything right. You perform insightful analysis, create engaging advertising, and build a robust marketing plan, yet the expected results do not follow. There could be many reasons for disappointing results, but a common cause if what P&G identified as the First Moment of Truth.
The premise was that a consumer might tell us something about preferences or buying habits, but we could see the truth when the consumer voted with her dollars. According to our consumer knowledge function around 75% to 80% of purchase decisions are made in-store increasing the urgency for a First Moment of Truth solution.
Product Placebo is a deceptively powerful yet overlooked brand building tool. The influence of placebos parallels the brand equity advantage of leading brands over generic products. Placebos deliver their benefit, not necessarily in a rational way, but more persuasively, through firmly held consumer beliefs. These beliefs allow the connection to go beyond analytical to emotional. Emotionally connecting to the 80/20 target is the ultimate path to building meaningful brands. Go for consumer experience over brand explanation.
Customized sessions is where training merges with consulting. Participants have a natural tendency to begin applying theory to existing business needs during our existing modules. Let us know of any specific requests, and we will collaborate to bring a personalized solution.
Unsurpassed Brand Management Training
Anonymous Survey Feedback
- I enjoyed the content and the approach to the material. The book was easy to read and gave good examples for reinforcing the concepts. The assignments were enjoyable and facilitated learning well. I appreciated the cadence of the course.
- Great class. Super fun. Loved the projects. Loved the final project and being put on the spot like that.
- Made class fun, informative, and cares about helping students learn. I also really appreciated the $10 ebook. I read the whole thing, and will be using it as a resource in the future as well. I'd make that a requirement for the class, and it really helps learning (and studying for the exam).
- Great class. It's great learning from a professor who has applied these teachings in an actual corporate environment.
- Relatability and humility, though he clearly has the requisite knowledge and experience. Also he's a practitioner, so he ACTUALLY knows what he's talking about.
- Interactive learning was the most I’ve done out of all mba courses. The projects were very relevant to the theories we learned in class.
- Great affiliation and rapport. Strong knowledge of the subject matter. Engaging!!
- Professor Hackett focused on the most important concepts and ensured that we fully absorbed them through hands- on learning and in-class repetition. I feel confident that I have a best-practice framework to be a brand manager.
- You were great, Professor. I learned a lot about making a brand and as i'm currently actively managing a brand for work, it has made me think about my brand differently and more creatively than before.
- This course exceeded the high expectations that I had for it from reading reviews, course syllabus, etc. Great experience! To reiterate, it'd be great to have Professor Hackett lead a practicum that that built on this course.
- The book was so so helpful and I wish I had bought it earlier than I did
- This class was amazing. The freedom for each assignment allowed students to not only learn a lot about brand management but also about ourselves. I enjoyed the challenges that came with the presentations as I know it taught me a lot and made me more confident in my abilities.
- My friend and I both got summer internships with the companies that we did our elevator pitch/professional I am a brand presentations for :)
- Material & presentation thereof were phenomenal.
- Lecture was absolutely amazing; this has been my favorite class in my entire time here at Tech; I appreciate that you encourage class participation and discussion because it made the whole class more interesting and interactive rather than only being lectured at
- I would hate to see this class/professor go away!!!
- Loved how it related to the real world. The projects really helped me to understand what I can being doing in life
- This may have been one of the best classes I have had at tech so far. Professor Hackett makes it incredibly engaging and interesting and knows how to lecture well while holding his students’ attention
- Everyone I talked to before I took this class said it was their favorite marketing class they've ever taken so that's why I took it! Although it wasn't my favorite class this semester (I was taking some entrepreneurship classes which were new for me so it was extra fun) I think it was also my favorite marketing class! The class was so fun I didn't mind having it at 4:30!
- Always engaging, simple, yet surprising. I really enjoyed this content that the course covered.
- He wanted us to do well in the class and actually learn things. This made a world of difference because the class was more tailored to learning and using the material - which at least for me the using what we have been taught is how I remember things.
- I loved the consulting project, and I learned so much from it. I am excited to apply the things I learned in this class to my internship this summer in Brand Management!
- I have really enjoyed this class! I felt challenged and always loved attending because I knew that I would learn something from it. I'm so excited to continue in this field and I think I could probably hit the ground running because of this class. Thank you for a wonderful semester!
- Loved this class and made me want to go into brand management
- I now want to pursue a career in brand management!
- I think you should continue taking small scale feedback from students but overall, the class is so well set up and is one of the most cohesively taught and facilitated courses. There is room for group work, there is room for individual work, there is room for lecture, and there is room for interaction as well. I am a big fan of that!qq
- Extremely effective instructor. Consistent and clear in giving project instructions and lectures. Very good listener and moderator of class discussions. Made me want to participate.
- Of all the classes I have taken at Tech, this has been my favorite.
- Really interesting content and no busywork which was great!! I enjoyed this class a lot and I think I learned things that will stick with me for a while, maybe even more stuff than I even know right now.
- Very communicative and was very passionate and knowledgable about the subject. Had very good real world examples
- Hackett cared about the students succeeding and really understanding the material - he also made the class fun to be in while learning a lot which was a nice change of pace from other classes.
- I felt that the professor made a great effort to make sure that we excelled in his class and his experience with marketing allowed us to gain real-world knowledge during class.
- very knowledgeable; knew how to ask us questions that would challenge us to think + learn; I felt like you wanted us to care and learn and were always encouraging
- Really knew what he was talking about. Very knowledgeable
- Credible, clearly passionate, knowledgable, charismatic. Always open to feedback and truly listened to every comment without bias.
- he doesn't just talk at you, he makes you discuss and figure out how to use the topics he is teaching; he is very respectful and hears out every opinion
- Great lecturer, really great flow through the class, I felt like I was engaged the whole time.
- Let us know exactly how to succeed in this class but also in a career in brand management. Made class fun and engaging
- I appreciate how humble he is, always asking us how he can better teach the class and if we think anything needed changing?
- Always asking for feedback and improvements on his assignments. I really appreciated the fact that Hackett candidly discussed his thoughts/logic about why he made decisions the way he did about project requirements, but was still flexible and receptive to comments and criticism about assignments, and we all felt confident that our feedback was actually heard since it was done public-forum style.
- Professor Hackett truly made me look forward to coming to class every day. He was very clear with his expectations and enthusiastic in sharing his wealth of knowledge about brand management. If I could retake this class, I totally would and I will be highly recommending it and any class with Professor Hackett to everyone I know
- Professor Hackett's experience in brand management is impressive to say the least, and he also has a great affinity for teaching in that he is engaging no matter the subject matter. He cares about every student and their progress throughout the course, while assisting everyone with feeling more comfortable in terms of meeting the objectives.
- Best professor I have had at Georgia Tech
- his experience and stories that he brought in and the case studies made learning the material both easier and more interesting
- One of the best professors I have had at Georgia Tech
- Thanks for being so awesome and helpful!
- I think the focus that Prof. Hackett brings to all the content he teaches is his biggest strength. He has really trimmed the course down to the essentials that you need and then uses the majority of the semester helping us to hone those skills with practice.
- I know you said to give negative feedback but for the most part this course was really good. In the end I feel very capable of working with brands and it meshes well with my major (ID). I would say perhaps the pacing of the earlier parts is a bit slow and can feel a little boring, but I think that’s because I kind of have a resonance preference for being stressed/active. I’d though of brand management as an “eh, maybe” at the beginning but now I feel like it’s actually a strong possibility down the road.
- one of my favorite classes I've had, and the only class I've been in where laptops were allowed but I was only rarely not paying full attention.
Professor Hackett is one of my favorite professors at Scheller, hands down. He does a great job of teaching us while also making sure we are all engaged. He works with us to make sure we truly understand what we are learning and values feedback. Not many professors will take the time to make sure we really understand the material and then move on with the next section. His light-heartedness in nature provided for a great classroom experience. I am recommending this class to everyone!
- I wish I had taken this sooner. I would have switched to being a business major and hopefully made a career out of it (still might do the latter)
- It was engaging and simple. I didn’t feel overwhelmed but I still felt like I learned a lot which are usually mutually exclusive at GT
- Engaging, interesting, fun, and well taught
- I liked how the professor laid everything out for us at the beginning of the semester and told us what it would take to get an A. He was very clear about what he expected and how the class was going to go, which made it easy for me to understand. He was very organized which is not something you find in a lot of professors either.
- At the beginning of the course I thought that the principles that Prof. Hackett was teaching were a little extraneous and didn't see how they would be able to be applicable. But as the semester went on, I realized that the fact that he was being so focused was helping me to hone in on those skills that were actually present in the workplace.
- The things that we learned are really going to stick with me. The way the course was structured for the 80/20 target was very successful. I feel like I have learned a lot.
- My favorite aspects of the classes were all the assignments. They were deliberately made where we could learn something from each assignment rather than just having busy work. Everything played a hand and built off each other, where by the end of the semester you realized you learned so much more than you expected. I enjoyed the I Am A Brand project because it definitely pushed me out of my comfort zone and helped me feel a bigger connection with my classmates. I felt more comfortable with my classmates after and that made presentations easier.
- Class was engaging and interesting
- This was the first time I did brand consulting project ina group. And I was so impressed by the I am a brand project, it was really an amazing experience to me.
- Would love another type of brand class like this. There are a lot of brand jobs available these days, so having insight like this would be more helpful.
- Great teacher who was able to teach almost without you realizing you were learning. Very effective class.
- This class has been one of my favorite classes as a whole. I never felt like I was doing something to just do something, rather every task was vital in helping me learn
- More classes like this please. And talk to more LMC’s because I think this is what a lot of them think the degree will be but aren’t in the right department
- the class was always engaging and fun to come to.
- He kept things simple and was very understanding, yet gave constructive feedback
- Hackett has real-life experience in Brand Management and is enthusiastic about the subject matter. He also encourages the students to participate, which makes the class fun
- Brings in a high level of knowledge from the field, keeps the class engaged with interesting projects, a fantastic professor
- Such a passionate and kind professor, he was very nice and understanding and I can tell he wanted us to learn. One of my fav profs by far. I loved and appreciated the structure of the class and the way he facilitated it. I learned so much this semester so thank you!
- Professor Hackett is a great teacher. He breaks things down in a simple, easy-to-understand way that makes the concepts less overwhelming.
- The professor's background in the material being taught really made the class more enjoyable. I was always in awe of his knowledge on the topic and it was translated to us throughout all the classes and lectures. He truly cares about his students and making sure that we are able to gain something from taking his class.
- Professor Hackett truly made this class interesting and engaging, he served as a resource and made us feel comfortable in speaking up and participating.
- I really appreciated the fact that he had so much real world experience and personal successes and failures to incorporate into the lectures
- I had a personal health issues halfway through the semester and he made it super easy for me to catch up and did not make me feel bad for being out (as many other professors did)
- Can't express how much I loved this class. I've always enjoyed coming to class and am now sad that it is over. I am more confident in my abilities and knowledge, and I owe a lot of that up to this class and the professor.