“Product placebos are less commonly used, yet exceptionally effective in building brand equity, and ultimately consumer loyalty. Recognizing this opportunity for improved consumer experience, as brand builders, it is our responsibility to leverage placebos when reasonably possible to deepen brand relationships with the 80/20 target.” Brand BuildersBrand Equity80 20 TargetConsumer LoyaltyProduct Placebo Book:80/20 Brand: Brand Building with a P&G Edge Source: 80/20 Brand: Brand Building with a P&G Edge