Why brand "lovers" are PepsiCo's priority

This event report discusses why PepsiCo, the food and snacks groups, believes brand "lovers" should play a greater role in market research.

Why brand "lovers" are PepsiCo's priority

Geoffrey PrecourtWarc

Brett Townsend, PepsiCo's director of strategy and insights, thinks small – that is, narrowly and tightly – when he taps into the elements that constitute true brand love. "The type of shopper who truly loves your brand is a very small percentage of your overall shopper," he told delegates at The Market Research Event (TMRE) 2013, held in Nashville, Tennessee.

"But the reactions of those brand enthusiasts should play a critical role in positioning a product or service. You develop a story [reflecting] the way that your lovers see you,...

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