Why brand "lovers" are PepsiCo's priority
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, and then you go and you tell that story to everybody else – and tell them why they should love you, too."