Why brand "lovers" are PepsiCo's priority

Geoffrey Precourt

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.

Brett Townsend"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."