Yesterday, here at TheMarketResearchEvent, Brett Townsend of PepsiCo and Wendy Wallner of GfK co-presented about...love. Brand love, that is.
They talked about how the best way to developlove is to researchLovers. And that his is not the same as talking to "heavy users" because brand "users" are not necessarily brand "lovers." Instead, they spoke about how targeting a very small percentage of the population, allows you to use those insights to inspire others.
One great example they gave is about one of my favorite brands: Harley Davidson. A brand that has always stayed true to who they are and emotionally know how to connect with their brand lovers. They showed this video, and I get it!
As an avid Harley lover, I can say, "yes, that's true…I believe in these things!" And further, "Hmm, how can I talk my husband into buying a Harley?" (but I digress).
Harley Davidson is not trying to be all things to be all people -- they're unapologetic in their messaging. They find something they WANT you to believe in and craft the message around that.
The model Brett and Wendy used to further demonstrate how to approach this way of thinking was Simon Sinek's model, "The Marketing Bullseye" -- good companies know to focus on the Why?
They mentioned that learning it's ok to EXCLUDE part of the population is key to creating that brand love. Instead, build human brand relationships with purpose - focus on the WHY behind your love to inspire more love!
Because…I believe in love (and freedom:).
April Bell is Principal and Founder of April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.