Evolving Global Consumer Insights at PepsiCo with Stephan Gans
Stephan Gans is SVP, Chief Consumer Insights and Analytics Officer at PepsiCo
Stephan reveals what values he brings into his work and how he is evolving Global Consumer Insights at PepsiCo to better understand emotional motivations, anticipate consumer behavior, strengthen customer connections and drive business growth.
Key Takeaways and Soundbites:
“I'm in a constant state of amazement about consumers, about people... why we do what we do, why we make the decisions we make.”
“There’s an over-reliance on functional benefits that people think they have.”
“In today’s world, I can't think of any functional benefit in that in and of itself is defendable for too long, too long a time.”
“It’s about the long-term, not the short-term. Short-termism is highly over-rated. Proper stewardship of a brand and a business for the long haul.”
“The best way to create Limbic Sparks is at the intersection of relevance and authenticity. If you hit that sweet spot, you can have all the sparks you want.”
Episode Topics:
Emotional Motivations & What Matters Most
Brand Leadership & Creating Brand Desire
Applying Consumer Insights to Marketing at PepsiCo
The Power of Emotional Insights & Creating Limbic Sparks
Curiosity, Human Behavior & Friendships
How MTV Tapped Into Deep Emotional Territory
Being an Authentic Team Leader
Improving Consumer Insights Reliability at PepsiCo
Here are some fun facts about Stephan…
Prior to joining PepsiCo, Stephan was the chief strategy officer for Interbrand North America, overseeing North American and Global practices. Before joining Interbrand, Stephan was co-owner and CEO of the global marketing consultancy EffectiveBrands, which focused exclusively on building effective marketing organizations for global brand leaders until it was acquired by WPP in 2014. Stephan began his career at Unilever, where he held both brand management and leadership roles in Europe and the U.S. Stephan was born in Amsterdam, The Netherlands and lives with his family in Greenwich CT.
“Leaders of strong brands are more successful because they understand and address what people care most about.”
“I’m in a constant state of amazement about consumers, about people... why we do what we do, why we make the decisions we make.”
Stephan is Sparking Brand Desire with Emotional Insight.
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