Campus Life

A Brand Empire ‘Built On Love’

Brand Master Nicole Portwood’s SXSW talk at Texas A&M [Power] House explored how a focus on the individual can turn a brand into an empire.
By Sam Peshek, Texas A&M University Division of Marketing & Communications March 12, 2019

For Nicole Portwood, a brand built on a foundation of love can create the most meaningful human connections.

Portwood, vice president of marketing for Mountain Dew, Energy & Flavors at PepsiCo, shared how bonds created through genuine expressions of kindness and humanity toward fans creates a ripple effect that can sustain a successful and lasting business.

“What’s important to remember is that each one of the ripples that you put in the pond has an effect. If that ripple is 200 people or 200,000 people, it is still a ripple,” Portwood said. “The waves it generates radiate outward from person to person through real human communication…eventually all those waves collide, and that’s when the real magic starts to happen and people start to see in each other collective fandom.”

Listen to her full talk on SoundCloud.

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