Superconsumers: A fast track to brand growth

There is a special category among consumers of every product and user of every service. These are those sneaker lovers who have dozens of pairs. Sports fans who wear T-shirts with the logo of their favorite team. Those who are not influenced by price and who buy a product for the emotions and meanings that your brand transmits. There may be few of them, but these 10 percent are the most powerful category of your customers (a kind of superconsumers) who will give you most of the profit. How to establish a connection with this super-loyal audience? Why should even a small business first of all build relationships with it? How to turn an ordinary buyer into a super-loyal one?