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1、August 2024BRAND F A N D O MClick icon to add pictureFANDOMSERIESDecades ago,a brand was a way for us to distinguish what we preferred to buy,to identify the shortest path to satisfaction.But over time,as marketing,technology,and society has evolved,the brand/consumer relationship has transformed fr

2、om that original,transactional connection,to one that is now intertwined with a myriad of dynamics.We dont just use brands anymore we engage with them,create with them,and play a powerful role in their rise or fall in the market.Were invested in them,because they are now an inextricable part of our

3、identity.In modern times,marketers often fixate on the elusive notion of brand love.That deep,emotional bond that drives a competitive advantage.But looking at brand connection solely through an angle of affection ignores the other elements that play a critical role in sustaining and growing any rel

4、ationship.The notion of brand fandom assumes love but goes beyond it.Because true devotion is more complexIn the third installment of Starcoms Fandom Series,we dive into the concept of Brand Fandom,to understand what the true drivers of devotion to brands are and how marketers can reframe the lens a

5、round these complicated relationships to drive growth in todays culture.Connections are curious things,especially the deep,meaningful ones we have with brands.And we follow them with the same fervor and fandom in the way that we obsess about sports teams,or our favorite musician.Our MethodologyWe kn

6、ow what fandom looks like in the sports and music space,but the ubiquity of brands in every aspect of life led us to wonder What creates brand fandom?,What creates brand fandom?,and if we could uncover commonalities in the attachments to a variety of brands.This report is underpinned by Starcom prim