Fandom is the future of marketing
A bold claim, we know, but hear us out. As fans ourselves, we’ve experienced firsthand the remarkable power of fans’ passion-driven worlds. And as marketers, we see in fandom the opportunity to create truly meaningful, co-creative relationships between people, communities, and brands. Because when brands invest in relationships with fans, they create an enduring place in people’s lives — and business value that endures well beyond any positioning or campaign.
Fandom is a state of mind unlike any other.
Why does fandom have such power to influence our thoughts and behavior? Because it’s a unique state of mind that exists at the intersection of emotion and identity. People become fans when their deepest sense of self comes into contact with people, places, and experiences that invite it out into the daylight.
If you want to reach someone’s authentic fan self, you first need to know how to activate it.
Fandom is a journey
and fans never stand still.
Every fan is on a journey of self-discovery: becoming part of a community even as they deepen their understanding of who they are as individuals. In other words, being a fan is a dynamic experience, just as much about evolving and growing as it is about ritual and routine.
If you want to connect with fans, you need to meet them where they’re at, and help them get where they’re going.
fandom is culture
you can grow it, but you can’t own it.
Even if you make the most popular show or album or video-game in the world, know this: when it comes to your fans, you’re a guest in their universe. That’s because, while fans might devote themselves to your thing, their culture and lifestyle is a unique creation all their own.
If you want to foster a relationship with fandom, you need to be sure you do it on their terms.
Our Process
01
Insights
We unlock the emotional codes for fandom, from individual to culture.
02
Strategies
We craft action plans for brands to create fans and inspire fandom.
03
Campaigns
We develop creative campaigns that spark fandom’s energy.
04
Content
We create content-led stories and experiences that enrich fans’ worlds.
build fandom with focus
Our 1-Day Fandom Essentials Workshop provides your team with everything you need to start building brand fandom.
01
The Rules
Understand the rules of fan engagement in your category.
02
The Best Practices
Instill fandom-building best practices across your team.
03
The Action Plan
Build a plan for inspiring fandom around your business.
LET"S WORK TOGETHERWant to Learn More about Fandom?
Not sure where to start? Need help solving a business problem? Curious to learn more about our approach to fandom? Interested in collaborating? Smash that send button and we’ll be right back to you.