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How to Build Fandom for Your Brand

Fandom is where passion meets community and informs identity. Brands who want to nurture this kind of engagement need to understand the nature of fandom itself.
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How to Build Fandom for Your Brand

Every fan is a loyal customer, but not every loyal customer is a fan.

What is fandom — and why does it matter?

From global entertainment franchises to niche boutiques, some brands’ consumers are more than just customers — they are fans. For fans, it’s often the deepest emotional needs that ultimately drive their engagement.

In recent years, we’ve helped global consumer brands accelerate growth by nurturing their fans. Along the way, we’ve uncovered insights that apply to all brands.

What you’ll learn

  • Why understanding identity is critical to cultivating fandom,
  • How to examine engagement touchpoints to evaluate areas of opportunity,
  • The role that community plays in sustaining and growing fandom around your brand, and how much it should shape that experience,
  • The ways strategic insights and marketing strategy can help increase fandom for your brand, and more

About the author

Material is a leading global consumer intelligence and customer experience consultancy. Partnering with business leaders, we help tackle their most significant customer challenges to help them differentiate in the marketplace, build smarter, more connected experiences, and maximize value delivered to customers and society. Our unique customer intelligence engine is powered by analytics and behavioral science, fuels world-class design and enables the delivery of products and services to bring digital transformation to life.

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