> ## Content Index
> Fetch the complete content index at: https://fabric-media.ghost.io/llms.txt
> Use this file to discover other available public pages before exploring further.

# Marketers chase ‘fandom’ as the new buzzword for brand loyalty
- URL: https://fabric-media.ghost.io/marketers-chase-fandom-as-the-new-buzzword-for-brand-loyalty/
- Published: 2026-08-24T22:42:17.000Z
- Updated: 2026-08-27T00:47:19.000Z
- Description: Marketing execs are rallying around “fandom” as a way to embed brands in culture rather than advertise around it.
- Author: Fabric.Media Editorial
- Tags: Agencies, Kimeko McCoy

**Why it matters.** Brands and agencies must now build fandom-mapping and sales-lift metrics rather than relying on old demographic proxies like stadium attendance or box office data.

*Signal from* [*digiday.com*](https://digiday.com/?ref=fabric-media.ghost.io) *·* [*Kimeko McCoy*](https://fabric-media.ghost.io/tag/by-kimeko-mccoy/) *·* [*read the original*](https://digiday.com/marketing/wtf-are-fandoms-and-why-are-marketers-chasing-them/?ref=fabric-media.ghost.io)*.*