Marketers chase ‘fandom’ as the new buzzword for brand loyalty
Marketing execs are rallying around “fandom” as a way to embed brands in culture rather than advertise around it.
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 · Kimeko McCoy · read the original.
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