When Fandom Turns into ‘Brandom’ – Exploring Passion Marketing to Drive Brand Loyalty

Date: 23 May 2024

Today, marketers are ruled by trends and passions fueled by current and emerging subcultures which shape their overarching brand strategy. Fandom sits at the core of sectors such as live music, which brings the fan into the experience, and allows them to drive the conversation - even in the most niche of genres. When embraced by brands, fandom drives passion and loyalty. So, how can marketers find and engage their own communities to shape their marketing strategy for long-term success.