Once considered niche communities with limited mainstream reach, fandoms now dominate today’s economy, influence consumption patterns, shape identities, and contribute significantly to the success and impact of products and cultural phenomena across entertainment, sports, literature, and more. Fandoms have tilted the scale between consumer and brand and have ushered in a new level of power and influence for underrepresented communities who now have expanded access, involvement and influence over brand narratives and the brand itself. How can brands and organizations weave fandom communities into the fabric of the brand, giving way to marketing strategies, sponsorships and partnerships that more closely reflect everyday life?
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