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The evolution of fandom and how to nurture a fan base for brand loyalty

Cheil MEA's Brenda Kassir explains how fandoms are an indication of cultural credibility, which is a pathway to powerful brands, especially those aiming at growth and long term sustainability.

Brenda Kassir, Strategy Director, Cheil MEA on building and nurturing a fan base.
Brenda Kassir, Strategy Director, Cheil MEA on building and nurturing a fan base.

There’s nothing new about being a fan, we’ve been fans of poets, musicians, sports teams, films and writers way before modern marketing and our labels.

In my teenage years, my friends were huge fans of New Kids on the Block, they’d stick New Kids posters on their walls, follow every bit of their news in magazines, watch any TV interview they could find and of course go to their concerts when they were on tour.

Personally, I didn’t understand that obsession, I would listen to their music but I wasn’t a NKOTB fanatic, and I didn’t want to spend all my allowance buying NKOTB merch (we didn’t call it merch back then).

In the ‘noughties’, we saw the rise of the ‘cool geek’ archetype when it was a vibe to be heavily involved in certain niche interests.

With the launch of Comic Con in Dubai in 2012 and the surge of Japanese Anime around the same time, qualification for fandom was driven up a notch and required participation in the community, going to conventions and meet-ups.

Being a fan was about a sense of belonging but it was also about thrills and entertainment, learning from and sharing with others, this was especially true when it came to sports fandoms, but it was still a relatively passive activity by today’s standards.

Today, fandom continues to evolve along with our technology especially social media. These days fandoms are a whole ecosystem that thrive and take on a life of their own beyond the original creator thanks to various mediums of expression like vlogs, fanfic, cosplay, fan art, fan chatrooms. This not only allows fans to feel part of a community, but to create and distribute beyond that community as well.

Fans see themselves as invested in the content or artist they follow, and the contributions they make to a community keeps it buoyant and provides a feedback loop for more content both from the fan community and the original creator.

Building strong brands by nurturing fans

 Global brand executive Ana Andjelic notes that “most successful brands today are fan-made, created by communities of fans who do not necessarily know each other but share tastes, aesthetics, and interests.”

And nurturing fandom is more than just getting customers to like your brand, it’s about becoming a part of your customers’ identity, providing them with a sense of belonging, and offering them an emotional experience that they can’t get anywhere else.

In this way, fans are more likely to remain loyal to a brand and even advocate for it amongst their network of family and friends. And ultimately, this is the hallmark of a compelling and strong brand that develops loyalty that transcends the rational and becomes emotional. It’s not so much that fans help facilitate a strong brand experience, rather fandom is branding done right.

Things to keep in mind as we nurture our fan base

  1. Content and / or story development is the foundation that gives fans something meaningful to rally around. This could be a musician like Taylor Swift (Swifties) or Coldplay; or a book or movie like Harry Potter (Potterheads) or Star Trek (Trekkies). The core material must be compelling enough to spark imagination and deep enough to reward dedication. Like an ever-expanding universe (Marvel), it should offer layers to explore, mysteries to unravel, and enough creative space for fans to fill in the gaps with their own theories and interpretations. As far as product brands are concerned, they should focus on building a compelling narrative and consistently delivering value beyond just being useful For example, Cariuma doesn’t just sell sustainable sneakers – they celebrate and gather people around skateboarding culture and sustainability. Patagonia builds their narrative around environmental activism and outdoor adventure. The content needs to reflect your brand’s values and give customers something meaningful to believe in and share and create from.
  2. Community engagement is the heartbeat of any fandom, creating a vibrant ecosystem where fans can connect, share, and belong. This becomes even more crucial for brands, as it’s about creating a tribe united by shared values and lifestyle, not just product preference. Think of how Patagonia shoppers form tight-knit communities, sharing milestones and supporting each other’s outdoor adventures, or how Harley-Davidson riders bond over their shared passion for freedom and adventure. The key is fostering connections that transcend the product itself.
  3. Fan empowerment and recognition transforms passive audiences into active participants by acknowledging their vital role in a fandom’s ecosystem. When creators and brands recognize fan contributions, listen to feedback, and create special experiences for their community, they validate the time and emotion fans invest. This turns casual followers into lifelong advocates by making them feel like valued co-creators. In a brand context this means turning customers into brand advocates by making them feel like valued members of an exclusive club. This could mean featuring customer stories (like GoPro sharing user adventures), creating ambassador programs (like Lululemon’s educators), or offering early access to new products for loyal customers. When people feel like they’re part of your brand’s journey, they’re more likely to champion it to others.
  4. Don’t set out to create fans, set out to create something of value. Everything starts with an authentic brand and genuine value creation. The most devoted brand followings emerge organically over time around companies that simply focus on doing something great, whether that’s exceptional product quality, innovative solutions, or meaningful impact. Be honest, tell your brand origin story in a way that is unique to you, and serve your customers well, consistently. Surprising them with good news or rewards from time to time helps too!

In today’s environment, fandoms are an indication of cultural credibility, which is a pathway to powerful brands. Therefore, Brands aiming at growth and long term sustainability should aim to be a catalyst for people to organise around and thereafter nurture that fanbase.

As for me, whilst I’m still not a devotee of celebrities, these days I follow some of my favourite thought leaders and writers on Substack, I contribute to their community discussion and I get involved in their initiatives – perhaps I might finally qualify as a fan.

By Brenda Kassir, Strategy Director, Cheil MEA