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WHAT IS BRAND FANDOM, AND WHY IS AUDIENCE NOT ENOUGH?
Brand fandom is not follower count. It begins when people repeatedly choose to participate, return, identify and carry a brand’s culture forward.
AUDIENCE IS A DISTRIBUTION CONDITION.
Follower count, reach and impressions describe access to attention. They do not establish belonging or repeated behavior.
FANDOM IS A RELATIONSHIP CONDITION.
Brand fandom begins when people repeatedly choose a relationship through participation, return, belonging and advocacy.
MEASURE THE RELATIONSHIP IN LAYERS.
Engagement can lead to participation. Participation can lead to return. The stronger business question is what becomes more valuable if the behavior repeats.
DEFINE THE REPEAT BEHAVIOR BEFORE THE CHANNEL.
Ask what people should do again, why they would return and what evidence would justify calling the relationship stronger.
READ THE RECEIPTS.
Brand fandom is not follower count. It begins when people repeatedly choose to participate, return, identify and carry a brand’s culture forward.