There’s a formula to loyalty: super-fandoms have mastered it.

Four ways to build fandom and rethink traditional customer-building approaches.

Building super-fandom isn’t an art, it’s a science with a proven formula that brands can learn and replicate. The most successful fandoms, like Taylor Swift’s Swifties, follow predictable patterns centered around building strong emotional architecture around a shared idea to generate a sense of belonging. Mastering this formula is integral for brands seeking lasting loyalty as it’s the only reliable path to transforming casual consumers into passionate advocates who drive real business impact.

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Fast Company / IMPACT Council / Andy Zimmerman