An in-depth look at the explosion of fandom, and how fans are transforming the future of business.
Fandom isn't a noun, it's a verb. Fans create; they engage; they discuss. Today's fans go well beyond geeks - they're equally valuable to Starbucks as to Star Wars and to Chanel as to Chelsea FC. The ubiquitous plea to 'Like us on Facebook' heralds the beginning of a new reality: consumers buy a product, but fans make a product more buyable.
An essential guide to the fan-fueled future, Superfandom explores the explosion of modern fandom and its transformative impact on culture and business. In chapters centered on case studies of the world's most- admired brands, experts Zoe Fraade-Blanar and Aaron Glazer delve into the sociology and psychology of fan culture, and how it can change the way business works.
The internet has given businesses ways to talk directly to their fans, hear their needs and desires, and react in real time. Never before have fans had so much clout with companies, often collaborating to design the products they want. And this cycle is only set to continue. As the authors reveal, we are entering an age of fandom convergence - one in which fan activities and communities become intrinsic to the brand experience. Practical, investigative and reflective, Superfandom is an indispensable guide to this new world.
Zoe Fraade-Blanar is a faculty member at New York University's Interactive Telecommunications Program and the Studio 20 program at the NYU Arthur L. Carter Journalism Institute. She is co-founder and Chief Design Officer of the crowdsourced toy company Squishable. Aaron M. Glazer is the co-founder and CEO of Squishable. Before founding Squishable, he worked as a business researcher, consultant, and journalist. He began studying non-traditional entrepreneurial models during his time at Johns Hopkins University.
Paperback - B format