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  • Technology, Fandom Communities and Co-Creation With Aja Romano

    Technology, Fandom Communities and Co-Creation With Aja Romano
    Aug 23 2023

    IIn our latest episode with Aja Romano, who is a culture reporter for Vox Media, we discuss the evolution of fandom, the stigma associated with it, and how brands can effectively engage with fans. Aja shares her personal journey into fandom and highlights the importance of authenticity and understanding fan communities. We also touch on the impact of technology, AI, and social media, as well as the challenges brands face when trying to navigate this space. The conversation explores examples of brands that have successfully embraced and rewarded their creators, such as Lego, Star Wars, and Disney. They also discuss the resistance to change within fandom and the balance between storytelling and fan expectations. Overall, the episode provides valuable insights into the world of fandom and how brands can effectively engage with their fan communities. Below is a synopsis of their conversation.

    Navigating Fandom: Balancing Creativity and Fan Engagement

    In a world where fandoms have become a powerful force, brands and creators are constantly seeking ways to engage with their fans. However, finding the right balance between creative storytelling and fan expectations can be a challenging task. We explore the dynamics of fandom, the challenges brands face when interacting with fans, and examples of successful approaches to fan engagement.

    Set up a time with someone from our team to learn more about how we can help you use the power of fandom for your brand.

    Understanding the Stigma:

    Fandoms have historically faced stigma and misconceptions, often associated with niche interests and extreme behavior. This perception has been fueled by the divide between sports fandom, which is more widely accepted, and pop culture fandom, which has been marginalized. The emergence of online platforms and the transformative side of fandom further intensified this stigma, particularly due to the involvement of women, queer individuals, and people of color.

    The Power of Technology:

    Technology has played a significant role in shaping fandoms and their interactions. Platforms like Tumblr and AO3 (Archive of Our Own) have provided spaces for fans to connect, create fan fiction, and engage in discussions. However, the rise of AI and scraping technologies has raised concerns among fans about the exploitation of their content. Brands must be mindful of these concerns and respect the boundaries set by fans.

    Successful Examples of Fan Engagement:

    Several brands have successfully embraced fan engagement and co-creation. Lego stands out as a prime example, allowing fans to submit their own designs and rewarding them with royalties. Star Wars and Disney have also recognized the value of fan creativity, elevating fan art, fan works, and trivia nerds within their communities. Netflix, despite some challenges, has made strides in interacting with fans, particularly through its Crunchyroll platform.

    Navigating Change and Storytelling:

    Navigating change within fandoms can be a delicate process. Creators may face resistance when evolving characters or storylines, as fans often have strong attachments to established narratives. However, great storytelling often involves character growth and evolution. Striking a balance between honoring fan expectations and pushing creative boundaries is crucial.

    The Importance of Listening and Valuing Fans:

    Successful fan engagement requires brands to pay attention to their fans and understand their desires. Brands that actively listen and value fan creativity tend to foster stronger connections. However, it is essential to differentiate between constructive feedback and extreme opinions. Not all fans' voices should be given equal weight, particularly when harmful ideologies are involved.

    Navigating fandom and fan engagement is a complex task for brands and creators. Balancing creative storytelling with fan expectations requires careful consideration and understanding. By valuing fan creativity, actively listening, and respecting boundaries, brands can foster meaningful connections with their fans. Ultimately, successful fan engagement lies in recognizing the power and diversity of fandoms and embracing the co-creative potential they offer.


    Download, Decoding Fandom, our official primer on contemporary fandom, outlining insights for understanding and building connections between fans and brands, creating long term brand preference.
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    53 Min.
  • Building Fandom: A Case Study on Glossier's Rise to Success With Elizabeth Affuso

    Building Fandom: A Case Study on Glossier's Rise to Success With Elizabeth Affuso
    Aug 16 2023
    In our latest episode of, “The Fan Lab”, we dive into a case study on Glossier with Elizabeth Affuso, who is a professor of media studies with a focus on fashion and beauty cultures, as well as the shifting dynamics of celebrity and influencer economies. She published a case study, Into the Flow, a case study on how Glossier leveraged fandom for explosive growth. Glossier is a direct-to-consumer beauty brand that has captured the hearts of millions. Through a series of pivotal moments, strategic branding, and influencer partnerships, Glossier has successfully built a dedicated fandom around its products. Join us as we explore the key factors that contributed to Glossier's rise to success and examine how they harnessed the power of fandom to build their brand.Embracing Beauty Culture and the Rise of Glossier. The episode begins by discussing how the internet, particularly platforms like Into the Gloss and YouTube, embraced beauty culture. Glossier, with its focus on beautiful skin, exemplified this trend. The brand understood the importance of showcasing intimate and candid narratives in beauty routines, which resonated with their audience. Glossier's emphasis on natural beauty and the "you" factor made customers feel like themselves, further fueling their fandom.One of the ways Glossier has leveraged fandom is through its use of their blog, Into The Gloss and social media. They have cultivated a strong presence on platforms like Instagram and Youtube, where it shares user-generated content and encourages customers to share their own experiences with Glossier products. This has created a sense of community and authenticity, as customers feel like they are part of a larger conversation about beauty and skincare while learning from each other. The brand's understanding of the internet's influence on beauty culture and its ability to adapt to changing trends and consumer behaviors have been key factors in its success.Set up a time with someone from our team to learn more about how we can help you use the power of fandom for your brand. Pivotal Moments in the Founder's Journey: The podcast highlights pivotal moments in the founder's journey, specifically focusing on Emily Weiss, the founder of Into the Gloss and Glossier. Weiss's appearance on the TV show The Hills in 2007 played a significant role in propelling the brand's trajectory. She left a strong impression with that audience that later helped the brand when it was started. Additionally, Glossier's early move into the YouTube space with Get Ready With Me videos showcased their understanding of the power of influencer marketing. Evolution of Brand Partnerships: One of the key factors that contribute to the success of influencers is their authenticity. We discuss how influencers who are able to be true to themselves and showcase their real personalities are the ones who resonate with their audience the most. This authenticity allows influencers to build a genuine connection with their followers, creating a sense of trust and loyalty. Unlike traditional celebrities like Beyonce, who may have thousands of followers but do not actively engage with them, influencers prioritize building relationships with their audience. Glossier's collaboration with model Paloma for the Body Hero campaign, featuring diverse body types and provocative billboards in major cities, which further solidified their fandom. Glossier's strategic marketing tactics, such as its pop-up stores and limited-edition stickers, have created a sense of urgency and exclusivity. By creating a demand for its products and generating buzz through events and collaborations, Glossier has been able to attract a dedicated fan base and generate excitement around its brand. The emotional connection that influencers have with their followers played a crucial role in building Glossier's fandom.While social media platforms like Instagram provide personalized content, it can be difficult for brands to reach a wide audience due to narrowcasting. However, the rise of influencers who have built their own brands showcases the potential for a more authentic and relatable approach to marketing.Glossier's Launch and Branding Strategy: In Glossier's case study, we talked about how they launched and branding strategy, which focused on natural beauty and a minimalist, millennial pink aesthetic. Glossier's initial product lineup, including a lip balm, skin tint, priming moisturizer, and facial mist, resonated with their audience while the streamlined product inventory allowed them to focus on their hero products. As they grew they began offering affordable yet luxurious products that were based on products that already had a cult following behind them. While luxury skincare products can often come with a hefty price tag, Glossier managed to offer their products at a more affordable price point. By making their products more affordable, Glossier has opened up the luxury skincare market to a wider range of ...
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    51 Min.
  • Fan Merchandise & Identity With Avi Santo

    Fan Merchandise & Identity With Avi Santo
    Aug 8 2023
    In this episode, host Jonathan Hanson talks with Avi Santo, a professor and department chair for communications at UNC Chapel Hill. We dive into the fascinating world of fandom, identity, and fan entrepreneurship. Through his research and expertise in media studies, Santo sheds light on the intersection of consumer culture, fan communities, and the creation of fan-made merchandise. We also discuss the importance of research in consumer marketing inorder to understand fandom and effectively engage with fans. Avi points out that brands often overlook the psychological needs and narratives that fans connect with, instead focusing on surface-level demographics and interests. There is a significant opportunity to gain a deeper understanding of fandom and tap into its value.The Power of Fandom and Identity:Santo emphasizes the significance of fandom in shaping individual identity. He highlights how fandom allows individuals to both conform and rebel simultaneously, providing a sense of belonging to a community while expressing personal tastes and interests. Fandom offers a unique space where fans can establish their own identity through the acquisition of branded merchandise, creating a connection to their favorite media properties.They also highlight that fandom is a communal experience which connects back to their identity, and it is crucial for brands to consider how their interactions with individual fans can contribute to a broader community. They criticize situations where brand owners pit fans against each other, such as through competitions, and stress the significance of fostering a sense of community within fandom.The Rise of Fan Entrepreneurship:One intriguing aspect of fandom that we explore is the emergence of fan entrepreneurship. With the advent of platforms like Etsy and Redbubble, fans now have the opportunity to create and sell their own fan-made merchandise. This allows for a more personalized and unique fan experience, as fans can acquire items that may not be available through mainstream retailers. Fan entrepreneurs often tap into niche markets, filling gaps in licensed merchandise or offering alternative interpretations of beloved characters.The Role of Authenticity In Fan Entrepreneurship:Authenticity plays a crucial role in fan culture and the creation of fan-made merchandise. Santo highlights the importance of supporting fan businesses and the desire for fans to connect with creators who share their passion for a particular fandom. By commissioning custom-made items from fellow fans, individuals can establish a sense of authenticity within their fan community. This personal touch adds value to the merchandise and fosters a deeper connection between fans and their chosen fandom.The Need for Research and Understanding Fandom Dynamics The two also explore the value of immersive work and observation at conventions and events as a means of gaining valuable insights into the practices and experiences of a community. Avi encourages this type of immersive work, stating that it can provide a deep understanding of what people do and how certain practices become central to the community's experience. By observing and participating in spaces where fan communities exist, such as comic cons or memorabilia conventions, brand consultants and researchers can gain a comprehensive understanding of fan practices and the experiential components that drive their activities.Furthermore, he emphasizes the importance of meaningful listening to consumers. They suggest that there is more value in understanding how to listen to consumers within their own practices, rather than solely relying on feedback channels. The speaker notes that while many brands claim to listen, it remains unclear what that truly entails. They highlight the need for ethnographic research and participant observation to genuinely engage with and understand the community. In short, they discuss that immersive work, observation, and meaningful listening are key to gaining insights into the practices and experiences of a community.The Pitfalls of Brand Partnerships: Santo also discusses the common mistakes that brands make when attempting to connect with fan communities. One such mistake is focusing solely on individual consumers rather than recognizing the communal nature of fandom. Brands that pit fans against each other or create competition within the community may undermine the sense of unity and shared experience that fans seek. Authenticity and community-building should be at the forefront of brand partnerships to ensure a positive and meaningful connection with fans.This episode with Avi Santo provides valuable insights into the complex relationship between fans, brands, and the creation of fan-made merchandise. By understanding the importance of authenticity, community, and individuality within fandom, brands can better engage with fan communities and create meaningful connections. As fan culture continues to evolve, the role of...
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    1 Std. und 15 Min.