Embracing the power of fandom gives brands an opportunity to connect in meaningful ways with audiences
Great brands were always part of pop and lifestyle culture. Think about iconic brands like Coke, Nike, Red Bull or Mercedes-Benz. Back in the days, brands would engage with sport teams, individual athletes, actors or musicians to become part of pop culture and connect with consumer's passion points. But pop culture has not only grown, it has also changed. One thing that has become a big trend over the last decade is that people have started to root for fictional characters, fictional worlds in fictional universes that have become more and more complex in depth and breadth.
What once used to be nerdy is now cool. What once used to be niche is now big. 16 of the 30 highest grossing films of all time are in some way related to Superheroes, Science fiction or Fantasy.
But why is that?
To understand why fandoms are so powerful, we must delve into the psychology behind them. Fandom is not just about liking something; it’s about identity, community, and emotional fulfillment. At its core, fandom satisfies fundamental human needs for belonging and identity. It answers the questions: Who am I? Where do I belong
Fandom is not just about liking something; it’s about identity, community, and emotional fulfilment.
Calvin Innes, GM and Creative Director, JvM NERD London
People often align themselves with a particular fandom to find a sense of community and shared interest. This connection provides a profound sense of belonging. For many, their chosen fandom becomes a significant part of their identity, shaping how they see themselves and how they interact with the world.
Fandoms also provide emotional fulfillment. Fans develop deep emotional ties to their chosen interest, whether it’s a TV show, a sports team, a celebrity, or a pop culture figure. These ties are so strong that fans often experience intense emotions.
The death of a beloved character, for example, can feel like a gut punch, while the success of a character or team can bring about genuine elation. This emotional rollercoaster keeps fans deeply engaged and invested.
Another critical aspect of fandom is its role as a form of escapism. In a world that is often stressful, mundane, or overwhelming, fandom offers a refuge. It’s a space where fans can immerse themselves in a different reality, one that is more exciting, fulfilling, or comforting than their everyday lives. This escapism provides psychological respite, allowing fans to experience joy and excitement through their connection to their fandom. Whether it's through binge-watching a series, attending a convention, or participating in online discussions, fans find solace and pleasure in their chosen community.
For brands, understanding this aspect of fandom is crucial. It’s not enough to just provide a product or service; it’s about offering an experience that allows consumers to escape, connect, and feel something profound. When a brand can tap into this need for escapism, it creates a powerful bond with its fans, one that goes beyond transactional interactions and fosters long-term loyalty.
One of the most remarkable, and valuable things about fandoms is their capacity for organic growth. Unlike traditional audiences, which often require constant nurturing and direction from the brand, fandoms have a life of their own. Fans create, share, and celebrate together in ways that the brand could never have anticipated. This organic growth is not just a testament to the power of the brand, but also to the creativity and passion of its fans.
By understanding and tapping into the psychology of fandom, brands can build deeper, more meaningful connections with their consumers. This isn’t just about selling products; 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.
The brands that succeed in the future will be those that understand the power of fandoms and know how to nurture them.
Brands that invest in understanding and cultivating their fandoms will be the ones that stand out in the crowded marketplace, building lasting relationships that go far beyond the traditional brand-consumer dynamic.
Calvin Innes is the GM and Creative Director at JvM NERD London, specialising in bridging the gap between brands and the vibrant world of fandom, nerd culture, gaming, comics, anime, sneaker culture and the world of kidults. With over two decades of experience, Calvin has crafted campaigns and content that have captivated audiences worldwide, amassing hundreds of millions of views. Before joining JvM NERD, Calvin successfully led a marketing agency for a decade, delivering standout projects to clients across the UK and Europe, earning multiple awards along the way. He has built two multi-million-pound businesses from the ground up and has collaborated with numerous agencies and brands to create high-impact campaigns that resonate deeply with diverse audiences. Calvin’s expertise lies in leveraging design, marketing, and creative strategy to help brands increase their visibility, engage audiences, and grow their market presence. As a seasoned TED-talker, presenter, and consultant, Calvin is passionate about guiding brands to enhance their positioning and achieve significant revenue growth through innovative marketing strategies that are grounded in fandom and nerd culture.
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