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1、August 2024BRAND F A N D O MClick icon to add pictureFANDOMSERIESDecades ago,a brand was a way for us to distinguish what we preferred to buy,to identify the shortest path to satisfaction.But over time,as marketing,technology,and society has evolved,the brand/consumer relationship has transformed fr

2、om that original,transactional connection,to one that is now intertwined with a myriad of dynamics.We dont just use brands anymore we engage with them,create with them,and play a powerful role in their rise or fall in the market.Were invested in them,because they are now an inextricable part of our

3、identity.In modern times,marketers often fixate on the elusive notion of brand love.That deep,emotional bond that drives a competitive advantage.But looking at brand connection solely through an angle of affection ignores the other elements that play a critical role in sustaining and growing any rel

4、ationship.The notion of brand fandom assumes love but goes beyond it.Because true devotion is more complexIn the third installment of Starcoms Fandom Series,we dive into the concept of Brand Fandom,to understand what the true drivers of devotion to brands are and how marketers can reframe the lens a

5、round these complicated relationships to drive growth in todays culture.Connections are curious things,especially the deep,meaningful ones we have with brands.And we follow them with the same fervor and fandom in the way that we obsess about sports teams,or our favorite musician.Our MethodologyWe kn

6、ow what fandom looks like in the sports and music space,but the ubiquity of brands in every aspect of life led us to wonder What creates brand fandom?,What creates brand fandom?,and if we could uncover commonalities in the attachments to a variety of brands.This report is underpinned by Starcom prim

7、ary research,fielded in the fall of 2023.We conducted a quantitative and qualitative custom survey of 2,000 respondents,that was nationally representative across ages,gender,and ethnicities.Additional proprietary research was conducted in the spring of 2024 with 1,000 consumers(nat.rep)to explore fu

8、rther themes and findings.Within this survey,we explored the relationship between 54 different attributes across 23 different brands representative of retail,apparel,footwear,alcohol beverages,QSR,CPG,media&entertainment,toy,technology,and auto categories.Additionally,in collaboration with our resea

9、rch partner,Prodege,a Pearson regression analysis was conducted to determine the level to which each attribute is a driver(or predictor)of“Brand Fandom”.Lastly,to supplement and further contextualize our findings around this topic,we also consulted industry leading sources,tech platforms,and social

10、listening to analyze and unearth insight around what Brand Fandom means within culture today.PART 2PART 2Dimensions of DevotionPART 1PART 1Fandom FoundationsPART 3PART 3Assessment&Actions3Lenses to our ExplorationBrand Fandom FoundationsBrand Fandom FoundationsTo understand the connection that consu

11、mers have to brands,we examined both how fandom shows up in the present,as well as the past,and what drives that first spark of a relationship.Through analyzing consumer expectations,expressions,and the attributes that drive brand fandom,we uncovered three key dimensions that underpin these relation

12、ships:Emotional|Functional|CulturalOur analysis found that these three dimensions are also reflective of how/why consumers formed a strong brand bond in the first place.Brands used to define the terms of their relationship with consumers from afar(they produce/offer,we use),but technology has radica

13、lly shortened that distance.Access and engagement are now assumed,as expectations for brands rise to new heights in the digital,always-on era.We dont just buy the brands we like nowadays;we connect with them through them,we play with them,we influence them,and in the most passionate of cases,we live

14、 them.And the expression of that fandom now runs the gamut.Some brand fans are lurkers passively engaging online or reserving a show of their affection IRL.Other brand fans are loud wielding their social currency to promote,advocate,and create content that pops in the feed.And others,are somewhere i

15、n between dabbling in brand-enabled communities or loyalty programs(e.g.Nike Run Club,Dunkin Rewards,etc.),and expressing their fandom in forms of buying or recreational behavior.Understanding the drivers at the core of these fandoms is critical for the growth of brands.63%Higher ExpectationsHigher

16、Expectationsof 25-34 year olds follow brands on social media;(of those,93%follow on Insta,70%on TikTok)Constant AccessConstant Access81%of people believe social media has raised the bar for how brands engage with consumersCustomizationCreationCollaborationFandom can show up as“Samsung has always bee

17、n present in my life,since I was a child,my TV was from this brand because it had an excellent reputation,to this day I use this brand”Male,31,BlackSource:Starcom Proprietary Research A Culture of Constant DevotionMonologues Dialogues/Consumption CreationExpectations Have EvolvedFans want more than

18、just transactions from brands26%30%30%36%47%Offer personalized experiences with the brandOffer a way to connect with other fans of the brandCo-create with consumers on productsCreate an online community thats related to the brandCo-create with consumers on brand contentActively engaging with your fa

19、ns pays off“What do you wish the brands in your life did more of?%of Fans who think brands that co-create are more:88%RelevantInclusiveValuable83%87%Source:Starcom Proprietary ResearchThey boast about itThey boast about itThey create with itThey create with itExpression Now Takes Many FormsThey live

20、 itThey wear itThey celebrate itThey live itThey wear itThey celebrate itFandom is multifacetedbut what truly drives it?We explored the dynamics of 23 brands fandoms across 54 different attributes to find out.These attributes drive varying depths of brand fandom across 3 core dimensionsThe practical

21、 and utilitarian factors that a brand fulfills in a relationshipThe internal and intrinsic factors that a brand fulfills in a relationshipThe societal factors that a brand fulfills for individuals and communitiesFUNCTIONALEMOTIONALCULTURALOut of 54 different factors,36 matter.Source:Starcom Propriet

22、ary Researchuserid:145584,docid:525894,date:2024-09-23,These dimensions also play a critical role in the foundation of fandomEvery relationship has a story including the ones we have with brands.How we first notice them,use them,need them,and grow to love them varies from person to person,but the sp

23、arks remain the same.The origin of a persons fandom for a brand is rooted in the same essence of the three dimensions that underpin present connections and that starting point guides the trajectory of of how brand relationships evolve.69%22%9%“Since I was a child,Coca-Cola has never been missing fro

24、m our table,at family gatherings,lunches or dinners,it has always been the favorite drink.”-Male,38,Hispanic“I recently achieved a milestone of getting accepted to professional school.As a gift,my mother got me a suit set from Banana Republic.Everyone commented on how good it looked,so I started sho

25、pping here morenow feel especially connected with it.”-Female,23,Asian“I first found out about Aritzia few years ago when I was shopping for a specific sweatshirt.I found a Reddit community where people talk about their products and have enjoyed it since.”-Female,26,WhiteE M O T I O N A LF U N C T I

26、 O N A LC U L T U R A LFandom is inspired,with brand connection rooted discovery“Think about a favorite brand that youre a fan of,and that plays a meaningful role in your life.How did you first start to become familiar with this brand?”Source:Starcom Proprietary ResearchFandom is inherited,with bran

27、d connection rooted in memoriesFandom is initiated,with brand connection rooted utilityTo sustain and grow these sparks into deeper fandom though,requires brands to expand the dimensions they deliver on.Brands whose fandoms start withEmotional connection need Functional fulfillment+Cultural relevanc

28、e to maintain and evolveFunctional connection need Cultural significance to last/grow+Emotional resonance Cultural connection need Emotional stickiness+Functional satisfaction“Ive been a big fan of Patagonia for about 7 years when I started hiking,I like their commitment to quality and durability of

29、 their products,as well as their focus on sustainability and environmental conservation.”Male 29,Hispanic“I would definitely consider myself a fan of The Body Shop.I started using their products in college because they were affordable,all-natural,and smelled amazing.Over the years,I have come to app

30、reciate their commitment to ethical sourcing and sustainability.They seem like a company that aligns with my values and their products continue to be effective and high quality.”Male,29,White“Nike has been my favorite brand since l was a kid!I love their innovative designs and the fact that they are

31、 always creating new things!I feel part of a community when l wear a pair Nike sneakers,and l love that l can express my personal style with them!”Female,38,Hispanic“When I was a kid I received my first set of Legos as a gift,what made me continue to be a fan of Lego is its versatility,creativity an

32、d the way it encourages critical thinking and problem solving.”Male,50,BlackSource:Starcom Proprietary ResearchDimensions of Devotion Dimensions of Devotion To further understand how Emotion,Function,and Culture drive brand fandom,we analyzed the strength of the 36 attributes within each dimension.W

33、hat we found,is that some attributes were stronger drivers within the dimensions than others,showcasing the layered complexity that makes up our our connections to brands.Through this analysis,we developed a proprietary approach to diagnosing and benchmarking brand fandom to better understand the cu

34、rrent state of consumer relationships and unlock growth opportunities for brands.CULTURALTertiarySecondaryPrimaryEMOTIONALTertiarySecondaryPrimaryFUNCTIONALTertiarySecondaryPrimaryBaseline RequirementsHas a distinct brand identity and brand voice that is uniqueEveryone I know shops this brandWorks w

35、ith/collaborates with a lot of other brandsIs a brand that is trendyPurposefully inclusive to many different consumersHighly visible I see them everywhereIs a brand that cares about social responsibilityI look to this brand/retailer for whats coming nextIs a visionary/a leader for their respective i

36、ndustryIs a brand that makes the world betterAble to be customized and personalized to individualsHas a strong brand story/historyIs classic/timelessIs a brand thats in my corner it has my backShopping/purchasing this brand says something good about meIs a brand that reflects my personal valuesIs a

37、brand I can trustIs a brand that treats customers wellMakes me feel confident with my purchase decisionI always have a positive experience with this brandThey inspire a lot of trust from consumersIs committed to giving me valueIs entertainingCreates/builds innovative new products and offeringsProvid

38、es stress-free customer serviceMeets my needs like no other brand canThis brand notices and appreciates my loyaltySees me as a valued customerFollows up and stays connected with me over timeResolves my questions quicklyIs reliableOffers high quality products and servicesMakes it easy for me to shop

39、with them/shop their productsProvides a consistent experience every time I interact with themProvides me with everything I need to make an informed decisionHelps me get the most out of my purchaseStrongest Drivers of DevotionFandoms Layered ComplexityAcross 36 attributes analyzed,Culture is tablesta

40、kes,but deeper fandom comes from Emotional+Functional payoffsThe Devotion DialStarcoms Devotion Dial is a visual map of the strength of a brands devotion across 36 core attributes that underpin the three primary dimensions of fandom:Functional,Emotional,Cultural.Backed by statistical correlations ac

41、ross brands,categories,and consumers,we set out to uncover what attributes are critical to fandom,what attributes are entryways into deeper fandom,and which attributes are tablestakes for any brand relationship in todays culture.Each slice of the dial represents distinct attributes that drive fandom

42、.The darkest slices have attributes that are the strongest drivers of fandom,while the lightest slices have less strength.The Devotion Dial assesses a brands fandom to produce:A visual map that diagnoses where there are strengths in the brand/fan relationship and where the brand has space to grow.An

43、 index that is benchmarked against other competitors in the category/competitive set to assess broader fandom health in the market.12Note:Fandom varies across consumers.As such,the Devotion Dial can be applied and analyzed by audiences for a more specific read or comparison.Category AverageBrand Sco

44、re by Driver Tier:Primary|Assessing a brands strength in each dimension+in totality provides a measurable benchmark of fandom ASSESSING DIMENSIONSWeve developed a proprietary method to score each dimension according to a weighted calculation of fandom attributes.That score indicates how much a brand

45、 is delivering on the attributes in the eyes of consumers and is plotted on the dial.INDEXING TO CATEGORYThe 3 dimensions scores then fuel our proprietary Devotion Index,based on a category average of 5-7 competitors.This index reflects your brands fandom strength in comparison to the rest of the ca

46、tegory/competitive set.Devotion IndexClFunctionalFunctionalThe practical and utilitarian factors that a brand fulfills in a relationship14 Total Attributes CulturalCulturalThe societal factors that a brand fulfills for individuals and communities10 Total Attributes EmotionalEmotionalThe internal and

47、 intrinsic factors that a brand fulfills in a relationship12 Total Attributes 633226626Primary|Use Case:Retail CategoryFandom Diagnoses by BrandTo further understand what is driving or detracting a brands fandom,we can look at the individual dimension scores by brand.Understanding which of the 36 at

48、tributes across the dimensions are key strengths in your fans eyes,and which ones are falling short can illuminate clear opportunities for a brand to grow their fandom.Each dimensions score is comprised of a proprietary weighting of attributes that accounts for their importance in driving fandom.Att

49、ributes within the darkest slices have the largest impact on driving fandom,and attributes within the lighter slices have lower impact on fandom,but are still baseline expectations for relationships to brands.StrengthsHighest ScoresOpportunitiesLowest ScoresTrust,Confidence,Service,ExperienceCorpora

50、te Social Responsibility(CSR)EmotionalCulturalElevate and amplify brand offerings as well as brand actions to deepen connection beyond commerceBRAND IMPLICATIONSInformed by a brands scores on each of the 36 attributes across the 3 dimensionsEach dimensions score can be further explored to assess ind

51、ividual attribute performance 79%62%76%70%63%75%78%67%71%Primary|Use Case:Retail CategoryFandom in the retail category is driven first and foremost by Function.Reliability,quality of products,and level of service are core drivers of devotion for consumers,yet not every brand excels in these areas.Fu

52、nctional innovation creating and building new products or offerings,is a baseline expectation indicating how high the bar is for brands in this category to simply be in a consideration set,let alone a fan of that brand.Delivering on these attributes tips into the Emotional dimension,with category fa

53、ndom also driven by inspiring a high degree of trust with consumers,both on a 1:1 level,and from brands broader presence in culture.Cultural attributes,while still important to the fandom of brands in this category,play a more subtle role.Retail fandom is culturally tied in part by visibility(making

54、 fandom unmissable),as well has having a distinct brand identity because where you shop,says something about who you are as a person.Fandom Competitive BenchmarkingDevotion IndexClick icon to add p114109100100989586AverageSetting The Bar For Connection In The CategoryDicks Sporting Goods House of Sp

55、orts brings an innovative and experiential angle to shoppingCategory BenchmarksCalculated from a proprietary weighted score across each dimension and inclusive of tier.Implications&ActionsImplications&ActionsIn a world where brands rise and fall by the minute,the strength of a brands fans is a sign

56、of not just its current weight in the market,but also its potential for the future.As such,brands should not take their fans for granted.Diagnosing the areas that fans have passion for today,as well as unmet desires from a brand is critical for future fandom as well as business-growth.Fandom was onc

57、e reserved for sports and music areas of life that naturally created community,fostered connection,and underpinned identity.As brands over time have expanded their presence and purpose in our lives,seeds of fandom have started to grow here as well,transforming relationships that were previously buil

58、t on utilization into unique and passionate connections that help define our everyday.Brand Fandom|TL;DRBeginnings MatterFandom is NuancedFandom is FluidHow a brand comes into a consumers life makes a huge difference an emotional connection underpins it,a functional need is met,or a cultural spark b

59、reaks through.Yet we often look at the present status of fandoms instead of understanding where a relationship started,and what might be waning/missing because of those origins.Brands can inspire more intense fandom by assessing where they are strong across emotional,functional,and cultural dimensio

60、ns and identifying how-or if-they are delivering on baseline expectations,as well as devotion-driving attributes that build a deeper ties to the brand.As marketers diagnose their brands fandoms,its important to remember that relationships with brands constantly change.Brands that pay attention to th

61、eir dimensions of devotion are better equipped to leverage existing fanbases,nurture emerging ones,and spark new connections that will support growth in their category.Understanding where the fandom grew from can help contextualize the current state of a relationship,and how/why that fandom evolves+

62、manifests in cultureBrand ImplicationsEach dimension of fandom plays a unique and equally important role.Culture is tablestakes for brands,while the number Functional and Emotional drivers a brand needs to meet increase for a relationship to deepen.Fandoms rarely grow or sustain on their own.Assessi

63、ng connection on a regular cadence and in the context of competitors is key to building affection for the future.Brand ImplicationsBrand ImplicationsNext Steps:Using The Devotion Dial For Your BrandHow your brand stacks up in its category in terms of generating fandom,and where competitors have an e

64、dge in consumer relationships.How to sustain existing fans by uncovering the attributes that make your brand beloved.Category Fandom BenchmarksFandom Elevation OpportunitiesBarrier IdentificationWhat barriers your brand has to attracting new fans or deepening the relationship with current ones.Fan Passions/Pain Point ComparisonsUncover which consumers are your most passionate fans and why/which consumers are fans of your competitors instead and why.Contact Starcom Insights to diagnose your brands fandom.