Why Brand Fandom Is Replacing Traditional Marketing | Thetafan Intelligence
For most of the modern marketing era, brands have worked to a fairly simple formula. Build awareness, explain why the product is different, repeat the message often enough and, eventually, persuade someone to buy. It is a model that has shaped everything from advertising budgets to customer funnels, and it still has a place. But it is becoming less effective in a world where people are surrounded by more messages, more content and more attempts to influence them than they can reasonably absorb.
