The Power of Fandom

Discover how
to build a
fan-centric brand

Why do some stories, characters, experiences and brands give rise to strong fandom and not others? How is fandom born, sustained, and fractured within the individual?

Designed to answer these questions and more, “The Power of Fandom” is Troika’s yearlong, multimodal, comparative study of fans and fandom, led by cultural anthropologist Susan Kresnicka. The first of its kind, this study illuminates the breadth and depth of the meaning fandom creates in people’s lives across entertainment, sports, music and other industries.

video: understanding brands through fans