Why Fandom's the Future of Brand Loyalty

Earned Obsession: Why Fandom and Culture Rule Brand Loyalty

Formula E CEO Jeff Dodds and Edelman’s Brand MD Suzy Socker take the stage to explore why fandom and culture rule brand loyalty. How do you convert awareness into loyal customers, and loyal customers into raving fans?

This chat explores fandom as a cultural and economic force reshaping industries. Jeff and Suzy reveal how earning a role in culture and society through meaningful fan engagement can transform brands. From decoding fan behaviours to unlocking the role of earned trust, they’ll share how cultural relevance turns fandom into a movement, not just a marketing strategy.

Key Themes:

1.The Currency of Fandom: Why fans, not customers, are the future of brand loyalty. 2.Cultural Relevance That Sticks: How to earn a lasting role in culture while capturing fan loyalty in a world of endless distractions. 3.Earned Trust as the Catalyst: Turning credibility into advocacy and emotional connection. 4.Fans as Co-Creators: Building momentum by empowering fans to shape your brand’s journey.