Fandom is more than consumption, advertising, and one-off activations. It’s built on rituals, thrives on participation and is ...

Sometimes, it's almost like the fandom is less about sharing in the expression of what you love and more about drawing lines ...

From Taylor Swift’s record-breaking The Eras Tour to the explosion of popularity in video games, the power of fandom is evident. In fact, 80% of consumers say their fandom brings them excitement and ...

Brands shouldn’t start imitating sports teams but they do need to understand how fandom makes them so powerful, writes Sarah ...

It took 50 hours, four yards of colorful faux fur fabric, two pounds of Poly-fill stuffing and enough upholstery foam to rival a mattress store for Ven Ferlin to create their first animal costume.