Brands in recent years have been obsessed with talking to fans, a group of people whose passion for their chosen interest makes them more vocal and more evangelical than ordinary consumers. But fans’ behavior has changed in recent years; technology has empowered them like never before, and social media has spurred new forms of self-expression. The Truth About Fans looks at what this means for brands, and presents some essential principles for brands to follow in order to effectively engage the 21st century fan.
