Brands need to share fan values to unlock the value of fandom

Nine Australia’s The Big Ideas Store webinar shone the spotlight on how the phenomenon of pop culture fandom can play a pivotal role in the marketing of brands.

In 2014, One Direction was the biggest boy band on the planet and its breakout star, Harry Styles, was adored the world over – so much so that when he threw up on a California freeway, fans turned the spot into a shrine. Such fan passion, Toby Boon, Powered...

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