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An illustration of a raised fist, with a friendship bracelet spelling out 'Fandom"

From brand loyalty to fandom: what Swiftie bracelets can teach brands about innovation

October 31, 2024

It starts with a friendship bracelet. September 2023 saw a 915% increase in friendship bracelet kits compared to the previous year (Klarna, 2024). “Swifties”, the superfans behind Taylor Swift, were to thank. Then a few weeks ago, she endorsed Harris for 2024 Presidential candidate, inspiring 400,000+ people to register to vote. What’s the powerful force driving this? And what can Swift teach us about the true power of fandom?

The early 1990s witnessed the world wide web in its infancy. Think back to those days and you’ll remember the first version of community forums: movie buffs, DIY home improvement magicians, and avid product users carving out cyberspace to together coo over their unique passions.

It wasn’t until the 2000s, however, that true fandom flourished—becoming less of a smattering of online islands and more of an all-encompassing, increasingly weird internet party where everyone’s invited. An always-on, never-ending celebration of obsession. Modern day fandom was born.

At the heart of contemporary fandom lies its transformative power. What once constituted passive admiration and self-driven loyalty has now evolved into active participation and collaboratively created outcomes.

While social media remains the primary conduit for brands to engage with their fans, the landscape is shifting. Desktop-rooted platforms like YouTube and Pinterest have ceded to the more portable and spontaneous. TikTok, Discord, and Reddit are disproportionately empowering (and amplifying through their algorithms) the voices of the most ardent and noisy fans. Consumers have a voice like never before, prompting brands to reassess their engagement and innovation strategies in a fast-evolving digital ecosystem. People like Taylor Swift know this all too well.

Where brand loyalty programs were defined by repeat customers, fandom is defined by relentless obsession, passion, and collaboration.

Whether it’s Gymshark’s swarm of fitness fanatics descending on cities around the world or Fortnite’s collective of creators shaping new gaming experiences, brands see their market reach unleashed and retention reinforced when they collaborate with their most fervent fans. Even cultural starboys like streetwear upstarts Corteiz and AI pioneers Midjourney have made fandom a central pillar to their brand and innovation masterplans.

What sets fan-driven brands apart? They forgo one-way consumer engagement strategies in favor of transparent, collaborative, and spontaneous models that invite fans into the fold.

These brands collaborate with fans on products, create live events where they can meet and create together, solicit fan input, and reward their loyalty by opening exclusive windows into product roadmaps and business decisions. Instead of imposing a rigid identity onto audiences, these brands are fostering an environment where fans can collaborate in crafting the narrative alongside them.

Brands like Liquid Death epitomize this ethos with humor and clever stunts, cultivating a fiercely devoted fan base that is closer in behavior to a metal band’s fandom than to a can of water. The brand’s creative work is cutting edge, but without passionate fans to spread the word, it would be screaming into the void. Some may argue this is all well and good for categories that have built-in love and affection. And while it’s easier to think about how gaming giant Roblox might apply the principles of fandom to their brand strategy rather than a global financial services firm (just don’t forget about crypto fandom), even viewing consumers as fans rather than mere ‘customers’ can drastically shift how a brand operates.

Sure, brand loyalty programs can promote linear growth and staying power. But with new outlets for connection, innovation, and obsession, it’s fandom and its explosive network effect that shapes an exponential growth curve. Just ask Taylor.

Here are six ways to think about tapping the power of fandom starting Monday morning:

1. Rally Your Fans Around Values Bigger Than Your Brand or Your Products.

Draw inspiration from Taylor in the way she champions causes like voting rights, gender equality, and LGBTQ+ rights. Or take cues from the way Patognia encourages consumers to buy less and reconsider their consumption habits.

2. Don’t Just Give Them A Hero, Define a Common Enemy.

In the same way Swifties are fiercely protective of her and can easily identify critics, or the way Tony’s Chocolonlely criticizes major chocolate companies, rally fans into a movement against your common enemy.

3. Ensure End-to-End Engagement, Beyond the Product Experience.

Take a page out of Swift’s book, by giving something for fans to engage with 24/7. From decoding her social media clues to participating in streaming parties, Swifties are continuously involved in her world, even when the music’s stopped.

4. Constantly Evolve Your Story, and Take Fans on the Journey.

Swift’s career is a masterclass in evolution and reinvention—from country darling to pop powerhouse to indie-folk artist—with her fans growing alongside her in each era. Create a roadmap for brand evolution and stages, and take your fans on the journey.

5. Foster a Fan-to-Fan-to-Brand Ecosystem.

Bring your consumers into the creation process. Think of the way Swift encourages interaction within her fanbase, or the way that LEGO Ideas allow fans to unleash their creativity by sharing and voting on designs, with the chance of fan designs actually becoming official LEGO sets.

6. Empower Fans to Flaunt their Fandom as a Form of Currency.

Take inspiration from the culture Swift has built around friendship bracelets—sharing and trading them at a concert are like a badge of honor—proving that the more they invest, the more coveted their ‘insider’ status.

In a world where brands often struggle to stand out, it’s the true power of fandom that sets them apart, fueling passion, creating movements, and driving exponential growth. And if you’re still wondering just how far fandom can take you, look no further than Taylor. She’s proof it can take you all the way to the top.

About the author
Nicole Haney
Consumer Strategist