The Road to Fandom

Fan worship isn’t always what it seems. Especially not when businesses get involved.

Just five years ago Troika, which bills itself as a “brand experience company,” set out to do a yearlong in-depth study of fandom. As one might expect, one of the aims was to use the results to help industry be more “fan friendly,” but not only that; brands should anticipate and understand the depth of fan attachment and utilize it to improve ROI. The c…