From Loyalty To Fandom – How Brandoms Are Redefining Engagement

This excerpt is from “Transforming Customer-Brand Relationships” by Christina Garnett ©2025 and is reproduced and adapted with permission from Kogan Page Ltd.

If a brand wants consumers to love them and be their biggest fans, they need to give them something that is worthy of that love and devotion. One has to become a fan of the fans.

Brands are no longer just selling products or services – they are building communities, identities, and experiences. The emergence of brandoms (brand fandoms) signifies a deeper level of customer engagement,…