Salon: Rise of the superfans: Obsession drives social change

These experts say “superfans,” like those who obsess over Harry Potter, are changing how brands approach consumers. “Fans often know the ‘fan object’ better than the owners,” said Zoe Fraad-Blanar, co-author with her business partner and husband Aaron Glazer of the new book “Superfandom: How Our Obsessions are Changing What We Buy and Who We Are.”

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