Business Line | It’s all about hooking the buyer

A book looks at how brands go about perpetuating their existence in admiring hearts and minds

Engaging customers is one of the biggest concerns in marketing practice today. How can a brand become a part of consumers’ lives without being an intrusion is a question marketers grapple with. All the more so at a time when various surveys reveal that brand loyalty is dying. The one constant — well, almost, may be a community of diehard fans, and this is a situation marketers would do well to cultivate.

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North Star Podcast

Authors Zoe Fraade-Blanar and Aaron Glazer delve into the history, sociology and psychology of fan culture, and how it impacts business. In this episode, we talk about how the internet has changed the nature of fandom by making it a two-way conversation between fans and the people, brands, and stories that engage them. Without question, the case studies are the best part of the book.

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