Consumers who demonstrate loyalty to a brand are important. But brand fans can be instrumental, and superfans might even be lifechanging.

When we talk about brand loyalty, the conversation usually pertains to how and why some consumers repeatedly purchase the same items from the same brand, as opposed to competing products. In many cases, those decisions are motivated by habit and the maintenance of at least some moderate level of satisfaction.

To build brand superfans though, brands need to allocate a great deal of time and strategic effort. These superfans are actively and personally invested in the growth of the brand, such that they advocate for it vocally and frequently. Developing such devotion isn’t easy, but a few modern examples provide a playlist for doing so.

Of course, we’re referring to the uber-popular musicians like Beyoncé or Taylor Swift, whose active, devoted fandoms are legendary. Some consumers simply enjoy their music and performances; the artists’ appeal is widespread. But in branding themselves, the musicians also work with marketing teams to enhance their appeal and cultivate more powerful forms of customer loyalty. Swift establishes dedicated, unique spaces for her most devoted fans, in the form of limited-edition music and branded merchandise that people can purchase to signal their exclusivity and dedication. This strategy is not unlike a tactic by more conventional brands, such as fashion houses, that re-release archival pieces for a limited time, to honor the fans who “knew them when” and create a sense of urgency to purchase a piece of brand history.

Whereas musicians seemingly have an advantage when it comes to inducing brand loyalty—because their artistry and productions are designed innately to resonate emotionally with consumers—even less affect-inducing brands can created legions of loyal superfans. For example, when hedge fund managers bet against GameStop by shorting its stock, its loyal fans came together to invest and drive the stock price back up, determined to salvage their source of video game consoles, accessories, and games. Their financial strategy seemingly was driven largely by emotion rather than reason: The company was struggling and appeared headed toward bankruptcy, so shorting the stock actually made rational sense. But nostalgia for the days when they could visit their local GameStop and comb through the offerings, or wait in line for a new release, prompted a decidedly illogical investment strategy. That is not to say the investments were totally unjustified: For superfans, shuttering GameStop would mean the end of a retailer whose products they liked to buy, but also the conclusion of an important part of their childhoods.

Although it was not necessarily in danger of going out of business, PacSun chose to capitalize strategically on its fanbase in a way that seemed likely to build new momentum. That is, it asked superfans to create marketing content for the brand. The company selected photographers, designers, and stylists who indicated their loyalty to the brand to be included in a newly formed PacSun Collective. The collective will consult with the company and provide input for future advertising campaigns and launches, including the choice of the creative direction for its spring/summer marketing push. This fan branding strategy spans multiple levels. It encourages conversations between PacSun and its biggest fans, which helps make those consumers feel valued and important. At the same time, it engages new audiences and potential consumers, without having to pay to run conventional marketing campaigns or collaborate with the usual influencers in this space.

Discussion Questions 

1. Which types of brands can benefit most from cultivating intimate relationships with their superfans?
2. Should all brands try to create brand superfans? Why or why not? 

Sources: Alicia Esposito, “KCI Survey: Swifties, the BeyHive and BravoCon Demonstrate the Power of Superfans,” Retail TouchPoints, March 11, 2024; Natalie Berg, “What GameStop and Taylor Swift Teach Us About Superfans,” Forbes, October 10, 2024; Rebecca Barker, “In a Smart Marketing Move, PacSun Tapped Its Customers to Create Its Latest Campaign,” Inc. Magazine, February 13, 2024