Superfandom: How Our Obsessions are Changing What We Buy and Who We Are

An in-depth look at the influence of fans-society's alpha consumers-on our lives and culture.

As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given organizations-from traditional businesses to tech startups-direct, real-time access to their most devoted consumers, and it's easy to forget that this access flows both ways. This is the new "fandom-based economy": a convergence of brand owner an...