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

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 all 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 and brand consumer. Fan pressures hold more clout than ever before as they demand a say in ...