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This excerpt is from “Transforming Customer-Brand Relationships” by Christina Garnett ©2025 and is reproduced and adapted with permission from Kogan Page Ltd.
If a brand wants consumers to love them and be their biggest fans, they need to give them something that is worthy of that love and devotion. One has to become a fan of the fans.
Brands are no longer just selling products or services – they are building communities, identities, and experiences. The emergence of brandoms (brand fandoms) signifies a deeper level of customer engagement,…
