The fandom phenomenon has been accompanying us for decades and is one of the fundamental engines of brands and icons in all areas. One of the objectives of the firms is precisely to reach people to the point where a very loyal community is created that follows their every step and connects. This theme has starred in the second day of the c of c 2021 . The event started on Monday, June 14, and will end on Saturday, June 19, when the National Creativity Awards ceremony will take place.
Clara Benayas , director of strategy and culture at La Despensa , and Kerman Romeo, Head of fame & media effectiveness at KFC Spain , have been in charge of breaking the ice at the start of this second day. Professionals have started comparing the how to find email address in Australia phenomenon, in a way, with religions. “I wouldn’t go so far as to say that the fandom is like a new religion, but it does have something tribal about it , with the leaders,” says Romeo.
“When You Have a Tribe That Idolizes
A leader , it’s easier for that leader to fall,” he continues. Benayas, for his part, has pointed out that it has gone from a need to belong to a fandom to the emotion generated by being a part of one. What the firms are usually looking for is to generate a link and a connection with the audiences. However, going deep carries its risk, since we can end up disappearing. Given the society of immediacy. « The useful life of myths is getting shorter and shorter . Today we see lightning rises and declines just as fast, “says the KFC expert.
The eternal questions about the fandom phenomenon for brands The following round table. C-Day 2021 has also dealt with the fandom phenomenon. A clear conclusion was drawn from this talk: brands must be present and remove the fear of betting heavily. Patricia Urgoiti, director of strategy at DAVID Madrid , has been responsible for moderating this session. The singer, songwriter and presenter Natalia .
The Three Have Discussed the Eternal
Questions that brands ask themselves: Is there a magic formula to create a fan phenomenon? How far do consumers have to guide the path of a brand? How to find the balance between the organic and the worked? All of them have agreed that naturalness and organicity should always prevail . However, to promote this, behind it there must be work and values with which the audience can connect. For this, it is important that the brand is present in digital channels.
