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How fandom shapes future brand success
Fans and fan communities are powerful cultural forces, creating a host of new questions and opportunities for businesses. What the Future: Fandom shares how followers and fan experiences will influence brands’ current — and potential — customers.
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How the fandom revolution is changing the game for brand growth
From diehards to bandwagoners, nine in ten Americans consider themselves a fan of something. That raises a host of questions today and tomorrow for brands and companies to consider, says What the Future Editor Matt Carmichael.
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Shifts: How will fans move from consuming to influencing?
Ipsos Strategy3’s Matt Palmer explains how innovations and social expectations could transform fandom today and in the years to come.
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How fandom mashups can sharpen brands’ marketing playbooks
Ipsos Synthesio’s Jessica Barsky explains how savvy brands are using sophisticated listening tools to map cross-category fandoms — and create winning brand strategies.
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Why women’s sports are the next frontier for brand growth
From sold-out crowds to lucrative sponsorship deals, women's sports are finally getting the recognition they deserve. It’s a turning point for fandom, sponsorship, and competition, says Parity’s Alana Casner.
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As women’s sports grow in popularity, brands need to get in the game today
The data is clear: women’s sports are no longer a niche. So brands looking to tap into these audiences need to do more than show up, says Ipsos’ Johnny Sawyer.
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How to fix youth sports to build future generations of players and fans
Tom Farrey, executive director of the Aspen Institute's Sports & Society Program, explains how to build a youth sports pipeline that builds kids up instead of pricing them out.
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How sponsorships help brands tap into new audiences for the long game
With Americans naming cost as the #1 barrier to fandom, strategic sponsorships can create unique fan experiences and unlock access for wider audiences, says Molson Coors’ Ann Legan.
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Why brands should reinvent sponsorships for the digital fandom era
From smartphones to livestreams, our digital-first culture is changing fan experiences, says Verizon's Nick Kelly. To keep up, brands and sponsors should understand how fans want to document and share these events.
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Why value proposition testing can spark fan loyalty
If they want fans of their own, brands need to start with their value proposition, says Ipsos’ Aron Galonsky. Here’s how testing and refining your core message can unlock lasting customer loyalty.