ICYMI: How to Build a “Brandom” (the Brand Version of Fandom)

With Dr. Georgia Carroll | Expert Series

The ICYMI series of trusted industry voices continues this month with Dr. Georgia Carroll, who has an actual PhD in fandom and fan engagement. Today, she’s breaking down the concept of brandom versus fandom and what brands can learn from fandoms to build their own communities.

This is part of an exclusive series for paid subscribers. I invited industry leaders to write about their specific area of expertise — with a lot of practical advice you can immediately put into action.

I heard Dr. Carroll speak about “brandoms” (brand-led communities of fans) last year at Australia’s State of Social conference and it was, hands-down, one of the best and most interesting keynotes I heard all year. I hope you find it just as useful as I did!

How to Build a “Brandom”

By Dr. Georgia Carroll

Recently, “Fandom” has been having a bit of a moment as a marketing buzzword.

However, fandom is a very specific concept, and when it’s thrown around in decks and keynotes, it’s often misused.

While I’m a big believer in the malleability of language and the evolution of meaning, sometimes we do have to accept that there are concepts we cannot separate from their original context. And fandom is one of those words.

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Back to basics:

First things first: fandom is not synonymous with community, or even with “brand community”. Your DTC or CPG brand does not have a fandom. You can shout it until you’re blue in the face, but it will not suddenly make it true. Yes, even if you’re Liquid Death.

Fandoms are fan-led communities connected to an entertainment or sporting object. You can have sports fandoms, celebrity fandoms, music fandoms, movie fandoms, television fandoms, book fandoms…you get the picture.

But here’s where we get a bit more nuanced: