The rising tide of fandom

Fans of specific interests have existed since time immemorial. In today’s culture, the number and intensity of fans has reached a fever pitch and is morphing into fandom.  Many sociologists attribute the rise of fandom to less interpersonal socialization (partly driven by fragmented families and social media), which is creating a need to closely identify with […]

Boredom is a growing threat to brand loyalty

Customer satisfaction has represented the bedrock for maintaining high customer loyalty for a brand, no matter the product or service that it sells. While the correlation between satisfaction and loyalty has been a sound premise for decades, there are growing indications that it is beginning to fail, especially among younger consumers. The phenomenon is spanning […]