5 Steps to Creating Brand Fans

Step 1: Emotional Engagement

The object is meaningful in the emotional life of the fan. For example, fans of scandal may feel that they relate to one or more of the characters.

Step 2: Self-identification

The fan personally and public identifies with like-minded fans. Scandal fans identify themselves as Gladiators and feel a sense of belonging with other Gladiators. they may tweet while watching episodes and use the hashtag #gladiators to identify themselves to others.

Step 3: Cultural Competence

The fan has a critical understanding of the object, its history, and its meaning beyond its basic functionality. Gladiators may follow the show on Twitter and Facebook, read the show blog, read articles about the actors, and participate in chats with the actors. They know key facts and common expressions like "Its handled" or "Shut this down" used in the script.

Step 4: Auxiliary Consumption

The fan collects and consumes related items and experiences beyond the basic object. Gladiators can buy clothes, mugs, and other items that sport the Scandal logo.

Step 5: Production

The fan becomes involved in the production of content related to the object. Gladiators post their favorite clips (unofficially), and write predictions for future episodes. Some Gladiators run their own Scandal-focused blogs.

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