Fandom is not a marketing channel

Fads are not fandoms, and how to avoid value inflation via social contagion

Brick from Eminem’s childhood home, via Barr Balamuth, via Welcome.jpeg

Inc. magazine recently published an article on corporate merch, framed as fandom and community play. While some of the examples are illustrative, like CashApp’s streetwear brand (RIP) or Shopify’s accessories offering, calling it fandom might be a stretch.