"Star Wars," "Dungeons & Dragons," and Pokémon all began as niche obsessions before their fans carried them into pop culture. That path still works, but fans are doing more of the carrying. They adapt the story, remix it, argue about it in comment sections and bring it to audiences its owners never targeted. "When people see their identity reflected back at them, when they feel connected to a community, when they feel like they have a sense of belonging, their fandom gets deeper, it gets stronger, and it becomes something that they want to share with others," said Fotoulla Damaskos, executive vice president of brand strategy and innovation at National Research Group (NRG).
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Become a ClientIn today’s podcast episode, we present our (somewhat Halloween-themed) Unofficial Monthly Retailer Awards (UMRAs) for October. The awards include “Most Impactful Campaign,” “Best IRL Initiative,” and “Greatest Under-the-Radar Move.” Join Vice President of Content and host Suzy Davidkhanian, Principal Analysts Sky Canaves and Zak Stambor, and Senior Director of Content Becky Schilling for the discussion.
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Higher everyday costs are reducing restaurant visits, forcing chains to offer more than discounts to earn a trip.
Shop Direct brings 250 million outside listings onto Amazon as it works to keep shoppers from rival AI tools.
Adoption amid safety or ethics concerns means usage rates won’t determine receptiveness to branded AI features.
A wider range of prices, stronger innovation, and sharper portfolios are critical as consumers scrutinize every purchase.
Banks risk losing new business to rivals unless they offer tailored advice first.
With watch time up 50%, brands can tap devoted audiences through creator deals and natural product placements.
With paid placements off the table, restaurants need creator reviews and active engagement to stand out.