What is Fandom 

(The state or condition of being a fan of someone or something.
"my 17 years of sports fandom."
The fans of a particular person, team, fictional series, etc., regarded collectively as a community or subculture.
"the Breaking Bad fandom.")

Mainstream pop culture illustrates true fandom whether its the Beyhive or The Logang. Social influencers and artist build their brands by connecting and engaging with their audience, the results are higher fan engagement. Celebrities are a big part of the pop cultural landscape. Why is it so hard for brands to do this? 

Old school marketing: brands don't have fans; they have people who need or want to buy their product, this is true for some companies. In my opinion, if you are a fashion designer or emerging artist, your most significant chance of success is curating a fan base. Don't think of your fans as people you want to buy your product, build a community for them to engage with one another and create relationships. Don’t focus so much on offering a product or services.

What are they interested in? Why should they follow you or care about what you have say? Do research, who are the people most likely to be in your fandom? where do they live? what do they do? Most importantly, what are they passionate about.

Let’s think about Simon Sinek golden circle concept “.Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren't. Let me define the terms really quickly. Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP. But very, very few people or organizations know why they do what they do. And by "why" I don't mean "to make a profit." That's a result. It's always a result. By "why," I mean: What's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? As a result, the way we think, we act, the way we communicate is from the outside in, it's obvious. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations -- regardless of their size, regardless of their industry -- all think, act and communicate from the inside out” Simon Sinek.