In a scrambled-up culture, favorite teams, artists, and creators act like lifeboats. Fandom is a crucial way that people understand themselves, figure out where they fit, and know what they’re looking forward to. Shared rituals and moments give fans something steady to return to, and that emotional gravity naturally attracts brands.
The opportunity is boundless. And the stakes are high.
In The Year of the Fan, PETERMAYER’s strategy team traces the resilient bonds that hold fandoms together and what they demand from brands stepping in.
Download the un-gated guide below to sharpen your thinking and step into fandom with confidence.
The Best Travel Marketing Campaigns Feel Different for One Big Reason
Travel brands focused on destination highlights miss the emotional arc of the full vacation journey. PETERMAYER's Brand Joy Lab research shows joy peaks during anticipation and rebounds in reminiscing.
The Best Travel Marketing Campaigns Feel Different for One Big Reason
Travel brands focused on destination highlights miss the emotional arc of the full vacation journey. PETERMAYER's Brand Joy Lab research shows joy peaks during anticipation and rebounds in reminiscing.
PETERMAYER Reimagines the Petoskey Area as the Destination to Reset Your Inner Compass
A new brand identity and campaign kick off a new era for the Michigan destination.
PETERMAYER Reimagines the Petoskey Area as the Destination to Reset Your Inner Compass
A new brand identity and campaign kick off a new era for the Michigan destination.
