A sense of belonging is an integral part of being human. It doesn’t simply influence our choices, it drives them. We’re drawn to products, experiences and communities that reflect who we are – and to subcultures that allow us to connect, nurture relationships and engage with others who share similar passions.

Every brand story is different, but we generally work with a strategic audience framework across three groups: Super Fans, Casual or Active Fans and New Fans. The Super Fans are forever fans who live for and by the brand… Casual Fans engage more occasionally, and New Fans are those we want to become part of the tribe. Understanding where people sit within that map allows us to identify emotional needs and build licensing narratives that genuinely respond to them.

How should brands approach each of those three areas?
Gabi: Fandom is playing a role in how we interact as people on a community and human level – it’s shaping identity and passion within a collective. Brands and IP need to strategically look at how they are fuelling these narratives for engagement.

So for New Fans, the focus is on meaningful entry points… Being present in new spaces and demographics, while translating core brand values into something emotionally accessible. These early interactions are often where identity formation begins, so the experience needs to feel open, value-based and welcoming.

For Casual or Active Fans, it’s about participation and reinforcement. Brands should give people opportunities to engage on their own terms, while extending brand experience that strengthens connection between individuals through product, experience and interaction.

And for Super Fans, the brand responsibility increases. These fans are the foundation of brand equity and cultural longevity. Recognising them, listening to them and involving them in the brand journey is essential. These fans have their own role in engaging further Fandom interaction.

When it comes to emotional needs, what role does fandom play?
Gabi: Fandom is often seen as a consequence of brand success, but it should be seen as part of how success is built. Our creative development and strategies actively focus on how we can build human connection and long-term brand equity. We help brands create stories that land in the market as emotional experiences on both a personal and collective level. The world doesn’t need more fan merchandise – it needs more meaningful connection between people and the things they care about.

Can you give us an example of how brands tap into fandom by putting emotional connection at the heart of things?
Nicol Vircillo, Designer, Tela: We’ve been working with the licensing team at McLaren Racing, a brand that actively nurtures its fan space rather than simply occupying it. McLaren Racing is clear in its values, emotionally led in its storytelling and intentional about fan involvement as a strategic priority.

It’s also a great example of how a brand extends beyond its traditional fanbase to engage new audiences. In categories like kids, McLaren Racing becomes a vessel for early value imprinting, shaping how new generations emotionally connect with it. Through strategic licensing partnerships, it strengthens its positioning as inclusive and accessible, while building a community where people don’t just consume the brand, but belong to it. This creates value across the ecosystem: for brands, partners, retailers and the wider consumer community.

In what ways can adopting this approach also help grow fandoms? Both in terms of licensor-to-fan, but also fan-to-fan?
Gabi: Fan-to-fan interaction is one of the strongest drivers of brand growth. The true power of fandom lies in community and in the relationships formed between people. Brands and licensed IP, through integrated creative and commercial strategies, need to focus on brand experiences, value- based storytelling and fostering human connection. We don’t need to scale brands through product alone; we need to scale them through relationships.

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