The same goes for tapping into fandom. Just because something is popular doesn’t mean it fits your brand identity – and that fit still has to make sense. Recently, we’ve seen brands chasing subcultures based on current trends and cultural waves in an attempt to build fandom, but this rarely works.

Casting a wide net to chase people simply isn’t smart or effective. There are lots of eyes on celebrity lifestyles and cowboy culture right now, but that doesn’t mean your beloved brand needs to show up there. And just because your brand is showing up somewhere doesn’t mean it has earned the right to build fandom within that subculture. It’s more nuanced than that.

Brand authenticity is still the key.

Brands absolutely need to find and connect with their consumers – especially their Lovers – where they are, and in an emotion-based, empathetic way. They also need to create future Lovers through smart targeting and thoughtful communication with the right people – where those people are naturally gravitating, in places that align with and support the brand’s identity.

It’s a way to actively build genuine brand relationships in the right places – not just chase trends.