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Beyond customer loyalty: How to become a brand hitmaker and create fans

We traditionally think of fans in terms of music, celebrities, films, and art. However, in today’s shopping-obsessed culture, it’s also possible for brands to build their own dedicated fan base of customers who will stick by them no matter what. By carefully positioning key leaders as influencers and creating products and ranges akin to a new Taylor Swift era of music, retailers are able to build and sustain an army of true brand fans. Brand fans are one level above a regular customer: they