Brands Built for Fandom Report

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  "description": "Fandom has become one of the last true engines of belonging, meaning, and participation as shared institutions fade and identity moves online. This report, from SOON Future Studies and SoHo Experiential, explores how fandom evolved from subculture to cultural infrastructure and why it now carries the emotional weight of legacy systems. We outline what this shift means for brands and how fandom has become not just what people love but where they choose to live.",
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