Business Game Time

The “derby boycott” I recently discussed raised the question in me what relationship there is between highly involved fans and a brand. Here’s why customers are more and more becoming part of products and, as a result of this, companies have to give away some control to their customers if they want to be successful.

Filed under: soccer (football) by Johannes
No Comments » Tagged with: acceptance • apple • borussia dortmund • boycott • brand • brand relationship • bundesliga • choice • colorful • community • connect • connection • control • critical mass • cult brands • customers • dedication • derby • derby boycott • devotion • dictate • douglas atkin • emotional behavior • facebook • fanaticism • fandom • fans • fascination • fc schalke 04 • fc st. pauli • followership • fred wiersema • germany • groups • interaction • involvement • iphone • loss of control • mark zuckerberg • membership • metcalfe’s law • michael treacy • nokia • ownership • perceived value • pricing strategy • product • religion • rituals • rivalry • rivals • self-confidence • seth godin • soccer (football) • social links • social networks • sociological • sociology • starbucks • stickiness • support • supporters • the culting of brands • ticket prices • tickets • value dimensions • value perceived • violence • web 2.0