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Harnessing the Power of Fandom: Dawn Soap Emerges Alongside Tech and Retail Giants at the Top of Inaugural 'Fandom 50' List from Stagwell's (STGW) National Research GroupTesla, NWSL, Bulleit Whiskey, and MLS scored out of the top 50, but were among the brands with the strongest momentum NEW YORK, June 6, 2023 /PRNewswire/ -- National Research Group (NRG), a global insights leader at the intersection of culture, content, and technology, today released The Fandom 50, a list of the top 50 brands earning the highest scores across 18 categories included in the newly created NRG Fandex. The NRG Fandex takes a data-driven approach to measuring brand fandom through a multi-dimensional lens, conducted through a comprehensive study of 12,500 U.S. consumers.
Fandom of brands has hit critical mass, as the research concluded that 73% of U.S. adults consider themselves a superfan of at least one brand. These fans are the vital force behind brand success. Not only are they advocates, they are also part of a larger community that surrounds the brand and their loyalty is strong enough to withstand organizational missteps along the way. Validated against financial performance, NRG's Fandex composite metric has a stronger positive correlation to revenue than any one measure, making NRG's Fandex more predictive of revenue than usage, affinity, or likelihood to recommend alone. Technology brands dominated the top of the Fandom 50 list, with Google (1), Apple (3), Android (6), and Samsung (9) all placing in the top 10. Amazon (2) and YouTube (4) rounded out the top five, along with one household brand, Dawn, which far outpaced the rest of the household brands despite the category being well-represented on the list. "The Fandom 50 highlights brands that have the most powerful fandom," said Fotoulla Damaskos, EVP, Brand Strategy and Innovation, NRG. "From tech giants leading innovation, to platforms and companies that connect people, to reliable household products, each brand on the Fandom 50 uniquely delivers on the components that culminate in brand fandom. These are brands that are committed to continually innovating and evolving in ways that surprise and delight customers, and they rally behind a mission that consumers identify with, creating a community that connects people with like minds and interests." Highlights from the study include:
"Building an engaged and loyal fanbase has never been more important for brands who want to stand out and drive success on all metrics," said Ryan Linder, EVP, Global Chief Marketing Officer, Stagwell. "Understanding how to build and activate your brand fans is critical, as is having a reliable and data-backed way to measure that fandom year over year. The brands on the Fandom 50 are knocking it out of the park and the insights from this research provide an incredible tool for brands ready to take their fandom to the next level." The research also revealed that the most dominant path to brand fandom starts with "Momentum," which is driven by a brand's commitment to continuous evolution, clear future vision, and innovation. Brands that harness the power of Momentum and leverage the right ingredients of fandom – community, belonging, relevance and identity – have the power to be the future leaders on the brand fandom list. Rising brands identified as leading on Momentum but not yet in the Fandom 50 include: Tesla, NWSL, Bulleit Whiskey, MLS, SoFi, Mint Mobile, Method, Toyota, Mrs. Meyers, YETI, VRBO, and Discord. Rooted in four decades of expertise, NRG is a tested leader on cultural and entertainment insights, fueling the post-pandemic resurgence of the film industry and informing strategy for several of the most well-known sports teams, leagues, and brands. With a unique understanding of the world's most passionate fan bases, NRG created The Fandex to bring those insights to brands across industries, providing a new data-driven approach to understanding the brand fan ecosystems. Brands interested in learning more about The NRG Fandex should contact [email protected]. NRG is part of Stagwell (NASDAQ: STGW), the challenger network built to transform marketing. Methodology About National Research Group About Stagwell Media Contacts NRG HUNTER Stagwell
SOURCE Stagwell Inc. 
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