I was going to talk about "fans" of brands today. The theme of my comments was going to be that fans have their place, but a "fan economy" misses the mark when it comes to the opportunities presented by the most passionate. Fans are about the brand in the centre. It is about people attaching themselves to a brand.
The opportunity is in the reverse: brands supporting peoples' pursuit of the things they are most passionate about.
Mike Arauz saves us all by presenting a beautifully reasoned argument for the person at the centre. He calls this method "Desire Paths". I think he is on the right path, indeed.
Enjoy.
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