Fanocracy: Turning Fans Into Customers and Customers Into Fans (Revised)

From the author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power.

How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans.

In the second edition of this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers' ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations, including:

• MeUndies, the subscription company that's revolutionizing underwear
• HeadCount, the nonprofit that registers voters at music concerts
• Grain Surfboards, the board-building studio that willingly reveals its trade secrets with customers
• Hagerty, the classic-car insurance provider with over 600,000 premier club members
• HubSpot, the software company that draws 25,000 attendees to its annual conference

For anyone who seeks to harness the force of fandom to revolutionize his or her business, Fanocracy shows the way.

Author: David Meerman Scott,Reiko Scott
Publisher: Advantage Media Group
Published: 07/14/2026
Pages: 332
Binding Type: Paperback
Weight: 1.05lbs
Size: 9.00h x 6.00w x 0.90d
ISBN13: 9781613084991
ISBN10: 1613084994
BISAC Categories:
- Business & Economics | Marketing | General
- Business & Economics | Customer Relations
- Business & Economics | Consumer Behavior | General

About the Author
DAVID MEERMAN SCOTT is business growth strategist, advisor to emerging companies, and author of thirteen books including The New Rules of Marketing & PR, published in twenty-nine languages from Arabic to Vietnamese. He travels the world to speak at conferences and events, surf, and dance the Lindy Hop.

REIKO SCOTT is a Japanese-American writer and emergency medicine physician. She enjoys connecting the two through narrative medicine and tearing the two apart through speculative fiction. In her spare time, she writes fanfiction based on her favorite fantasy worlds.

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