Harnessing the power of brand fandom.
Meet the Fandex
We’re bringing our knowledge of fandom to brands. Rooted in our four decades of experience in the entertainment and sports industries, we understand the power of loyal and engaged fans. Taking what we’ve learned from some of the most passionate fan bases out there, we’re bringing a new data-driven approach to understanding the fan ecosystem for brands across industries. The NRG Fandex will help brands more accurately understand the strength of their fanbase, where they stand relative to competitors, and how to build and nurture their fandom. Reach out to Fandex@nrgmr.com to learn more.
Data-driven scoring model
Fandom is defined by a complex matrix of factors – from how people emotionally connect with brands to how they interact with them. Our proprietary scoring model is the first to measure fandom through a multi-dimensional lens encompassing Action, Alignment, and Amplification. With statistical modeling, we have created a framework that identifies the key components that define and drive brand fandom. The analysis provides a roadmap on how to activate your most engaged fans and build a stronger connection with your more passive ones.
What you'll learn about your brand
Based on a study of over 12,500 Americans, The Fandex measured nearly 250 brands across 18 categories assessing 12 key metrics and 25 brand attributes. Our analysis provides a clear understanding of:- Your brand fandom score and its comparison to category norms
- The brand characteristics that drive brand fandom
- How your brand fandom differs across generations
- What sparks and sustains brand fandom
- The unexpected factors that impact brand fandom and how to spot signs of fandom becoming stagnant
- How brands can fuel fandom, engagement, buzz, and advocacy
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Introducing The Fandom 50
A list of the top 50 brands earning the highest Fandex Scores
Fandex Scores are a composite of the three key pillars of fandom, Action, Alignment, and Amplification. These list-topping brands outscored the nearly 250 brands included in the study, demonstrating their unique leadership on the factors that drive brand fandom. Brand categories that were included in the overall study but are absent from the top 50 list include travel, automotive, fitness, luxury, and alcohol. Learn more about The Fandom 50 and the methodology here.
Connect with us at Cannes and learn where your brand stands
Headed to Cannes Festival of Creativity this June? NRG will be on the ground providing customized deep dives for The Fandex's list-topping brands. Meet us at Sport Beach, hosted in partnership with Stagwell, to get a better understanding of your brand's fan ecosystem.
Reach out to Fandex@nrgmr.com to see if your brand is one of the 250 on the list and set time to connect.
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