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Articles by Matt Michaluk
Rekindling fan magic; what brands can learn from the Shrek legacy
On what will mark 16 years since the last film's release, it was announced earlier this year that the stage is set for Shrek to make a triumphant return to the silver screen in 2026. When Shrek first hit cinema theatres in 2001 it was an instant hit, offering a unique blend of humour, heart and a satirical take on classic fairy tales. This combination resonated with audiences of all ages, making the film a cultural phenomenon.
Democratised access to idols is putting power in fans’ hands
The dynamic between fans and their idols has been shifting over the past decade — and while high profile individuals like celebrities, musicians, artists and even fictional characters still hold a lot of sway over cultural narratives, new technologies and methods of engagement are increasingly handing a large chunk of this power over to the fans. Back in the 20th century, fandom was predominantly driven by the explosion of mass media — including film, television and comics.
Spidey-sense; why it pays to be a friendly neighbourhood brand
Spider-Man first graced comic book pages in 1962, yet the years have done little to dull his penchant for community betterment. His tendency to tackle street-level crime as opposed to global threats struck a chord with readers throughout the generations, earning him the moniker ‘friendly neighbourhood Spider-Man’. Brands can learn a lot from his fan-centric mindset. Above: Spider-Man 2 - the character’s latest video game - became the fastest-selling PlayStation game on its release in October.
Million dollar lies
Going downhill The year was 2018. As the world searched for a sustainable fuel solution, one company announced that they’d cracked the code to run heavy trucks with hydrogen fuel. The trucking industry was estimated to be worth a trillion dollars, and this hydrogen fuel technology would be its next generation. The company’s founder shared a video of a lorry driving along a desert highway. The truck was in motion and the doubters came to a standstill. Investors started pouring money in.
I have a cunning plan; Blackadder's guide to fostering long-term brand loyalty
Blackadder is one of the most beloved British sitcoms of all time. The comedy, which debuted in 1983, follows Edmund Blackadder’s wild escapades through history with his loyal dogsbody Baldrick. The titular character’s cutting sarcasm and self-importance endeared him to audiences but few would have predicted the four-series production would dominate conversations four decades on from its premiere.
The power of fandoms
Recessions, wars, banking crises, climate change, political unrest, strikes… Just one day’s worth of headlines can make us feel like the only thing left to be thrown at us is armageddon itself. It’s no wonder that the Smithsonian discovered that we’re living in ‘historically unhappy times‘, because sometimes it’s hard to find the ‘feel good’. Belonging is a fundamental human need that, when truly fulfilled, creates a powerful emotional connection — it makes us feel good.
What the Oscars can teach brands about building fandoms
Above: Fans love mash-ups, like Nike and Tiffany & Co's collaboration. To do this, assessing the insights from some of this year’s nominees is a good place to start. Fans love mash-ups The immediate cult-classic has become an international success, not only because of Michelle Yeoh’s career-defining portrayal as the lead, but also because of its ability to collide genres to create something entirely new.
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