Too many brands are caught up in collecting numbers (any kind of fan) instead of collecting AND connecting with fewer, but more passionate fans (a specific kind of fan). However, “passion” is exponentially more effective than the former. Being “loved” wins over being “liked” every time.
If you don’t know, don’t feel bad, you’re in good company because many of today’s business leaders couldn’t tell you either. Maybe this story will help to clarify.