What Brands Can Learn From Stans
By: Matt Klein
Tags: Branding, Advertising, Entrepreneurship, Marketing, Digital Marketing

What Brands Can Learn From Stans

A Lesson in Customer Loyalty from Eminem

WTF is a stan?

According to not UrbanDictionary, but the actual Oxford dictionary, a ‘stan’ is “an overzealous or obsessive fan.”

A ‘stan’ is a fan who takes it to the next level.

The origin of ‘stan’ can be traced to late 2000 after the release of Eminem’s song “Stan,” which depicts a crazed fan who drives his car off a bridge after not receiving a reply to any of his fan mail. While Stan was just a character’s name in Eminem’s song, many believe the term originates from the combination of “super/stalker” and “fan.”

Over the last 20 years the informal term has evolved into a verb — something that people now do for a particular celebrity.

But just as celebrities have “super” or “stalker” fans, as do brands and organizations. They’re the 1% of the community. Those who submit the 10’s on the Net Promotor Scores. Those that would die for the brand. Those that are “surefire.”

The Psychology of Stans

Fan culture is incredibly powerful as it strikes a noteworthy balance between collectivism and individualism. With intense fan culture, belonging effortlessly coexist with the self-perception of uniqueness. For example, fans of a sports team or artist have each other, which breeds community and safety with power in numbers, but a fan can also feel distinct enough in a sea of other team or artists’ fans. In this sense, fandom is an effective strategy in identity construction. One can be unique but also comfortable in their uniqueness.

From a brand POV, it’s worth noting that brand stans also help create identity. Perhaps one only wears Adidas stripes or drive Jeeps or reads The New Yorker. Their obsessive affinity helps denote a sense of self for themselves and others.

The Disconnect & Opportunity

But what many sport teams, artists or brands miss out on is fostering those obsessive fans. They’re taken for granted. While these factions don’t need to be inspired to lean in, that doesn’t mean that they don’t deserve any attention. If fact, the opposite could be argued: these fans deserve more attention than anyone else to thank them and keep them motivated.

There’s an opportunity for brands to see the parallels between celebrity stan culture and their own fervent customers. After all, every brand has their own “stans.”

Especially for brands today who ask ad nauseam, “How can we get people to engage with us?” it’s worth noting that people out there are already doing it. You just don’t know where to look or aren’t giving them attention.

You don’t need to pay anyone to talk about you, people are already willing to do it for free. While these true influencers may not be as sexy, they’re at least organic. Connect with them, listen, and make them feel as special as they actually are.

Here’s the lesson: Just as Eminem had his overzealous fan, Stan, by the time Eminem recognized the passion of Stan and finally found the time to write back, it was too late. Stan drove off a bridge. Ignore or take your zealots for granted, and you too may lose them.

Brands must constantly be asking themselves, “What are we doing for our Stan, and can we ensure they he or she feels recognized?” And if nothing, be ready to lose them.