MAL 50:22 | Page 6

Obtaining that optimal love and support from fans may look like a coincidence or luck , but it takes a strategic , deliberate decision and hard work . And as a fan , you know you ’ re in love when you defend and excuse your current partner for the same behaviours that made you hate or leave your ex .
CROSSFIRE

How To Create Intense Interest And Admiration In Brands And People

By Herman Githinji

As I sip my favourite drink while watching the tail end of the political dramas , I couldn ’ t fail to notice how people get emotional about the politicians they support . Why do we like a particular politician and not another ? It ’ s tough to determine how we all fall in love with a politician , brand , or team we support . There is no particular thing we can put our finger on as the main reason we get that specific affinity with things .

People or products we love have a special place in our hearts , not our heads . Blind tasting proves that people cannot tell the difference between brands , yet they can taste the difference when they open their eyes . They want to consume what they love for no extrinsic value .
In the heart , there is no reasoning but a warmth that words cannot describe . When that adoration feeling consolidates itself in our hearts , we are no longer mere supporters but enthusiastic devotees . In other words , fans .
Who is a fan ? Marriam-Webster dictionary defines a fan as “ an ardent admirer or enthusiast .” Still , the word is also a shortened form of ‘ fanatic ,’ meaning “ marked by excessive enthusiasm and often intense uncritical devotion .” Fanatic , in turn , comes from the Latin word fanaticus , and the term was once used to describe individuals who had been inspired or captivated by a deity .
Being a fan doesn ’ t necessarily mean that you are obsessive or crazy . It just means you ’ re interested in something enough to be involved in it . Being a fan is about being part of a community and sharing your enthusiasm for someone or something with other people .
Every politician , sports club , royalty , and brand wants to create passionate fans . A solid fandom . But how do you do that ? Firstly , you must make it emotional . It would be best to talk to the soft spot , not logic . Music disarms our critical thinking and makes us mellow . Use music and tunes that connect with the target fans . Politicians sing and dance to create that connection with their followers . Safaricom has successfully used music to build fans around its brand . Liverpool uses songs to charge their fans emotionally .

Obtaining that optimal love and support from fans may look like a coincidence or luck , but it takes a strategic , deliberate decision and hard work . And as a fan , you know you ’ re in love when you defend and excuse your current partner for the same behaviours that made you hate or leave your ex .
Secondly , create narratives that connect with the fans . While Safaricom chooses to bring people of a kind together to support each other , Liverpool assures them that “ you will never walk alone .” Ruto connected with the masses with his hustler narrative and said , “ every hustle matters .” Tusker is another brand that brings nationalistic emotions through words and music . The narratives must relate , be simple , and be captivating .
Thirdly , choose a positioning . People want to enjoy the pleasure that comes with the win of the one they love and support . Naturally , people admire and love winners . Great brands communicate their number one position to consolidate that admiration . Just like the guy who wins in every individual sport , the number one brand is always loved and for free . The British monarchy has kept its fan base by creating a high superiority position . Every team that wins the Premier Leagues gains a massive number of followers . Celebrities , too , develop fans by portraying a superior social status .
But there is also a position for the underdog , the weak , and the meek . Positioning yourself as an underdog and one who needs support is a unique position that resonates with a particular fan base . Some people hate all-time winners because they are winning too much . I don ’ t like Manchester City , not for any good reason , but because they are just too good . Therefore , I support the teams that play against them all the time and love those that beat them . Ruto took that vulnerable position for his presidential campaigns ; a boy from the village was fighting against the “ system ,” and he attracted a considerable following .
Fourthly , create a real or imaginary
6 MAL50 / 22 ISSUE