The New Landscape Of Loyalty

Redefining Connection, Value, and Growth in a Fan-Driven World

Hey friends, after a brief pause (and by brief, I mean 13 weeks of sleep deprivation, toddler tantrums, and the delightful chaos of newborn life), I’m back in the saddle. Yes, I’m absolutely knackered. But if there’s one thing I’m good at, it’s being a glutton for punishment—especially when it comes to digging into the evolving world of fandom and multiplayer brands. So here I am, with another piece to add to the ever-expanding thesis galaxy I’ve been building.

Some of you might remember The New Fandom Formula, where I broke down how fandom has shifted into a powerful new currency for brands. Then came Decoding Community, an exploration into the deeper, more connected communities driving not just engagement but real, meaningful growth. And of course, I dove into The Multiplayer Brand, where I explored how brands are becoming collaborative worlds driven by fans, creators, and the collective energy of their audiences.

Now, I’m heading into new territory with The New Landscape of Loyalty—and trust me, this isn’t your dusty old punch card program from the 90s. Loyalty is being radically redefined in ways that feel urgent, fresh, and absolutely critical for brands that want to stay relevant. We’re talking about fandom-fuelled connection, data-driven economies, and a shift from transactional relationships to something far deeper and more transformative. And yes, I’ve managed to somehow pull this all together while juggling a newborn and a toddler. I told you, glutton for punishment.

But seriously—loyalty is no longer a sideshow, it’s centre stage. The rules have changed, and we need to keep up. This new report pulls together the threads I’ve been weaving for a while now—so grab a cup of tea (or something stronger), dive in, and let’s continue this journey together. Because if I’m back in the game, exhausted and all, then you better believe there’s some serious work to be done.

Let’s get into it.