LIVING IP

The New Frontier of Fandom

The New Frontier of Fandom

The New Frontier of Fandom

Your brand is bigger than a product, a service, or an event. Your brand is a universe. And when it’s attractive and meaningful, people will want in.

Your brand is bigger than a product, a service, or an event. Your brand is a universe. And when it’s attractive and meaningful, people will want in.

Your brand is bigger than a product, a service, or an event. Your brand is a universe. And when it’s attractive and meaningful, people will want in.

Fandom doesn’t happen by accident. It’s not a byproduct. It’s an outcome you need to intentionally design for. When you give people the tools to participate, symbols, rituals, inside language, they start to see themselves inside the brand, engage with it and extend it.


Much like an IPO democratizes a business, a living brand democratizes identity. It invites your community to co-create and amplify the expression of the brand, turning engagement into a shared, evolving narrative.


A living brand responds. It grows through interaction. Feedback loops. Cultural cues. Tangible signals that show the brand is listening and moving with the people who are part of it.


Build the universe of your brand. Make space for others to shape it. The more they bring to it, the more it becomes theirs. And the more it matters to them.

Fandom doesn’t happen by accident. It’s not a byproduct. It’s an outcome you need to intentionally design for. When you give people the tools to participate, symbols, rituals, inside language, they start to see themselves inside the brand, engage with it and extend it.


Much like an IPO democratizes a business, a living brand democratizes identity. It invites your community to co-create and amplify the expression of the brand, turning engagement into a shared, evolving narrative.


A living brand responds. It grows through interaction. Feedback loops. Cultural cues. Tangible signals that show the brand is listening and moving with the people who are part of it.


Build the universe of your brand. Make space for others to shape it. The more they bring to it, the more it becomes theirs. And the more it matters to them.

Fandom doesn’t happen by accident. It’s not a byproduct. It’s an outcome you need to intentionally design for. When you give people the tools to participate, symbols, rituals, inside language, they start to see themselves inside the brand, engage with it and extend it.


Much like an IPO democratizes a business, a living brand democratizes identity. It invites your community to co-create and amplify the expression of the brand, turning engagement into a shared, evolving narrative.


A living brand responds. It grows through interaction. Feedback loops. Cultural cues. Tangible signals that show the brand is listening and moving with the people who are part of it.


Build the universe of your brand. Make space for others to shape it. The more they bring to it, the more it becomes theirs. And the more it matters to them.

BACK HOME

BACK HOME

BACK HOME

ONTO NEXT

ONTO NEXT

ONTO NEXT

GenXP
belongs
to all of
you.

GenXP
belongs
to all of
you.

GenXP
belongs
to all of
you.

This is a living, breathing playbook.

Now, we’re setting it free. It’s open-source strategy, ready for you to shape and evolve. What we’ve started is just the beginning. You’ve got the formula. Now break it. Build on it. Remix it.

Use what speaks to you. Rewrite what doesn’t. Email us questions. Challenge us. Call bullshit. Send us proof. Send us stories. Tell us what caught fire—and what fizzled.

Just don’t keep it to yourself.

This is a living, breathing playbook.

Now, we’re setting it free. It’s open-source strategy, ready for you to shape and evolve. What we’ve started is just the beginning. You’ve got the formula. Now break it. Build on it. Remix it.Use what speaks to you. Rewrite what doesn’t. Email us questions. Challenge us. Call bullshit. Send us proof. Send us stories. Tell us what caught fire—and what fizzled.

Just don’t keep it to yourself.

This is a living, breathing playbook.

Now, we’re setting it free. It’s open-source strategy, ready for you to shape and evolve. What we’ve started is just the beginning. You’ve got the formula. Now break it. Build on it. Remix it. Use what speaks to you. Rewrite what doesn’t. Email us questions. Challenge us. Call bullshit. Send us proof. Send us stories. Tell us what caught fire—and what fizzled.

Just don’t keep it to yourself.