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Fanboys (I also include Fangirls, so I don’t discriminate any one), an expression I often hear in the gaming community. You can be a fanboy in many ways, or simply put a fan of different things. Examples like consoles, franchises, brands and so forth. A great quote from Wikipedia on Fanboys:

Stereotypical fanboys are attributed with a devotion to the creators and principles behind a work with which they are currently enthralled. Fanboys are noted for a very emotional attachment to their chosen subject. They will readily engage in debates about their chosen subject.

Now, if you would view this from a marketing and business perspective, I at least, would call these kinds of persons or customers the ultimate one! The one any company in any business would like to have. They love the “product”, franchise and accessories. As one who follow the gaming community (obviously cause I’m a gamer myself) one can’t miss the dedication, energy and time many gamers spend on the medium, outside of just playing the games. Their own modifications, websites, blogs, community, tattoos, videos and so much one can’t apprehend it all.

Fanboys comes in many sizes, shapes and “obsessions”, and it’s interesting to analyse this phenomenon. They are the best and worse customers at the same time. On the good side they them self become great spokespersons for the brand they love and (in some cases unaware) help market the brand ever further. Reliable customers who you almost can count on will by any new version or product you ship within that brand. On the other hand, cause they’re so dedicated they become hard to please and easy to backfire. If a new game or product is released, that won’t satisfy or please them, they usually will react more than non-fanboys, cause the expectations is very high.

Fanboys remain loyal to their particular obsession

And what company who sell a product or have one or more brands, wouldn’t dream of their own fanboys? The (almost) perfect customer, good spokespersons who by them self market the brand or product. Here one could ask, how define the brand, the company behind it or the fanbase? If there is a fanbase they could be used to define the brand, but it must be on their own terms. No one can force or try to control a fanbase. The free will is very important, to preserve the authentic of the fans. Some companies may find this scary not to be able to control their brand, but they should be happy to have a fanbase if they do! That people dedicate their time, energy and emotions to YOUR brand or product. Be fucking grateful!

But how is it a few special categories of industries that have a strong fanbase and community? Games for example are entertainment and often have characters and create emotions. How much marketers work to push their message into people mind and create good association to the brand, they will never compete with brands who have a fanbase. I mean, how many people really LOVE a special ketchup, phone (unless its a iPhone ) or furniture brand. Maybe the fanboy phenomenon won’t fit every product categories, yet it’s quiet remarkable how it can differentiate.