In this unplugged session (no slides, no screens, no sleight of hand), you’ll strip marketing back to what’s real: the human signals that turn casual customers, communities, and employees into true fans. Presenter Lauren Teague shares her Brand to Fan™ framework to shift how we think about decision journeys and influence. Learn how to convert noisy touchpoints into “Actionable Affinity”— practical ways to design experiences, rituals, and stories that deepen loyalty and advocacy across your entire ecosystem.
 
After this session, you’ll be able to:

• Diagnose where your current customer and employee journeys are optimized for short-term attention instead of long-term affinity, and prioritize 2–3 moments to redesign for fandom.
• Translate existing data and feedback (NPS, reviews, social chatter, support logs, internal surveys) into simple “fan signals” your team can use to guide CX and content decisions.
• Design repeatable fan-building rituals — before, during, and after key moments (launches, events, renewals, onboardings) — that strengthen connection and increase engagement.
• Build a lightweight Brand to Fan™ playbook your team can use to align marketing, CX, and internal culture around creating and measuring affinity, not just impressions and clicks.