Formula E CEO Jeff Dodds and Edelman’s Brand MD Suzy Socker take the stage to explore why fandom and culture rule brand loyalty. How do you convert awareness into loyal customers, and loyal customers into raving fans? This chat explores fandom as a cultural and economic force reshaping industries. Jeff and Suzy reveal how earning a role in culture and society through meaningful fan engagement can transform brands. From decoding fan behaviours to unlocking the role of earned trust, they’ll share how cultural relevance turns fandom into a movement, not just a marketing strategy.