A good product will win you customers, but it takes a lot more to create, cultivate, and keep true, actual fans. The magic word for most is community, and the brands here, being honored as part of Brands That Matter 2022, have found ways to foster and excite growing communities around them. Decades-old brands, including Fender guitars and Magic: The Gathering, are using new content to stay relevant. For Fender, this past year was about building a content hub full of tools for the millions of new people who started to play over the past few years as a COVID-19-lockdown-induced new hobby. Magic: The Gathering has leaned into celebrating a more diverse set of players with its direct-to-consumer platform, Secret Lair. Meanwhile, three-year-old wrestling upstart All Elite Wrestling has taken on a Goliath by showing a different side of its diverse lineup of stars. Here are the brands making the most of fun and fandom: All Elite Wrestling As discussions around mental … [Read more...] about These 6 brands are growing by letting fans pursue their passions