Every so often a brand does something fairly normal, like slightly changing their product, amending their logo or introducing a new face, but what follows is anything but ordinary.
We’ve all seen it happen. That moment when people express not just mild disappointment or casual approval, but something closer to real grief, or anger, or genuine euphoria. People who have never met are coordinating online and sharing their love/hate for what happened. Petitions are circulating and fan forums and discussions across social media are filled with impassioned comments.
From the outside looking in, it looks completely irrational. From the inside, when we look at fan psychology, it makes total sense.
