"At the center of all marketers’ brand ambitions sits the hope of creating a fan base. All brands have customers, the people that buy the brand, but few have a substantial fan base. The difference between fans and customers is behavioural. Fans are the type of customer that feels they are brand stakeholders. They are part of and some create the brand story itself. Fans go out of their way to buy and use a brand. They talk about the brand for you, harnessing the power of story through word of mouth. They position your brand better than you will. To your other customers they are the authentic voice of the brand, more so than you."
Via Gregg Morris