Aaron C.T. Smith is a Professor at RMIT University, Australia. His research investigates psychological, organisational and policy change in business, sport, health, religion and society. Aaron has authored 17 books, over 100 academic articles, and consulted to more than 120 organisations on these issues.Constantino Stavros is an Associate Professor of Marketing at RMIT University, Australia. One of Australia’s leading media commentators on communication and branding matters, he is also the Editor-in-Chief of Sport, Business and Management: An International Journal. His research interests lie predominantly at the intersection of consumption and technology.Kate Westberg is an Associate Professor of Marketing at RMIT University, Australia. Her research focuses primarily on the areas of sport marketing and sponsorship, branding, social marketing and behavioural change. Previously, Kate worked in a range of marketing roles in both the commercial and non-profit sectors in Canada and Australia.

• Chapter 1 Introduction – Crowdsourcing Brand Equity.- Chapter 2 Pitch Partners– Customers as Players and Collaborators.- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content.- Chapter 4 Connected Communities– Icons and Tribalism.- Chapter 5 Passionate Partisans– Lifelong Loyalty.- Chapter 6 Dynamic Data– Branding the Digital Drive.- Chapter 7 Enhanced Experiences – Enlisting the Fanatic.- Chapter 8 Conclusion– Future Brand Fans.