Klarna’s CMO says “Klarna has no fans.” But is that a problem?
In EP 66 of The Art of Commerce, Anish Raul and Ajinkya “Jinx” Joglekar unpack the growing
obsession with brand fandom and ask a bigger question: Does every brand actually need fans?
They explore why some brands, like Netflix, naturally lend themselves to fandom, while utilitydriven businesses like Klarna may be better off focusing on having a great product and loyal
customers. They also discuss the difference between having customers who repeatedly choose
your product and true fans who will advocate for your brand—even when the product isn't
perfect.
This episode covers:
• Why Klarna’s CMO says “Klarna has no fans”
• Whether brand fandom is overhyped in modern marketing
• The difference between fans, loyal customers and customers who simply have a choice
• Why the product has to deliver on the promise
• How Netflix turned a utilitarian streaming service into a global fandom
• Why Netflix’s fandom came from product innovation and content, not just memes and
marketing
• Why some product categories naturally lend themselves to fandom more than others
• How brands can build customer loyalty even when fandom isn't realistic
• Whether financial brands and utility businesses can create genuine communities
• Why you can't build fans on top of a bad product
• What The Art of Commerce itself can teach us about building a community
The key takeaway: Not every brand needs fans. But every brand needs a product that delivers on
its promise. Fandom may be an aspiration, but it should come from the strength of the product
and the experience. Not from simply adding “community” or “culture” to a marketing strategy.
Connect with the hosts:
Anish Raul: https://www.linkedin.com/in/anishraul/
Ajinkya “Jinx” Joglekar: https://www.linkedin.com/in/ajinkyaj/
