Everyone supports a brand because the brand represents their interests/values/income or helps them become the person they want to be.
But the adoration doesn’t last forever. The fan matures, the brand pivots (or stays the same), and the relationship comes to an end.
Fast fashion fades out. The season ticket holder loses faith in the club. The music listener finds a new pop star.
For fans, change is the only constant. It’s the brands that try to stick around.