What do Pokémon, K-pop and B2B onboarding processes have in common? More than you’d think, especially if you're a marketer.  In this episode of UnEDited, Ed sits down with Calvin Innes, Creative Director and GM at JVM Nerd, to talk about the rise of nerd culture, the power of fandom, and why brands that want real loyalty need to move beyond audience building and start creating genuine connections.  From gamifying corporate training to collaborating with pop culture IPs, Calvin shares what it takes to tap into passionate communities (without getting it horribly wrong), and why understanding your audience is all about knowing what they care about and WHY!  Whether you're B2C, B2B, or still pretending this doesn’t apply to your brand, this one's packed with insights that might just change how you think about marketing.