Irn Bru are in hot water this week with super fans petitioning the firm to not change their beloved drink. With the sugar tax looming drinks manufacturers are all working hard to reformulate their products, but they seem to have forgotten the importance of communication. Treating super fans as a specific audience is an absolute must, not only for acceptance, but for brand reputation. Brands should know their super fans well, they should be able to bring them on the journey and tell them what they're doing and why, letting them sample the new flavours as an exclusive and cherishing their powerful advocates. When done well, harnessing the power of the super fan brigade is unstoppable. When done badly, well...