added by sari · updated 2y ago
From Loyalty to Membership
Mila Superstar added
Both mechanisms, of social classification and social cohesion, also explain why, in the modern aspiration economy, brand affinity is created not economically, but socially – and why best loyalty programs treat their customers as community members.
from The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands by Ana Andjelic
- True loyalty is emotional and irrational and leads to customers feeling like they’re part of an exclusive membership group which then leads them to become loyal subscribers or consumer network participants. People appreciate being part of a club
from Fundamentals of modern loyalty by Substack
Mila Superstar added