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From Loyalty to Membership
Desirability of something is today decoupled from its price, and its access is decoupled from wealth. Instead, it’s coupled with social capital, environmental creds, cultural savviness, a story, belonging, and its transformative potential to make us better humans.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Members are given all the traditional benefits of joining a club: status, identity, shared interests, and ownership.
Rachel Botsman • What's Mine Is Yours: The Rise of Collaborative Consumption
Membership is a concept that is timeless, important, and powerful. It is part of our innate humanity to gravitate toward community. Once trade economies developed, we proved we were willing to pay a premium for connection, and the Membership Economy was born.
Robbie Kellman Baxter • The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Membership recognizes that a brand’s consumers are not a monolithic group, but a network of subgroups and niches. A good membership program’s unique value proposition, messaging, benefits, and how they are conveyed through look, feel, and tone of voice are tailored to each of these subgroups and niches.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
So membership programs need to offer a steady stream of touchpoints.