Fundamentals of modern loyalty

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Membership is also a vehicle of the modern aspiration economy. It represents a shift from doing things for the benefit of others (conspicuous consumption) to a value model where we invest in things that benefit ourselves: access, knowledge, information, experience, privacy, belonging, self-actualization. In the modern aspiration economy, consumers ... See more

Ana Andjelic • From Loyalty to Membership

The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands

Ana Andjelic • 2 highlights

amazon.com

Cover of The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands

The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue

Robbie Kellman Baxter • 1 highlight

amazon.com

Cover of The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.

Dan Frommer • Outdoor Voices shows community only gets you so far

Brands want to be more than your friend. They want community.

terry nguyen vox.com

Your CAC doesn’t matter: Brands of the next decade will win with loyalty, not acquisition

Jason Bornstein forerunnerventures.com