Saved by Mila Superstar
Fundamentals of modern loyalty
True loyalty is emotional and irrational, and often at odds with our survival instinct. To achieve it, brands are better off with membership programs than the point schemes. Figuring out a good membership scenario is even more important today with a proliferation of subscription models, private chat rooms, and an ever-increasing costs of paid socia... See more
Ana Andjelic • From Loyalty to Membership
sari and added
sari added
True loyalty is emotional and irrational, and often at odds with our survival instinct. To achieve it, brands are better off with membership programs than the point schemes.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Brands that offer memberships see them as something that allows the brands to offer better value to customers, while also hopefully locking them in to make future purchases.
Thingtesting • Why more direct-to-consumer brands are exploring membership models
Keely Adler added
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
sari and added
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
The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Robbie Kellman Baxter • 1 highlight
amazon.com
The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Ana Andjelic • 1 highlight
amazon.com