added by Keely Adler · updated 2y ago
Why more direct-to-consumer brands are exploring membership models
Brand Memberships
alex and added
- The keywords are not necessarily prestige and exclusivity but identity and belonging.Membership is micro. To prevent reverse network effects and maintain a high signal-to-noise ratio, brands often focus on specific customer sub-segments and overdeliver for them. This works particularly well for brands that sell easily commodified products. For exam... See more
from Fundamentals of modern loyalty by Substack
Mila Superstar 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. 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
from From Loyalty to Membership by Ana Andjelic
sari and added