Never underestimate how much people just want to be on a winning team.
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... See more
Ana Andjelic • From Loyalty to Membership
In every human society, people are motivated to seek belonging and status. Identifying with a group checks both boxes at the same time: we become part of a tribe, and we take pride when our tribe wins.