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

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

As consumers, our most valuable affinities will be to brands and communities, not specific products. 

The irony of most of today’s loyalty programs is that they aren’t about loyalty at all. They have more to do with economic calculation and gain management than with the true affinity for a brand.

All in all, real positional scarcity businesses take time to develop, especially loyalty businesses that are difficult to get off the ground before a retail or consumption environment is fully understood. But I’ll leave with this thought: as the mobile internet, e-commerce, and the transformation of retail continues onward, I think there’s an incre... See more