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From Loyalty to Membership
Not as straightforward as loyalty programs, membership trades on social and cultural capital. Scoring an invite for the Château de Saran, the centerpiece of the Moët Chandon empire, doesn’t have a price: “you cannot pay to come and stay at Saran, that is not the point. You have to be asked,” says Stephane Baschiera, the president and CEO of Moët an
... See moreAna 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
amazon.com
As consumers, our most valuable affinities will be to brands and communities, not specific products.
Joey DeBruin • (Amazon) Prime time in web3
The keyword here is not necessarily prestige and exclusivity, but identity and belonging. There’s a pure pleasure in the intimacy of consuming together, along with enjoying status within a community. Thanks to a membership in a community, a hypebeast gets access to new product drops and events. This is the domain of intangibles that most loyalty pr
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