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From Loyalty to Membership
membership appeals to the members too, because membership provides recognition, stability, and convenience while connecting people to one another.
Robbie Kellman Baxter • The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Desirability of something is today decoupled from its price, and its access is decoupled from wealth. Instead, it’s coupled with social capital, environmental creds, cultural savviness, a story, belonging, and its transformative potential to make us better humans.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
“Would you rather buyers loved your brand or merely tolerated it? Would your customers honestly care if you went out of business tomorrow? Would they fight for its survival? That’s the difference between brands that are shaped by ‘category fit’ and ones built on true fandom.”
From In the Future All the Worlds Most Iconic Brands Will be Built on Fand
... See moreAccording to psychologist Abraham Maslow, after satisfying physiological needs and safety, people focus on needs of belonging and esteem before ultimately moving to self-actualization. The Membership Economy helps people satisfy those needs.