From Loyalty to Membership

In the modern aspiration economy, brand affinity is created not economically, but socially.

Ana Andjelic
8 min readFeb 13, 2020

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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…

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Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.