Look on your AMEX card and you will find a small "Member Since" at the botton. Sports Illustrated does it too with the subscription renewal forms. Why should anyone really care if they have been an AMEX "member since" college or an SI subscriber since high school?
There is nothing rational about membership. This plays to our emotional connection with brands. Brands become a part of who we are and how we think about ourselves. Why else would it matter how long I have been a member of a credit card company that doesn't really have members?
What are you doing to appeal to the emotions of your customers? And try to keep it simple.
Monday, June 30, 2008
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