While people want to be respected for their individuality, they also want a feeling of belonging to a meaningful Membership Community.
Signing In is a behaviour – anyone can register or enroll. Signing On creates pride of belonging to the Membership Community. People do not just want to log in. They want to link up. They want a relationship.
"One-Think Decision-Making" creates Meaningful Membership as people expect to be satisfied in nanoseconds.
If brands do not deliver on their promises quickly, perceptions of quality, leadership and trust can be damaged.
Membership communities have a commercial purpose for the brand as well as a personal social purpose for the member.