Loyalty programs are transactional, making it easy for savvy customers to flee to a better program provided by your competitor. Instead of points and giveaways, product marketers can build loyalty by helping people find a sense of belonging through recreation. How?

We have researched dozens of iconic brands and developed case studies based on their branded recreation clubs, a type of brand community focused on recreation. From this research, we identified a framework we call The Ferris Five.