The Ferris Five Framework
Build loyalty differently.
Building a branded recreation club isn’t a one-time campaign — it’s a cycle of belonging. The Ferris Five Framework helps product marketers design brand communities that enable people to connect with a) other members, and b) with what brings them joy. What is an outcome brands experience? Recurring revenue from memberships, increased product sales, or both.
Like a ferris wheel, each part of the framework is meant to be revisited — revealing new perspectives every time.
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Every great club starts with a story — not about the product, but about why people gather around it. Brand storytelling gives your community meaning beyond transactions. It shapes the shared language, values, and rituals that members carry with them. When done right, it turns marketing into mythology — and customers into characters within it.
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Belonging deepens when it’s rewarded with purpose. Member benefits translate emotional connection into tangible value — early access, limited releases, inside information, or shared experiences that feel earned, not sold. They remind members that their participation matters, creating a cycle of appreciation and return.
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Recreation lives in the real world. In-person activities — from workshops to meetups to pop-up events — transform abstract brand values into lived experiences. They’re where stories turn into friendships, and where loyalty takes physical form. For product marketers, these touchpoints make the brand memorable long after the campaign ends.
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Every community needs a home — physical or symbolic. Experiential locations, whether flagship stores, brand museums, or seasonal retreats, anchor your club in a sense of place. They give members somewhere to return to, somewhere to bring others. They’re not just destinations — they’re stages where the brand’s story continues to unfold.
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Digital tools are the connective tissue of modern belonging. From private apps to community forums, digital platforms sustain interaction between in-person moments. They allow participation, co-creation, and recognition to happen anytime, anywhere. The key isn’t just building a platform — it’s designing digital spaces that feel as human as the people in them.
We are getting ready to launch a course for product marketers like you to learn The Ferris Five for designing recreation-driven communities.
