Subscriptions are a tactic, not a strategy
Whether you’ve noticed it or not, there has been a seismic shift in the way business is conducted. It’s gone from purely transactional, to almost entirely relational. Because of this, brands are no longer competing only for attention. They’re now competing for loyalty.
At UNBRKBLE, our starting point with potential clients is usually a discussion centered on their desire to build a subscription-based offering. Sometimes the curiosity around subscription comes from a top-down mandate, other times it is a strategic shift in business models, and in other instances, it’s seen as an opportunity to rethink how a company delivers against specific value propositions.
Through these discussions, it typically becomes clear that what they are really seeking is brand loyalty. But they’re almost always operating from the perspective of the business — rarely from the lens of the consumer.
