🧠 Why Do People Flex Their Water Bottles More Than Your Brand?

Welcome back to the 80th edition of Nord Media

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Walk into any gym, and you’ll see them everywhere…. Funky, multicolor water bottles clutched like status symbols. Owala has taken over.

Stanley had its moment. Hydro Flask was the must-have before that. But now, it's the era of Owala. And if you’ve ever felt the urge to grab one (guilty, I’m even surprising my wife with one soon), you know how a brand can make you want to be part of something bigger.

It’s not just about the bottle itself. Owala makes you feel like you belong. 

The experience doesn’t stop at checkout. They double down on it. 

A few minutes after your order, they hit your inbox with a welcome email: “The coolest products for the coolest people (which now includes you).”

(I may have blushed at that email).

That’s how you build a VIP experience. They’re not giving out points or discounts. They’re creating an identity. And most eCommerce brands miss this completely. They focus on transactions instead of relationships, on rewards instead of exclusivity.

So today, I’m breaking down exactly how to build a VIP customer program that actually drives repeat purchases and brand affinity.

Let’s dive in.

Why Brands Should Move Beyond Basic Loyalty Points and Discount-Based Retention

Traditional loyalty programs fall into the same formula

• Spend money

• Earn points

• Get a small discount

But this approach is just a pricing game, not a true retention strategy.

Here’s why discount-driven loyalty programs fall flat:

They attract deal hunters, not long-term customers. 

• If someone only comes back when there’s a discount, they’re not loyal to your brand. They’re loyal to the best deal.

They fail to build emotional connections. 

• A coupon code doesn’t make customers feel special or valued. It just lowers their next order total.

They cut into margins without increasing affinity. 

• Discounts train customers to expect lower prices, eating into profitability without strengthening their relationship with your brand.

They don’t create a sense of belonging. 

• People want to be part of something bigger. A VIP program should feel like gaining access to an exclusive club, not just stacking up points.

Owala understands this. After purchasing, they send an email saying, “Congrats, you now own the best water bottle around.” And suddenly, it clicks. 

Every time you see someone else with an Owala, there’s this unspoken connection that you’re both part of the same club. No points needed. No discounts required. Just a shared experience that makes ownership feel special.

That’s what VIP customer programs should do. Turn buyers into insiders, not just repeat customers.

How to Design High-LTV Customer Tiers That Drive Repeat Purchases and Brand Affinity

​​A VIP program shouldn’t feel like a glorified coupon book. If all you’re offering is points and discounts, you’re training customers to treat your brand like a buy-one-get-one sale, not something they actually care about.

Spending more to save more won’t work. Focus on status, exclusivity, and making customers feel like they’ve unlocked something special.

Here’s how to do it right:

1. Make Membership Feel Like a Flex

• Nobody brags about being in a “Gold” tier. But tell them they’re part of an invite-only group with limited spots? Now they’re listening.

Example: Lululemon’s Essentials Club gives members first dibs on new drops. Because nothing says “I’ve made it” like owning the latest overpriced hoodie before anyone else.

2. Reward More Than Just Spending

• Your most valuable customers aren’t just the ones who spend the most money. They're the ones who rep your brand like unpaid influencers.

Example: Sephora’s Beauty Insider program hands out points for leaving reviews and engaging with the community. Free product and social clout? Win-win.

3. Ditch the Discounts, Offer Real Perks

• 10% off? Boring. Make customers feel like VIPs with things that money can’t buy.

Example: Nike’s Member Access unlocks early drops and exclusive gear—because VIPs shouldn’t have to fight bots to get the good stuff.

4. Name Your Tiers Like You Actually Care

• If your VIP levels sound like a credit card ranking (Silver, Gold, Platinum), you’re doing it wrong.

Example: Black Rifle Coffee’s Loyalty Club names its tiers Enlisted and Operator, turning caffeine addiction into a badge of honor.

5. Make VIP Status Obvious

• People should see that they’ve made it. Give them a physical or digital flex like custom packaging, exclusive badges, or a special VIP login screen.

Example: American Express Platinum holders get a metal card that clinks when they drop it on the table. Status isn’t just earned, it’s displayed.

The goal shouldn’t be to get customers to buy again. Instead, make them proud to be part of the brand. 

When done right, customers won’t just return… they’ll recruit.

Closing Thoughts

Well, after writing this, I’ve officially talked myself into getting an Owala for myself too. 

My wife’s getting one as a surprise, but at this point, I’d just be left out of the unspoken but known club. Can’t have that.

That’s the power of a great brand experience. You don’t just buy the product, you buy into it. And once you’re in, you start spotting fellow members everywhere, giving them that subtle nod of acknowledgment.

So, if your brand’s version of loyalty is still “collect 500 points to save $5,” it might be time to rethink things. Make customers feel like they’re part of something. Do it right, and you won’t need to beg them to come back. They'll be the ones bringing their friends.

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Thank you for reading! I appreciate you.

Sincerely,
Kody