Publications
Publications
- October 29, 2020
- Harvard Business Review Digital Articles
How to Build a Digital Brand That Lasts
By: William Collis and David Collis
Abstract
What makes a brand durable even as business models, technology and consumer behavior radically change? The key is that durable brands are adaptable brands—even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers non-transferrable rewards for using your products and engaging with your content; 2) Accessibility: Make your brand easily available to as many consumers as possible; 3) Cadence: Constantly create news and content around your brand; and 4) Ensnarement: Make your brand as sticky as possible by building in switching costs and creating network effects.
Keywords
Citation
Collis, William, and David Collis. "How to Build a Digital Brand That Lasts." Harvard Business Review Digital Articles (October 29, 2020).
About The Author
