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  • October 29, 2020
  • Article
  • Harvard Business Review Digital Articles

How to Build a Digital Brand That Lasts

By: William Collis and David Collis
  • Format:Electronic
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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

Brands and Branding; Business Model; Adaptation; Framework

Citation

Collis, William, and David Collis. "How to Build a Digital Brand That Lasts." Harvard Business Review Digital Articles (October 29, 2020).
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About The Author

David J. Collis

Strategy
→More Publications

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More from the Authors
  • Group Functions at the Maersk Group By: David J. Collis
  • SimpliSafe—Safe From Disruption? By: David Collis, Felix Oberholzer-Gee and Terrence Shu
  • Corporate Divestitures and Spinoffs By: David J. Collis, Ashley Hartman and Terrence Shu
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