How to Build a Digital Brand That Lasts
hbr.org
MACE is a blueprint for any brand — even traditional ones — to evolve for long-term relevancy. It is true that brands without inherent, digital connectivity require clever thinking to leverage this framework. But companies that cannot effectively engage with consumers on digital platforms are destin
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- MACE is a blueprint for any brand — even traditional ones — to evolve for long-term relevancy. It is true that brands without inherent, digital connectivity require clever thinking to leverage this framework. But companies that cannot effectively engage with consumers on digital platforms are destined to be dinosaurs. Even the most traditional prod...
- The MACE Framework These same tactics — what together I call the “MACE framework” — are not one-offs, but generalizable to all brands. Let’s look at them more closely. Mastery: Give your consumers non-transferrable rewards for using your products and engaging with your content. Ideally, these rewards require public displays of affinity or small (n...
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Miki Uchida
"MACE": Mastery, Accessibility, Cadence, Ensnarement
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