This article gave a framework on how to protect ones brand, which it deems is equally as important as

defining a brand. The sustainability of a brand is ensured by how flexible and adaptable it becomes over
time. The article put forward framework to ensure and the adaptability of a brand on these are mastery,
accessibility, cadence, and ensnarement.

Mastery I believe is a key concept in this framework because it increases interaction of customers with
the product or the brand. Spending more time using that brand leads to a customer being particularly
good at managing a brand or manipulating that particular product which by itself is a reward to ensures
loyalty to brand. Which I believe is win-win for both the brand and the consumer. A possible example is
brands that reward VIP tier by earning points for engagement, exploring, and even sharing via social
media. It encourages a customer to strive to get to a next level or to strive to get to earn more points in
order to join the VIP program or to get certified or to earn points hence this ensures that the customer
either spent more money using that product or explore more about the product. The mastery level also
helps to retain customers for a very long time because once the customer had put a lot of time into
winning rewards or mastery, a customer is less likely to abandon the brand and transferred to another.
Not to mention the mastery strategy gives customers a sense of accomplishment, regardless of whether
or not this accomplishment is false or otherwise it was still motivate the customer to keep coming back.

I believe a brand that does not have accessibility has no future. Accessibility helps brands to grow
through increased sales. By widening their customer base. Brands that have Accessibility also have
greater awareness greater market penetration popularity and maybe even customer loyalty. A brand
that has a very expensive entry price, let’s say even if the product is worth it, get disregarded at the
beginning before a customer even tries out the product. Another important point would be it allows for
a lot more people to get a positive experience with the brand because once a customer has a negative
or unfriendly experienced with your brand they will forever dismiss or automatically exclude it as an
option. The market Is growing globally in this day and age, the more the brand make their products
accessible globally to all demographiques means more sales, more profits and not to mention
durability.

Content is a very Basic concept when it comes to brands. Whether a brand is putting out new product or
new market strategy or if it’s optimizing the one that’s it already has it is very basic in order for that
company to keep evolving and growing. Let’s take a look at Adobe for example, it creates content for its
audience with content by product. This type is one time content management however other brands
publish their updates once a week or once a month keeping their customers on their toes. A very
simplistic example is Apple IPhones it keeps updating the tiniest thing on and then on their phone, be it
hardware or software changes, people keep buying this product with such excitement. This is in keeping
with human nature because we tend to be a very easily disinterested and need constant change and
see constant evolving.

The way I understand ensnarement of a brand is giving the customer a reason to purchase a product
that is different than the normal use. Adding purpose of the brand basically adding value to the product.
This allows for consumers to connect to a brand on a personal level. If you take a look at the Coca-Cola
share drink campaign we can see that by that kind of marketing consumers were prompted to to share
their personal experiences on social media showed personalization and it caused the customers to buy
more products and the campaign continued to evolve creatively engaging and involving customers
 I agree with the major points of this article a brand should always think about how to evolve to the
future instead of focusing on what a brand used to represent.