Brands in a new web paradigm

 In the abundance driven world of the Internet, the dynamics for multiplayer retail change. Instead of increasing the retail distribution of a fungible brand, brand platforms must provide the tooling to adjust the geometry of a brand for specific pockets of demand. Web3 tools can enable more composability via the creation digital franchisees.

The DAO-ification of community facilitates meaningful collaborative work, continuous feedback, and a closer relationship between brands and communities. Distributing tokenised ownership and governance transforms community members into vested and passionate ambassadors and contributors. With some the key levers of building and activating brands tran... See more

Tokenised brand communities can become a formidable avenue for brands to forge meaningful and value creating connections with their most loyal fans. Through mutuality (aligned incentives) and agency (active participation) community members become active stakeholders, only to see their loyalty and effort being rewarded with additional privileges and... See more

If Web2 companies have focused on driving loyalty amongst their uses in the form of engagement and retention, Web3 companies are focused on driving user ownership. One of the most exciting and unique features of Web3 is that "users...fund the products, information, and services that they consume." We're still very early in understanding all of the ... See more

Bottoms Up Brands: I’m fascinated by the concept of bottoms up brands. I define bottoms up brands as community driven, mission-oriented brands with distributed IP. This could be a particular type of PFP and the IP around it, products like PartyDAO or entertainment like Crypto Punk Comics. We’re in a world where communities are crowdsourcing product... See more

“NFTs offer new ways for engaging customers,” explains Jaime Schmidt, the cofounder of Color Capital, a venture capital firm that invests in consumer brands and “Web3,” the term that refers to the blockchain-based decentralization of the internet. “For example, NFTs could unlock access to participation in focus groups, [or] private events available... See more