Traditional broadcast media offered corporations a high degree of control over audience exposure. Customers received consistent messaging about brands directly through advertisements in print, radio, and television media. However, the person-to-person transmission of this information **was limited by the communications infrastructure available to... See more

A brand is the complete set of concepts, expectations, impressions, and reputations that are associated with a given entity

While brands have traditionally been planned and designed directly by corporations, the rise of networked media has challenged the coherence of centrally-managed brand identities

The fundamental tension of narrative control in the networked era is that most companies impose a hierarchical brand management model onto what has effectively become a distributed, permissionless process. And when the emergent meme-space of networked media meets censorship-resistant infrastructures, brands take on a life of their own.

Because brands are constrained by the number of people who come in contact with them, they are directly affected by the accessibility and velocity of information.

A decentralized brand is a fiction made real, an egregore, a self-sovereign entity that lives through the imagination and belief of many. One does not simply decide what a decentralized brand "is." It is not something that can be created by focus groups, strategists, and identity designers. Like Bitcoin, a decentralized brand has its own autonomy,... See more

A decentralized brand is a meme.

How do projects, headless or not, find product-market fit in the Web 3 era? Well, in some senses they don't. In a highly decentralized system, these operations invert such that the community finds product solutions themselves: "market-product fit."

For headless entities in particular, the whitepaper plays key role in setting the tone and narrative direction for the project's continued development.