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.

We are moving from an era of centralized, bureaucratic value creation firms to an era of decentralized, permissionless value creation networks . As organizational models change, so too will the intangible cultural artifacts created by these new institutional forms. Brands, narratives, memes—we now choose our own headless gods.

We are moving from an era of centralized, bureaucratic value creation firms to an era of decentralized, permissionless value creation networks . As organizational models change, so too will the intangible cultural artifacts created by these new institutional forms. Brands, narratives, memes—we now choose our own headless gods.

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.