The New Mechanics Of Brands, Channel Shifts, & Unexpected Digital Opportunities

Yet, the world we live in is shifting rapidly. Consumers’ changing expectations and behaviours are affecting the ways in which brands can be borne and built. Complexity and choice paralysis has increasingly become the norm.

Digital has led to market fragmentation in nearly everything. Reduced opportunity costs have spawned a plethora of Direct to Consumer (DTC) brands which will continue for the foreseeable future. Small niche startups will continue to build followings and “tribes” in ways that couldn’t have been imagined in the pre-internet era.

This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng

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 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.