Web3 - A New Frontier for Brands and Marketing
the Brand Alchemist #136
It’s been a minute (or two)! How you’ve been?
Me? I am fairly ok, to refer to John Mayer; ‘…I’m in repair, I’m not together but I’m getting there…’ Now, I’ve spent the past 6-8 months deep diving and immersing myself into the world of AI, AR, the Creator Economy, Web3, Crypto and Blockchain, to elevate my knowledge, but more importantly, figure out the impact it will have on brand and marketing. After all, that is part of my WHY, to make a positive impact; using my knowledge, passion and curiosity, transforming brands that matter by creating narratives that sell, and that’s the intent of this newsletter, to help you.
I have also dated, but am still single (it’s complicated), I have been reading a lot of books (want me to share?) and I have restarted my fitness journey at the gym, not for the ‘Summerbody 2023’, but for my health and physical and mental wellbeing.
Oh, and I am now a contributor to MediaCat, a UK-based online publication which explores marketing and media change. I have 2 published articles and more to come.
I have worked with some solid brands these past months, rebranding and redefining This is AFK, and worked on Pringles, Coca-Cola, Helly Hansen, McCormicks, and Cannes Lions, to name a few.
I am also about to launch my entry course, "Conquering Brand and Marketing Strategy: Unlock the Power of Your Brand." which will be launched in the next few weeks in collaboration with a members club here in the UK. So there is that.
This weekend I was invited to Speak at the IMH Business event in Cyprus, for their 20-year anniversary of the Advertising, Marketing & Communication Conference, where I shared the stage with Antonis Kockeilas, the Global CEO of Ogilvy Advertising. He spoke about “the 8 Habits of Successful Marketers of the Future”, and I gave a keynote presentation on “Building Purpose Driven Brands in the Web3 age”, built on my Brand TEA concept. I’ll share the video as soon as it is live.
I am still pondering on the format for my next book(s) — I mean Brand You Economics was my first, and it did, well still does its purpose of acknowledging my expertise as a thought leader. Still, I have more to share, and perhaps you could help me make the right choice. (survey and questions to come in the next email from me)
I'm excited to bring you this week’s newsletter. We're diving into a topic that's been making waves in the tech and marketing world: Web3, the next generation of the internet.
Let’s crack on with it, shall we?
Alchemist's Insights
Web3, or the decentralized web, is more than a trend—it's a revolution that's set to redefine the way brands interact with consumers online. It's a shift from data-centralized platforms (Web2) to a decentralized and user-centric ecosystem. The implications for marketing are significant, from data privacy to customer engagement and beyond. Read more about Web3
Why it matters: As marketers, understanding Web3 is crucial. It's not just about technology but a fundamental shift in how we engage with consumers. In a Web3 world, brands will need to rethink their strategies to ensure they're delivering value in a decentralized digital landscape.
The Creator's Corner
This month, we spotlight three trailblazing projects in the Web3 space:
Filecoin: A decentralized storage system that aims to "store humanity's most important information."
Polkadot: A multi-chain platform that allows different blockchains to interoperate in a shared security model.
Chainlink: A decentralized oracle network that enables smart contracts to securely interact with real-world data and services.
Why it matters: These projects are not just innovating; they're reshaping the digital landscape. For brands, this means new opportunities for engagement, new channels for communication, and new ways to deliver value to consumers.
Innovation Spotlight
The spotlight this month shines on the InterPlanetary File System (IPFS). This peer-to-peer network is striving to make the web faster, safer, and more open. It's a key player in the Web3 space, enabling decentralized storage and sharing of data.
Why it matters: For marketers, IPFS represents a shift in how we think about data storage and access. It opens up new possibilities for content delivery, data security, and user privacy, which are crucial considerations in a marketing strategy.
The Transformation Lab
To delve deeper into the world of Web3, I recommend tuning into Web3 Business Podcast In particular, check out the episode titled "Web3 and Trust" where Michael Selzner discusses the potential and challenges of Web3 with Jay Hamilton.
Why it matters: As marketers, staying informed about the future of the digital landscape is crucial. This podcast episode provides valuable insights into how Web3 could impact marketing strategies and consumer engagement based on Trust.
Alchemist's Summary
Web3 is more than just a buzzword—it's a paradigm shift in the way we use the internet and engage with consumers. It promises a future where users have more control over their data, where the internet is more secure and efficient, and where the digital economy is more equitable. The projects we've highlighted today—Filecoin, Polkadot, Chainlink, and IPFS—are just the tip of the iceberg. The Web3 revolution is just beginning, and it's a space we'll be watching closely.
Here is a short summary of the Keynote I did for IMH Business, which I hope adds value to this newsletter, and your understanding of Web3 and Brands:
🚀 Building Purpose-Driven Brands in the Web3 Era 🌐
In today's rapidly evolving digital landscape, buzzwords like Web3, crypto, and blockchain are more than just trends - they're reshaping the way we connect with consumers. 🌍💡
At the heart of this revolution is the rise of purpose-driven brands. These brands stand for something bigger than what they sell. They're about ethos - the brand truth. They're not just selling products; they're selling a mission, a vision, a purpose. 🎯💖
In a world where consumers are bombarded with thousands of marketing messages every day, purpose-driven brands cut through the noise. They stand out. They resonate. They inspire. 📣🔥
So, how do we build these purpose-driven brands in the Web3 era? It starts with empathy - understanding our audience's pains and needs. And it continues with action - authentic and transparent interactions that positively impact our audience's perceptions and behaviours. 🤝🌟
In the Web3 era, we have the tools to do this like never before. We can use blockchain to create transparent transactions. We can use crypto to reward loyal customers. We can use smart contracts to create new types of customer relationships. The possibilities are endless. 🛠️🚀
As we stand on the brink of the Web3 era, let's seize this opportunity. Let's leverage these tools to build purpose-driven brands. Let's create brands that resonate, inspire, and make a difference. Because in the end, that's what it's all about - making a difference, making an impact, and making our mark on the world. 🌍💪
As we continue to explore the ever-evolving landscape of marketing, I encourage you to share this newsletter with your network. Let's spread the knowledge and start conversations that matter. If you agree, please take action. If you have any thoughts or questions about Web3 or any other topic, hit reply—I'd love to hear from you.
Until next time, stay true, stay you!
P.S. If you found this newsletter insightful, why not share it with your network? Let's dive into the world of Web3 together. And remember, the conversation doesn't end here. Hit reply and let's discuss the future of the internet.