The Web3 playbook for brands

Strategic opportunities beyond NFTs

Web3 is a new source of economic value. It’s a marketplace, a new revenue stream, a fuel for business growth and a source of competitive advantage. To explore the full potential of the Web3 economy for brands, here is a Web3 playbook (pictured above and populated with examples below).

The playbook has four quadrants, and two axis. On the horizontal axis, there’s user focus and market focus. On the vertical axis, there’s incremental value-add and transformative value-add. Transformative value does not exist yet in the company. Incremental value add builds upon company’s existing products and services.

Addition. This approach uses Web3 to add value to a brand’s existing business. For example, all recent NFT drops and Fortnite and Roblox brand activations belong in this category (this is the most populated quadrant). Here, Web3 is just another marketing and brand comms channel, but it has a potential to become a new revenue stream if it moves in any of the other three quadrants.

References: Fortnite x Balenciaga, GUCCI Aria, Burberry, Karl Lagerfeld NFT, Nikeland, Adidas x BAYC, D&G NFT, Balmain x Barbie