Video shot at the CMO Club Innovation Forum in West Hollywood, CA.
If you were given a choice between being a consumer or a stakeholder of your favorite brand…which would you choose?
This is an important consideration for brands in the next web.
Often, brands and businesses often think transactionally.
Since the pandemic, digital transformation has led to the digitization of many touchpoints in the customer journey.
But if you think about it, digitizing the analog process to some extent to catch up and provide the touchpoints that consumers expect.
That’s not innovation, that’s iteration. Innovation is creating new value: even before we get to Web3, we have to think about value.
What do changing consumers value? Consumers don’t know what’s valuable, so we can deliver value to them and they’ll like it when they see it?
It’s really about the experience, Web3 is not just about this evolution of tokens or NFTs or the metaverse, each of these decentralized platforms provides the ability to create immersive, hybrid, IRL/online experiences.
Imagine an internet where you take your wallet to different open networks, where you are immersed in your digital assets and the world you travel seamlessly as an individual.
Brands have to grab you, which means they can’t just think transactionally, they have to think experientially. Aside from brand design, this shifts in two areas that are important to brands.
We have to think about relational design as well as experience design in a decentralized world.
Those experiences can only be imagined, and we cannot take what was once there into a whole new world.
That’s why I’m excited about the future.
