Brands in Web3: A Complete Reset
Let’s talk about Web3. Not the overhyped, crypto-bro stuff, but the real thing. If you’ve been paying attention, you know something big is happening. And if you haven’t? Well, don’t be surprised when you wake up one day still working on “digital-transformation” while the rest of the world has already moved on.
Web3 isn’t just a new version of the internet. It’s a fundamental shift, a rebellion. The old Web2 giants (Meta, Google, Amazon) built their empires by hoarding user data and controlling the flow of digital life. But they’re coming to terms with the new reality. Web3 is about decentralization, ownership, and putting power back where it belongs: with the people. Sounds idealistic? Maybe. But if you think you can ignore it, staying relevant will only get harder as Web3 goes mainstream. Millions of users have already onboarded via memecoins, not because they fully understood the technology, but because they related to them. Adoption isn’t slowing down. It’s only picking up speed.
There is a power shift. In Web2, brands had no choice but to play by big tech’s rules. Want to reach your audience? Pay up. Want access to your own customer data? Too bad, Google owns that. And let’s not even start on the algorithm games. Web3 flips the script. Built on blockchain, it removes the middlemen. Users own their data. Communities have power. Brands can’t just blast ads and hope for engagement anymore. They have to actually show up, build relationships, and be worth people’s time.
And that’s where things get interesting. Because brands that treat Web3 like another marketing gimmick will fail. Slapping an NFT on a campaign isn’t a strategy. That’s like posting a tweet in 2010 and thinking you had a social media presence. Didn’t work then, won’t work now. Winning in Web3 means going deeper, understanding that people aren’t passive consumers, they’re active participants.
Web3 isn’t just a new version of the internet. It’s a fundamental shift, a rebellion.
The brands that get it will build communities where people don’t just buy into a product, they buy into a shared vision. Tokenization is making this real. It gives users an actual say in decisions, turning engagement into participation and ownership. This isn’t about pushing a message out, it’s about building something together.
L’Oréal, with its NYX Professional Makeup brand, understood this early on. It launched a DAO to support 3D creators in the beauty space, positioning itself as a platform for artistry rather than just another beauty brand. The NYX DAO, described as the first decentralized record label for creators in Web3, isn’t about selling more product, it’s about giving creators a stake in the brand’s culture. Nike’s .SWOOSH platform uses Web3 to foster co-creation and digital ownership by inviting users to shape the brand’s future. By embracing Web3’s decentralized ethos, it’s cultivating a community that’s invested (literally and emotionally) in its next chapter. Instead of treating Web3 as a flashy add-on, Nike is integrating it into its core strategy, ensuring users aren’t just consumers but collaborators.
The brands that last will be the ones that offer real value, not just hype. NFTs, for example, aren’t just collectibles. At least, the smart ones aren’t. They can be membership passes, access tokens, proof of ownership, something useful. Gucci gets it. Its NFTs aren’t just digital flexes, they grant access to virtual runway shows and authenticate luxury products, merging exclusivity with real-world utility.
Spotify is also experimenting with this shift. It has piloted token-enabled playlists, allowing NFT holders to unlock exclusive curated content by linking their crypto wallets. Next, entire albums being tokenized or concert tickets sold as NFTs, cutting out scalpers and middlemen. Visa is taking a different route, offering a Web3-powered loyalty program for brands using its rewards system. Instead of just earning points, customers can now be rewarded with tokens for purchases and social media engagement. This isn’t just about perks. It’s about making loyalty more interactive, tradable, and valuable.
The difference between a brand that understands this and one that doesn’t is the difference between creating long-term loyalty and chasing the next short-lived trend. People can see through the cash grabs, and in Web3, they have no patience for them. And speaking of visibility, blockchain doesn’t just enable transparency. It demands it. Every transaction, every promise, every decision is out in the open. That means authenticity and trust aren’t just marketing buzzwords anymore. You can’t just say it, you have to prove it.
Coca-Cola is already applying this in a meaningful way. It’s using blockchain to expose unethical labor practices through DiginexLUMEN, a tool that helps track working conditions and flag potential human rights violations in real time. Forced labor is a massive problem buried deep in global supply chains. By putting this data on an unchangeable ledger, Coca-Cola is holding suppliers accountable in ways that were impossible before. This is blockchain not as a buzzword, but as a tool for real-world impact.
Web3 is forcing brands to think beyond transactions.
It isn’t just about selling products. Web3 is forcing brands to think beyond transactions. In Web2, the model was simple: sell, profit, repeat. But now, it’s about long-term relationships. It’s about rewarding participation, giving users a stake in what they’re building, and creating value that extends beyond a single purchase. The brands that embrace this shift will build lasting fans.
And it’s all happening fast. Faster than Web2 ever did. Still on the fence about Web3? Wondering if it’s just a trend? The brands moving now are setting the stage for what’s next. You don’t want to be the one playing catch-up. Just ask Blockbuster what happens when you dismiss a digital shift as hype. This isn’t a tech upgrade. It’s a reset. The brands embracing this shift are shaping the future. The question is – where does yours stand?
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