How Brands Are Experimenting with Web3


Web3 is set up as a “winners-share-all” model, where products, services, markets, and exchanges are built together, governed together, and benefit together. Brands are increasingly dipping their toes into this world to learn how to connect with customers and create value via non-fungible tokens (NFTs), distributed ownership platforms, and blockchain. This article presents three approaches for doing so — virtual products, hybrid products, and distributed ownership — and explores the benefits and pitfalls of each.





Credit byHarvard Business Review

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