Brands in Web3: A Complete Reset
Web3 isn’t just a new version of the internet. It’s a fundamental shift, a rebellion.
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 is 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 all that. 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 must 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 have moved from passive consumers to 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 service or 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. It’s a shift from broadcasting to co-creating, where people help shape what they’re part of.
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 are active partners in its evolution. MakerDAO operates on the same principle, co-creation over control. Its community shapes the system through on-chain votes, deciding everything from stability fees to collateral types. By embedding transparency and shared ownership, MakerDAO has built a financial platform where users are true collaborators.
The brands that last will be the ones that offer real value. 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. Revolut seems to get that. Beyond letting users buy, hold, and stake over 100 crypto assets, they’re exploring NFT-based access passes and tokenized loyalty, signaling a move from speculation to utility and making the tech matter. Spotify is also experimenting with this shift, using tokens to unlock exclusive experiences. They’ve piloted token-enabled playlists that let NFT holders access curated content just by linking a wallet. It’s an early glimpse at how Web3 could reshape media access, next up: tokenized albums and NFT-based concert tickets that cut out scalpers and middlemen. Visa, meanwhile, is taking that same principle of tokenized access and applying it to brand loyalty. Instead of earning generic points, customers can be rewarded with on-chain tokens for purchases or social engagement. It’s a new kind of perk system, one that you can use, trade, and take with you across platforms.
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 it, and in Web3, they have no patience for it. 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 brands must back up trust and authenticity.
Coca-Cola is already applying this in a meaningful way. It’s using blockchain to expose unethical labour practices through DiginexLUMEN, a tool that helps track working conditions and flag potential human rights violations in real time. Forced labour 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, turning blockchain into a driver of 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, and the brands embracing the shift are building the future.
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