Killer decentralized branding in the Metaverse & NFT space

Content:

**· Web3 behind the scenes [\#Blockchain](https://www.linkedin.com/feed/hashtag/blockchain)**

**· What does it mean for a brand to enter the Metaverse & NFT space?**

**· Why should you care about the Metaverse?**

**Web3 behind the scenes**

Before we tap into the Metaverse & NFTs space let’s talk about Web3. Web3 is often translated as the next iteration of the Internet. This makes more sense if we understand the philosophy behind Web1 and Web2.

Shortly & briefly Web1 was about to read (Centralized/Google), Web2 read & write (Centralized/Facebook), and Web3 is all about read, write & own (Decentralized).

For more insights go here:

* [Big Picture Thinking: Web3… 2… 1](https://mirror.xyz/0x5C7Bb410a8C427B6Ff93bbedf34FbfC9cB9657e0/gZYRNLpnV8b25r-AiyXAN6MfSs-RHr0APZb7oW7BtEc)

* [My take on Web5](https://mirror.xyz/0x5C7Bb410a8C427B6Ff93bbedf34FbfC9cB9657e0/c4ShiT9q6zqfnFbE7zqOEdaIvZuodfckLQ-WUIUkDX4)

True digital ownership in the decentralized ecosystem is possible via blockchain technology. Blockchain (= blocks of data) is a decentralized, distributed ledger that is used to record transactions & track assets in a network/across many computers. Assets can be tangible (e.g. cash) or nontangible (e.g. patents). Everything on the blockchain is transparent, permanently saved & secure.

Now it is important to distinguish between centralized (e.g. Meta, Roblox, Fortnite) & decentralized (e.g. Decentraland, The Sandbox) versions of the Metaverse. There is no definition of the Metaverse that fulfills all expectations or executions (big players have their definitions attached to the technology that they own).

For more insights about what the Metaverse really is go here:

[https://mirror.xyz/0x5C7Bb410a8C427B6Ff93bbedf34FbfC9cB9657e0/XU2xh7sNJF0zlhVqJjKIVe65NQPXvzDwx5isZmqapH8](https://mirror.xyz/0x5C7Bb410a8C427B6Ff93bbedf34FbfC9cB9657e0/XU2xh7sNJF0zlhVqJjKIVe65NQPXvzDwx5isZmqapH8)

In truth, the version of the metaverse via “M” that we like to talk about is still on the conceptual level. However, it is totally fine because we have the time to not only focus on building a healthy version of the Metaverse but also take a shift in consciousness in our behaviors on a global scale. With great technology comes great responsibility. In the Metaverse, we deal with old (Web2) & new (Web3) challenges.

**What does it mean for a brand to enter the Metaverse & NFT space?**

When I think about the Metaverse in the long term I am strongly connected to decentralized versions & philosophy of the ‘Web3’ that is e.g. an expression of ‘true digital ownership’, transparency, trust, digital economy, and digital assets in the form of NFTs.

Explore more:

[https://mirror.xyz/0x5C7Bb410a8C427B6Ff93bbedf34FbfC9cB9657e0/i6rSXNNFzq0cRIONVqd5eBo4qpmrOF6C4mtAaDPpd0w](https://mirror.xyz/0x5C7Bb410a8C427B6Ff93bbedf34FbfC9cB9657e0/i6rSXNNFzq0cRIONVqd5eBo4qpmrOF6C4mtAaDPpd0w)

It is exciting because we can tokenize almost everything (physical, digital, and all in between aka phygital). This is also a new way of creating wealth for all mankind. Web2 system is broken and now we set the foundation for the Web3 economy.

How we can do this is connected to the themes like (1) releasing the power of control (less or more: e.g. Nike/RTFKT/CloneX, Yuga Labs/BAYC, Proof/Moonbirds), (2) community building (Discord, Twitter, DAO), (3) giving space for creation & co-creation (via IP rights & beyond), (4) decentralization (NFTs, the Metaverse).

Web3 native brands understand the values & all the tools of the Web3 space, and they use them in a new creative way to give back to the Web3 ecosystem. The new era is here. We dance on the blockchain. Your moves define how big or small you play & this is connected to the question of what kind of risk you can take or you dare to take.

It also depends on your vision & long-term strategy. In other words, how do you want to build in Web3? What is your Why? Nike’s/RTFKT’s example is mature & advance in skillset. Shows us not o

My take on WEB5. 

There is a lot of buzz around Jack Dorsey, the Twitter founder ‘WEB5’ concept.

Should we care about that? In my opinion ‘Yes’.

Let’s zoom in.

His major arguments against currently web3 solutions are:

(1) ‘Web3’ is not fully decentralized or owned by its users. It is controlled by VCs.

(2) We still need to use ‘Web2’ platforms / ‘third-party’ that collect our data (OpenSea, Coinbase, etc.).

So, the question about who ‘owns and controls it is still valid (!)

What Jack is trying to do is fulfill one of the original promises of the Blockchain and truly decentralized space by using fully decentralized apps and protocols.

This model is based on BTC returning ‘true digital ownership’ and ‘control over identity and data’. These use cases will be supported by wallets, decentralized web nodes (DWNS), and decentralized web apps (DWAS).

He calls this ‘WEB5’.

I really appreciate his concept and solutions.

However, let’s zoom out.

What Jack is trying to do is ‘fulfill the gap’, and deliver solutions according to ‘web3’ mission, vision & philosophy.

That’s why I don’t really resonate with calling this ‘Web5’.

In my opinion, this is more of a connection to marketing and positioning (in the minds) than real usability and shift in consciousness that makes for a game change.

We all know who is first on the moon… and in this case in Web5 :)

![](https://miro.medium.com/max/1400/1\*klNQYyzrB5TwiCuumLI7ng.png)

[collect://](collect://)



Big Picture Thinking: Web3… 2… 1 

**Big Deal**

We are currently living in the era of a global technological movement that is referred to transition from Web2 to Web3, immersive Internet (3D). This is a completely new story. A bit like the difference between Instagram (2D) and VR (3D). Can you feel it?

This change has touched global brands (Gucci, Balenciaga, Nike), technology giants (Amazon, Apple, Facebook), celebrities (Paris Hilton), musicians (Snoop Dogg, Rihanna), fans, artists, collectors of NFT, blockchain technology, and cryptocurrency enthusiasts all over the world.

This movement has attracted the brightest minds. Web3 is a mindset. Here, the community comes first, true digital ownership is what counts, thanks to blockchain technology, and the creator’s economy reigns supreme.

**What is worth knowing about?**

The web3 movement and decentralized system based on blockchain technology were created in opposition to the fossilized system based on the monopoly of power and resources of technological giants such as Google, Amazon, Facebook / Meta, and Apple, who currently control the market in various respects, e.g. economic, advertising or access and flow of (sensitive) data, and much more. Just as Bitcoin was created in opposition to the banking system, so was Ethereum to the software of technological giants.

**Why is it interesting?**

Thanks to this new technology, we can go beyond the “rich get richer” circle and, based on new foundations and values, create a new world order for future generations. This is where we are now and it is really exciting!

**How is web2 different from web3?**

Web2 is the Internet (2D) that allows us to communicate freely on well-known social media such as Facebook, Instagram, and YouTube. Thanks to that we can communicate with people around the world in a very simple way, create content and share it with others. However, this was not always the case…

Before the web2 era, in which social media, influencers, and profiles of famous brands reign, we could use the Internet in a rather ascetic form, i.e. using an e-mail box and a search engine. It was actually all the communication in web1. Funny? To a certain degree.

Therefore, we can see that we have experienced a profound change in technology and the web1 approach to web2, which has significantly translated into the way we communicate, run a business, or the lifestyle itself.

We are currently experiencing another leap in innovative solutions and it is only up to our creativity what we do with it. Web3 offers great opportunities for creating an engaged community and projects that can change our world in every way.

**What do I mean?**

Imagine if your NFT (digital asset) allows you to profit from owning it, because you bought it for $ 200 and now it is worth $ 1.5M + (passive income) while supporting a third-party independent artist, whose children, using new technologies (AR/Snap) to create content and share it on social media, thanks to which the project is still gaining popularity, and its community is growing, which allows for help on a larger scale (…)

This is just one example of how we can use NFT to change the world, economy, and awareness of where we are and where we are going in this global movement.

In the virtual world, nothing limits us (apart from the technology itself), so everything we think about is possible.

[collect://](collect://)



How to enter the Metaverse as a brand & win?

As a successful innovator, creative mind, strategist, and philosopher I will guide you shortly & briefly on how to win as a brand in long term. In other words, I will present what is good to keep in mind as a strategic & content creator.

A successful strategy in a metaverse is the power of translating Web2 strategy into Web3 experience with a strong shift in the consciousness of what Web3 is & means. [For more insights go here.](https://mirror.xyz/0x5C7Bb410a8C427B6Ff93bbedf34FbfC9cB9657e0/XU2xh7sNJF0zlhVqJjKIVe65NQPXvzDwx5isZmqapH8)

Successful experience in a metaverse (Web3) is based on different values than ordinary business strategy (Web2).

Big brands need to understand Web3 values & let go of control. By controlling they build ‘fake worlds’ instead ‘virtual worlds’, based on true digital ownership and a decentralized economy.

In my opinion, it’s time to play big and interact with fans like influencers do, not like an ‘old-school’ brand telling you what you need to buy in a way that represents a ‘fake reality. I called this ‘Web2 mindset’ in ‘Web3 experience’.

Web3 is an immersive experience (3D), Web2 works more like a bridge between online & offline communication with the brand (2D).

It’s a whole new story like the difference between Instagram (2D) and VR (3D). Can you feel it? The whole new perspective & process of creation is based on curiosity and untapped territory.

But it doesn’t mean that you can’t create a live experience in the metaverse by selling products (!). It’s more about how to do this & win in eyes of your community.

Web3 is a mindset. Community FIRST. True ownership via blockchain technology. Creators economy.

In long term ‘fake worlds’ controlled by big brands are not what the Web3 community wishes to experience or choose. Because they represent different values.

At this point maybe it does not play a huge role, because we all still learn what to do & how. However, it will be crucial when the metaverse became an adult.

The people will recognize it as they recognize authenticity in Web2 brand communication.

So, a long-term strategy needs to be built on a solid foundation like true digital ownership.

I believe that brands that understand it, win first in the long run on this evolutionary journey and became true pioneers & ‘Digi-Sapiens’ influencers.

In Web3 mindset is the King. 

[collect://](collect://)



The Metaverse isn’t a utopian vision. It’s a Reality+ experience. 

There is a great discourse around the globe about what the metaverse really is. We can walk many paths because we are at the beginning of the journey to create a new world order that will shape our entire reality & future generations. It’s an exciting time to be here on earth!

For many Digi-Sapiens fascinations of virtual worlds have been known for decades.

The first time the term ‘metaverse’ was used by Neal Stephenson in his 1992 novel Snow Crash as a mirror of behaviors in online communities.

Ready Player One, directed by Steven Spielberg is an excellent example of what we don’t want to experience as a collective of metaverse enthusiasts. In this example, the metaverse is ruled by the corporation system.

Many see a metaverse experience similar to gaming probably by the hype of such digital platforms like Fortnight, Roblox, or Zepeto. However, this experience does not define the metaverse.

**There are many LAYERS to understand what METAVERSE really IS.**

\#1 We are living in a technological movement from the Web2 to WEB3, where the Internet became IMMERSIVE EXPERIENCE (3D). Thanks to VR technology we plug into the ecosystem / digital platform. This experience will become easier with the growth of new technological solutions.

\#2 Metaverse is strongly connected to the feeling of presence which can be experienced by different people around the world (family, friends, coworkers, fans, customers) and their activities (work, education, events, lifestyle, and many more).

\#3 Metaverse is powered by the people where true digital OWNERSHIP & COMMUNITY RULES; PLAYFULNESS & FUN BECAME FIRST.

\#4 Metaverse topics include AI, NFTS, BLOCKCHAIN, CRYPTOCURRENCY, DIGITAL FASHION, AVATARS, DIGITAL IDENTITY, VOLUMETRIC, HAPTIC, 5G, DECENTRALIZATION, VR/AR, INTEROPERABILITY, VARIABLES (...)

\#5 Is the one METAVERSE or are a metaverses? The first has no definition (yet). The second we can explore to some point by gaming (Roblox, Sandbox, Fortnite), fashion (Balenciaga, Nike, Gucci), and the music industry (Snoop Dogg).

\#6 Metaverse has immense untapped possibilities for all… brands, industries, people, and artists.

\#7 Metaverse is a mindset. Web2 mindset is not able to create a Web3 experience.

\#8 The metaverse is not a single virtual world is a system of immersive virtual worlds (Decentraland, Horizon Worlds).

**Is the future in virtual reality the real world?**

I believe it became an integral part of real-world experience, REALITY+. Where people hang out, socialize, and explore their potential (education, work, art) in a decentralized ecosystem based on true ownership, community engagement & having fun by making digital assets with great ease and support of cryptocurrencies, NFTs, and blockchain.

This future world exists now to some extent and soon will become mainstream.

There are many giants in the tech industry: Microsoft, Apple, Meta, Amazon, luxury fashion: Balmain, Gucci, Burberry, Louis Vuitton, Dolce & Gabbana, Adidas, Nike & global & lifestyle brands, gaming industry, startups, and many more, working behind the scenes to deliver the best next step into the metaverse. Are you ready?

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