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Trial, error and observing what succeeds and fails will help brands figure out what works for them.
The true impact on NFTs will unfold gradually, so there's room to figure the space out. Your eventual audience will be your existing and future customers.
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The immediate NFT mindset will centre around digital collectables. It is important to engineer the right tradeoffs between availability and exclusivity when creating an NFT collection. However, making your NFT collection too abundant can seem that it has low value.
Most brands don't want to remain in the business of creating and selling digital art. Connecting your NFT collection to your brand identity is essential.
You can start to strengthen NFT connections with your products or services. Give away a physical product tied to a digit...
Companies in the media business can use NFTs to create a new class of media assets. For example, NBA's TopShot shows this kind of product line expansion. Likewise, apparel companies can envision digital versions of their physical clothing and accessories. For example, Ralph Laure...
While mass-market players and luxury brands are launching NFT collections, many consumers still try to understand the 2021 NFT world of Bored Apes and CryptoPunks. The usability of blockchain technology is still in its infancy and not consumer-friendly.
However, NFTs are not a passi...
NFTs seem intertwined with digital collectables. Many brands' first step into the NFT waters is to launch their own collections.
But a first step isn't a strategy. In the dot-com era, successful brands didn't stop after buying a domain name and posting a website. Similarly,...
It took some time for established companies to figure out how to use Web1 to make meaningful connections between the Internet channel and their existing businesses. Walmart only started to actively sell online in 2000, six years after Amazon's founding.
Web3 is developing more slowl...
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