We’re seeing it in the marketing folks lurking in Discord servers, we’re seeing it in Gen Z aping into meme coins, we’re seeing it in beer companies launching NFTs and buying .eth addresses. Brands are starting to think about Web3, not only in the surface-level ways described above, but also in ways that are far more meaningful, regardless of whether they fully understand it yet or not.

This thinking is already buzzing throughout social communities like Friends with Benefits, Bored Ape Yacht Club, CryptoPunks and Nouns DAO, communities that are driving the concept of ‘brand’ as something more fluid, valuing authenticity over control and consistency. By their very nature, these brands are permissionless.

We’re seeing it in the marketing folks lurking in Discord servers, we’re seeing it in Gen Z aping into meme coins, we’re seeing it in beer companies launching NFTs and buying .eth addresses. Brands are starting to think about Web3, not only in the surface-level ways described above, but also in ways that are far more meaningful, regardless of whether they fully understand it yet or not.

This thinking is already buzzing throughout social communities like Friends with Benefits, Bored Ape Yacht Club, CryptoPunks and Nouns DAO, communities that are driving the concept of ‘brand’ as something more fluid, valuing authenticity over control and consistency. By their very nature, these brands are permissionless.