In the evolving world of Web3, we often confuse price with value. This confusion stems from seeing a brand’s token price as the main indicator of its strength. However, the true value of a brand is far more nuanced, it is much more complex.
However, if traditional brands have successfully navigated this challenge, why can’t we achieve the same in Web3?
A former university professor, who later became my boss, posed a thought-provoking question in class: If Coca-Cola were to sell all its physical assets, how much would it cost to purchase the brand itself? If we strip away everything—products, factories, warehouses, employees, trucks, and machinery—the answer remains that the brand would still hold billions in value. This intangible essence, which goes beyond any physical asset, represents the true value of a brand.
Today, we can ascertain the brand value of many multinationals thanks to Interbrand and its Best Global Brands ranking, which is updated annually and uses proprietary data tools and methodology to enable the audience to track their standing and growth. This methodology provides a reliable benchmark for understanding the value of traditional brands.
But what about Brand3? These are the brands within the Web3 ecosystem, whose primary indicators are token prices and community size or engagement levels. Beyond this, effectiveness often diminishes. That's why we have been focusing on consolidating these emerging brands in one place and attempting to assign them an approximate value, accessible to everyone. A reliable methodology with open tools for everyone that belongs to everyone.
Initially, driven by the need to create a benchmark for analysis, I developed a Brand3 database in Notion that included all the emerging brands from various strategic projects. To assign a value to each brand, I used a scale ranging from 2.0 to 3.0. This was the only way I found to get started, but the subjective nature of the assessment made it almost unusable and unscalable. I conducted this work in relation to my branding projects and as part of primary research.
As I delved deeper into the Farcaster Landscape, my perspective evolved once again. I realized that a new wave of decentralized brands was emerging, prompting me to create a map to categorize them by sector and company type. Initially, this process was straightforward, and we even marked this milestone with a commemorative NFT. Growth was steady and manageable according to the existing volume.
Now, we find ourselves in a different phase—a moment of expansion where new projects and brands are emerging daily. This is exhilarating, but it also leads us to overlook projects from just two weeks prior, risking their fading into obscurity and even uninstalling the PWA that we were previously engaged with.
These are some of the key reasons why we are building BRND. At FLOC*, our main goal is to continue experimenting and learning through strategic design while providing solutions to the problems we encounter and sharing them with the community. We found the opportunity to put all of this into practice by attending FarCon 2024 in Venice Beach, where we identified this need and focused our energies on developing a native Farcaster application. After several brainstorming sessions, we concluded that the app should revolve around Brand3 and the Farcaster Landscape.
Some features we are building into BRND include: - Discovery of new projects on Farcaster. - An organized repository of brands categorized by relevance and data.
A scoring system for sufficiently decentralized brand value (leaderboards).
Weekly, monthly, and seasonal rankings generated through user votes (to be determined).
A gamification system rewarding participating users.
Creation of the Farcaster Landscape and collectible features (coming soon).
Through this system, we aim to promote and reward the value of brands present in Farcaster by leveraging user evaluations in a gamified environment. By actively engaging the users and valuing their opinions, we create a community-driven platform that prioritizes feedback and collaboration while making the experience enjoyable and interactive. The resulting data will provide insights into the evolution of each project over time—a historical record and graphs based on intangibles, brand culture, narrative, and communication from both founders and project philosophies.
If you’re interested in this initiative, you can now try our alpha version of BRND. We would greatly appreciate your feedback on any errors or improvements as we continue to refine this digital product. Additionally, if you want to stay informed about all the latest from Farcaster brands, send us a private message, and we will add you to a private group with some of the best builders in the ecosystem, where we share the latest updates on these Brand3 initiatives.
Finally, follow our channel /brnd for updates and official information regarding the launch of the next season.
In the ever-evolving landscape of branding, understanding the true worth of a brand goes beyond mere financial metrics. As highlighted in the Forbes article, a brand's value encompasses its reputation, customer loyalty, and emotional connection with consumers. This intrinsic worth often plays a crucial role in driving a company’s long-term success, influencing everything from market positioning to consumer perception. As businesses navigate this complex terrain, recognizing the multifaceted nature of brand value becomes essential for strategic decision-making and sustainable growth.
Plurality philosophy in an incredibly oversized nutshell
In the evolving landscape of Web3, the concepts of identity and community are becoming increasingly intertwined, shaping the way we perceive and interact with the digital world. Vitalik Buterin's exploration of plural identities highlights the significance of individual and collective experiences in defining our relationships within these spaces. While he may not explicitly mention brands, his insights on how identities intersect with social and cultural dynamics can inform our understanding of how brands operate in this new environment.
In the article "Simplicity," the author emphasizes the profound impact of simplicity in design and communication. The key argument is that simplicity is not merely a stylistic choice but a vital principle that enhances clarity and understanding. The article explores how overly complex designs can alienate users and obscure messages, while simplicity invites engagement and fosters a deeper connection.
“We are creating a world that all may enter without privilege or prejudice accorded by race, economic power, military force, or station of birth.”
John Perry Barlow
BRND — "Brand Ranking Nomination Database"
BRND enables users to explore and rank various identities within a dynamic environment. This database not only compiles information about emerging brands but also encourages active community participation through voting and scoring.
The first $MILE collaboration is about to bring a new smile to everyone's face! 🙂
Smiling is worth it and after the Rounds 2 version of $MILE we have a new NFT to continue sharing moments of happiness with the community.
https://zora.co/collect/base:0xf37191f32a428b270b8910525c9bc3c5e6c22429/2Written and designed by @esdotge with the support of @victoctero
S·G
Think of $BRND as the brand value behind onchain projects…
excited to see what you’re cooking homie 👀
It's amazing that such a huge project is underway in this small app. 🤩
It's a betr $BRND
$BRND LFG
Exciting
Looks good
Would love to earn some $BRND ! What I gotta do to earn it?
@brnd on /brand3 https://paragraph.com/@brand3/brnd
Hai
Excited to see this
I curated an index of tokens on @kaloh’s @indexy app last week called “Project Coin Summer”, and it had a pretty good day today. 👀
The index includes tokens that were launched by farcaster builders on @base.base.eth to help bootstrap apps and communities: @jacek’s degen @dish and co’s Clanker @deployer’s Bankr @derek’s @nativefun @apex777.eth’s veildotcash @jake’s QR @noiceapp from Div, Tk, srijan Bracky from @tldr $launcher from @kompreni’s farstore Checkr from Tomu, @betrmint from me and Netnose Atlas from @jrf and a few more I will do a thread soon explaining why I’m uber-bullish on all of these and why I think Project Coin Summer is upon us!
i'm trying the same with the smaller farcaster marketcaps and they not to bad
good list, could be a little BETR ;)
Love you got $degen in there
The OG project coin is it not
$lemon3 qualifies i believe
Wen $BRND? /brnd brnd.land
Tell me more about it please
About BRND mini app https://farcaster.xyz/esdotge/0xfaf9eac2
/brnd from 2024… https://paragraph.com/@brand3/brnd
Cool thanks for sharing I'm going to follow this index for sure , some new coins I don't know on that list 🙏🙏🙏
Why BRND miniapp? — In the crypto ecosystem, a brand’s true value goes far beyond token price or community size. We created @brnd so anyone can discover, evaluate, and connect with native farcaster brands in an open, transparent, and collective way. Our mission is to redefine how brand value is measured and understood in the decentralized era, putting the power of evaluation into the hands of the community… brnd.land
How does it work? — BRND miniapp is a consumer app that lets users explore projects, vote for their favorite brands, and participate in dynamic rankings—all directly within farcaster. The app is built on blockchain technologies, ensuring transparency and resistance to manipulation. The code is open source, and the system evolves with community participation, constantly integrating feedback and new ideas…
What do we offer? — • A living repository of Farcaster-native brands and projects, categorized and scored by the community. • Rankings and leaderboards to discover the most relevant and valuable brands. • A gamified voting and rewards system using the $BRND token, soon to be migrated to smart contracts for greater transparency and trust. • A dedicated space for onchain brands to connect with real people, building reputation and community from the ground up. Profile: @brnd Channel: /brnd Token: $BRND Created by: @floc brnd.land https://paragraph.com/@brand3/brnd
Happy to see
Is there a chance you would do like a spotlight on a specific brand where the brand can sponsor or bid for it and thus allows users to see the brand and also try it out?
@ozengk.eth just staked $impact on @esdotge's cast. Support @ozengk.eth's nominees by subscribing to auto-fund their curation. Opt out of /impact nominations in frame
BRND: The pulse of @farcaster brands — At @floc*, we believe in the power of community-driven insights. That’s why we’re creating /brnd. Where users vote and rank the brands that matter most to them on Farcaster. Together, we’ll build a dynamic, real-time measure of brand value. BRND is a WPA for now, but your support could unlock rewards for our most engaged users and turn BRND into a game-changing mini app for Farcaster. What’s the one feature you wish BRND had? Let us know below and join the conversation! #farcasterrpgfspring2025 brnd.land
Floc is always on brnd 🔥
160 $DEGEN
LFG!!!
Let's go!!
🎩
floc is always on and always filming the best moments irl too 🤝
Thanks my friend!!! 🫶
Voting is on nice 👍🙂 smile
Thanks!!!
Appreciate the floc teams work to propagate Farcaster values on Farcaster, at irl events, and around the world. 💕
70 $DEGEN
Such a cool idea. I'm in. Could you share a few examples to help me get a feel for it?
Here we explain where the idea came from and the reasons for this ranking and brand ratings… https://paragraph.com/@brand3/brnd
I tried to log in a few times but kept getting an error
Let's Fucking GROW 🔥
Loving it dude!!
69 $DEGEN
69 $DEGEN
Builders drive ecosystems. If there were an incubation, grants, or investment arm focused on Farcaster-native projects, what’s one thing you’d love to see get backed and why? In other words, what’s one Farcaster-native project you think deserves more visibility, funding, or support (what type of support) — and why?
I would love to see some grants for artists, because they are living on the their dreams, moving by passion from the heart and creating not just “quality content”, but art. I can help with curation, if you will be interested to start doing something like this. For me photography is not just art, it’s my life. And I already long time want to help people to live from their art, to make talents more visible and be able to create without scaring to not sell anything in the months.
We are building /brnd as a voting platform for Farcaster native brands. We have collected the most relevant projects and the community can create podiums to choose their favorites. The project is all about highlighting long term projects and rewarding users. Right now we are in bootstrapping mode and we need at least some capital to maintain it and keep evolving with the ideas we have in mind. Like creating incentive systems, collectibles and brandscapes. Try it in brnd.land
Here you can find more context and information about the project. And if you don't find it interesting at least try it because you will discover more than 200 native Farcaster brands… https://paragraph.xyz/@brand3/brnd
👀🔥will check!
While I’m a little worn out on writing grants myself, I definitely think a proper grant program could be very useful to get people building here. Small grants. Mainly used as discovery for a larger incubator to really enable the quality builders the space to grow.
Not a bad idea!
That said my own Grant searches to fund a project building on farcaster has involved me also justifying Farcaster within the grant. Makes it a little bit harder.
Imma bit partial to /farcastle Being able to vote and share a treasury in the feed gives channels superpowers. We need funding first and visibility soon
I hope you like my tool 🚨•How @botanalysis works exactly (Example): @botanalysis show me data of clanker 🚨•This bot will help you to know in dm : Token: Price (USD): 24h% Change: Market Cap (FDV): Liquidity: Estimated Tx Fees: Dex Version: The bot will reply to the DM with the token information.ℹ️
👀👀
This week, I built ~better said, rebuilt~ this new article for /brand3 with @esdotge about /brnd https://paragraph.xyz/@brand3/brnd?referrer=0x1234567890
great
I've just created my /brnd podium: 🥇UFO - @ufofm.eth 🛸 🥈Nouns - /nouns ⌐◨-◨ 🥉Nounspace - /nounspace ⌐◨-◨
thanks @victoctero! idk what this means yet, but i assume it's good and will dive in now
Welcome @nounspacetom! I saw you already created your first podium 🙌 Today, @esdotge published an article about /brnd in which we explain more details about the idea behind it and its context 😊 Have a look! https://paragraph.xyz/@brand3/brnd?referrer=0x1234567890