Building Better Brands | We want to rethink brand building in the web3 ecosystem | Brand 3.0
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Brand3#16 — Building Brand Belief
Building Better Brands | We want to rethink brand building in the web3 ecosystem | Brand 3.0
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Every day, people signal what they care about.
They rank brands in conversations. They choose favorites. They defend identities. They shape culture in public. But all of that value — opinions, rankings, and collective taste — disappears as fast as it appears. Likes fade. Posts scroll away. Cultural belief never becomes capital.
BRND exists to change that.
BRND is an onchain social platform that transforms brand rankings into measurable, ownable, and economically relevant assets.
Here, taste becomes tangible. Influence becomes measurable. Cultural belief generates value. In other words, BRND turns taste into tokens and reputation into infrastructure, shaping a new kind of market around it.
In BRND, culture doesn’t vanish. It compounds.
Brands live on perception.
Individuals and communities shape that perception every day through gestures, mentions, and choices. Yet the value of those gestures remains trapped:
Engagement metrics do not capture real impact.
Social signals cannot be owned or traded.
Historical taste is forgotten.
Reputation is rarely monetizable.
There is no native system for pricing brand reputation.
And without a market, perception has no currency.
BRND addresses this by introducing a new concept:
The Brand Capital Market (BCM) is a system where culture itself generates economic value.
BRND allows users to rank brands in daily podiums — three brands in order of relevance — and turn those rankings into permanent onchain signals, assets and a market.
Every podium captures a cultural moment, a snapshot of what matters now, and it:
Preserves the exact ranking and brands onchain.
Enables trading inside the BRND ecosystem with predictable appreciation.
Distributes fees automatically among creators and the protocol.
Rewards the creators and loyal users
Through podiums, votes, the $BRND token, and NFTs, BRND transforms opinions into assets, rankings into value, and culture into infrastructure.
The entire system from BRND is the BRND way.
The core interaction in BRND is the podium.
Every day, users select:
First brand
Second brand
Third brand
This simple action transforms personal taste into a structured signal.
Instead of likes or follows, BRND captures:
Order
Priority
Preference
Weight
Each podium becomes an onchain expression of cultural relevance.
Not just what a user likes, but how much they value it.
Rankings stop being noise. They become data.
$BRND is the native currency and voting token of BRND.
It gives economic meaning to rankings and powers:
Leaderboards
Rewards
NFT minting
All financial interactions inside the BRND economy
Every podium uses $BRND as voting weight.
Instead of simply naming brands, users allocate value to them with $BRND.
Tokens can be obtained through daily activity, early airdrops, or acquired directly.
$BRND is a CLANKER token deployed at:
0x41ed0311640a5e489a90940b1c33433501a21b07
The amount of $BRND a user distributes depends on their level of commitment to BRND, reflecting the impact their podium has on total brand value.
The system reinvests protocol fees back into users through daily rewards when they create and share podiums. Claiming these rewards is optional.
Taste now carries balance.
Reputation now carries weight.
Commitment now carries rewards.
Not all influence is equal.
BRND introduces Power Levels (0–8) that define how much impact a user has inside the system.
As users participate, they unlock higher levels that increase:
Amount of $BRND they allocate
Daily rewards for sharing podiums
Points earned on the leaderboard
Users progress through Power Levels by engaging with BRND: following the protocol, staking $BRND, maintaining streaks, and collecting BRND NFTs.
Leaderboards measure influence.
Points earned daily increase rank and visibility, unlocking higher reward multipliers.
Influence becomes progressive, not static.
Once rankings are structured and powered by $BRND, daily signals can become onchain assets. This is where BRND Podium NFTs appear.
A Podium NFT represents a specific combination of three brands in a precise order. It’s a gesture of belief and conviction about which brands matter at a given moment.
Example:
Degen / FLOC* / Base
FLOC* / Degen / Base
Same brands. Different order. Different NFT. Different meaning.
Each unique podium becomes its own asset.
This introduces a memory layer for culture: taste becomes persistent.
Podiums can become NFTs in two ways:
When a user creates and shares a daily podium, BRND system checks whether that exact combination already exists.
If it does not:
The user can mint it for 1,000,000 $BRND
They become the Genesis Creator
They also become the first Owner
Being Genesis means:
Capturing the combination first
Being recorded permanently as its creator
Receiving royalties whenever it is reused
Collected podiums appear in the user profile under Podiums.
Past podiums are not lost signals.
Any podium visible in a user’s profile can be minted later — as long as that combination has not been collected before.
This means:
Historical taste becomes assetized
Early users gain advantage
Old signals gain new value
Culture acquires memory
Past belief can now be owned.
If another user later creates the same podium (same brands, same order), two things happen:
The Genesis Creator receives 10% of the $BRND used to vote that podium, paid automatically from the treasury.
Taste compounds.
The NFT can be bought from its current owner.
Prices grow linearly by +20% per sale.
This is not a bonding curve.
It is kinetic pricing:
next price = last price × 1.20
Predictable appreciation without exponential speculation.
Each sale is split automatically:
90% → Seller (current owner)
5% → Genesis Creator (royalty)
5% → BRND protocol
This guarantees:
Minimum profit for sellers
Permanent royalties for Genesis creators
Protocol sustainability
All enforced onchain.
Each resale yields ~8% minimum profit to the seller.
1.20 × 0.90 = 1.08
Podium NFTs:
Are visible on OpenSea and explorers
Are tradable only inside BRND
Are ERC721 with transfer restrictions
Cannot be flipped externally
Generate fees only through BRND voting
This ensures:
Culture stays inside the system.
Value stays aligned with signal.
Users rank brands → allocate $BRND → generate influence
Podium NFTs capture rankings → enable trading and royalties
$BRND circulates → rewards users, pays creators, funds protocol
Leaderboards track influence → unlock higher levels and rewards
This creates a self-reinforcing loop:
Taste → Signal → Reward → Ownership → Influence → Value
A culture-driven economy, fully onchain.
Reputation becomes measurable
Taste becomes financial
Culture becomes liquid
Influence becomes progressive
NFTs gain real utility
Speculation is constrained
Participation is rewarded
BRND aligns social behavior, cultural expression, and economic incentives in one coherent system.
Brand-native communities
Cultural curators
Web3 users
NFT collectors
Brands seeking transparent reputation signals
Anyone who believes taste has value
Branding has always been about belief.
People choose brands not only for what they sell, but for what they represent: taste, trust, identity, culture.
Until now, that belief lived in soft signals: likes, followers, impressions, vibes.
None of it was verifiable.
None of it was transferable.
None of it had consequence.
The Brand Capital Market (BCM) changes everything.
It turns belief into onchain capital.
Every podium a user creates is more than a ranking. It is a deliberate allocation of $BRND, a vote of confidence, a tangible signal of cultural value.
Reputation now has a ledger. Influence now has measurable weight. The leaderboard is no longer just a chart — it is a capital distribution table, a living, breathing map of belief and trust.
Users are no longer spectators. They are stewards of culture, curators of influence, and architects of value.
Brands are no longer static logos. They become onchain entities, earning position and recognition through sustained conviction.
The BCM is not a mere list. It is the foundation for a new global index of brand value, a verifiable, tradable, and transparent metric for reputation in Web3.
Taste carries weight
Belief carries cost
Reputation carries value
This is just the beginning. The Brand Capital Market is laying the groundwork for the future benchmark in Web3 brand economics, a system that could one day define which brands lead culture, which ideas gain capital, and which influence matters most.
Your podium is your voice. Your ranking is your stake. Your influence is real.
The market is alive. The culture is measurable. The index is taking shape.
Start your BRND journey today: create, rank, claim, and own your influence.
The future of brand value is onchain.
Written by @victoctero and designed by @esdotge
Every day, people signal what they care about.
They rank brands in conversations. They choose favorites. They defend identities. They shape culture in public. But all of that value — opinions, rankings, and collective taste — disappears as fast as it appears. Likes fade. Posts scroll away. Cultural belief never becomes capital.
BRND exists to change that.
BRND is an onchain social platform that transforms brand rankings into measurable, ownable, and economically relevant assets.
Here, taste becomes tangible. Influence becomes measurable. Cultural belief generates value. In other words, BRND turns taste into tokens and reputation into infrastructure, shaping a new kind of market around it.
In BRND, culture doesn’t vanish. It compounds.
Brands live on perception.
Individuals and communities shape that perception every day through gestures, mentions, and choices. Yet the value of those gestures remains trapped:
Engagement metrics do not capture real impact.
Social signals cannot be owned or traded.
Historical taste is forgotten.
Reputation is rarely monetizable.
There is no native system for pricing brand reputation.
And without a market, perception has no currency.
BRND addresses this by introducing a new concept:
The Brand Capital Market (BCM) is a system where culture itself generates economic value.
BRND allows users to rank brands in daily podiums — three brands in order of relevance — and turn those rankings into permanent onchain signals, assets and a market.
Every podium captures a cultural moment, a snapshot of what matters now, and it:
Preserves the exact ranking and brands onchain.
Enables trading inside the BRND ecosystem with predictable appreciation.
Distributes fees automatically among creators and the protocol.
Rewards the creators and loyal users
Through podiums, votes, the $BRND token, and NFTs, BRND transforms opinions into assets, rankings into value, and culture into infrastructure.
The entire system from BRND is the BRND way.
The core interaction in BRND is the podium.
Every day, users select:
First brand
Second brand
Third brand
This simple action transforms personal taste into a structured signal.
Instead of likes or follows, BRND captures:
Order
Priority
Preference
Weight
Each podium becomes an onchain expression of cultural relevance.
Not just what a user likes, but how much they value it.
Rankings stop being noise. They become data.
$BRND is the native currency and voting token of BRND.
It gives economic meaning to rankings and powers:
Leaderboards
Rewards
NFT minting
All financial interactions inside the BRND economy
Every podium uses $BRND as voting weight.
Instead of simply naming brands, users allocate value to them with $BRND.
Tokens can be obtained through daily activity, early airdrops, or acquired directly.
$BRND is a CLANKER token deployed at:
0x41ed0311640a5e489a90940b1c33433501a21b07
The amount of $BRND a user distributes depends on their level of commitment to BRND, reflecting the impact their podium has on total brand value.
The system reinvests protocol fees back into users through daily rewards when they create and share podiums. Claiming these rewards is optional.
Taste now carries balance.
Reputation now carries weight.
Commitment now carries rewards.
Not all influence is equal.
BRND introduces Power Levels (0–8) that define how much impact a user has inside the system.
As users participate, they unlock higher levels that increase:
Amount of $BRND they allocate
Daily rewards for sharing podiums
Points earned on the leaderboard
Users progress through Power Levels by engaging with BRND: following the protocol, staking $BRND, maintaining streaks, and collecting BRND NFTs.
Leaderboards measure influence.
Points earned daily increase rank and visibility, unlocking higher reward multipliers.
Influence becomes progressive, not static.
Once rankings are structured and powered by $BRND, daily signals can become onchain assets. This is where BRND Podium NFTs appear.
A Podium NFT represents a specific combination of three brands in a precise order. It’s a gesture of belief and conviction about which brands matter at a given moment.
Example:
Degen / FLOC* / Base
FLOC* / Degen / Base
Same brands. Different order. Different NFT. Different meaning.
Each unique podium becomes its own asset.
This introduces a memory layer for culture: taste becomes persistent.
Podiums can become NFTs in two ways:
When a user creates and shares a daily podium, BRND system checks whether that exact combination already exists.
If it does not:
The user can mint it for 1,000,000 $BRND
They become the Genesis Creator
They also become the first Owner
Being Genesis means:
Capturing the combination first
Being recorded permanently as its creator
Receiving royalties whenever it is reused
Collected podiums appear in the user profile under Podiums.
Past podiums are not lost signals.
Any podium visible in a user’s profile can be minted later — as long as that combination has not been collected before.
This means:
Historical taste becomes assetized
Early users gain advantage
Old signals gain new value
Culture acquires memory
Past belief can now be owned.
If another user later creates the same podium (same brands, same order), two things happen:
The Genesis Creator receives 10% of the $BRND used to vote that podium, paid automatically from the treasury.
Taste compounds.
The NFT can be bought from its current owner.
Prices grow linearly by +20% per sale.
This is not a bonding curve.
It is kinetic pricing:
next price = last price × 1.20
Predictable appreciation without exponential speculation.
Each sale is split automatically:
90% → Seller (current owner)
5% → Genesis Creator (royalty)
5% → BRND protocol
This guarantees:
Minimum profit for sellers
Permanent royalties for Genesis creators
Protocol sustainability
All enforced onchain.
Each resale yields ~8% minimum profit to the seller.
1.20 × 0.90 = 1.08
Podium NFTs:
Are visible on OpenSea and explorers
Are tradable only inside BRND
Are ERC721 with transfer restrictions
Cannot be flipped externally
Generate fees only through BRND voting
This ensures:
Culture stays inside the system.
Value stays aligned with signal.
Users rank brands → allocate $BRND → generate influence
Podium NFTs capture rankings → enable trading and royalties
$BRND circulates → rewards users, pays creators, funds protocol
Leaderboards track influence → unlock higher levels and rewards
This creates a self-reinforcing loop:
Taste → Signal → Reward → Ownership → Influence → Value
A culture-driven economy, fully onchain.
Reputation becomes measurable
Taste becomes financial
Culture becomes liquid
Influence becomes progressive
NFTs gain real utility
Speculation is constrained
Participation is rewarded
BRND aligns social behavior, cultural expression, and economic incentives in one coherent system.
Brand-native communities
Cultural curators
Web3 users
NFT collectors
Brands seeking transparent reputation signals
Anyone who believes taste has value
Branding has always been about belief.
People choose brands not only for what they sell, but for what they represent: taste, trust, identity, culture.
Until now, that belief lived in soft signals: likes, followers, impressions, vibes.
None of it was verifiable.
None of it was transferable.
None of it had consequence.
The Brand Capital Market (BCM) changes everything.
It turns belief into onchain capital.
Every podium a user creates is more than a ranking. It is a deliberate allocation of $BRND, a vote of confidence, a tangible signal of cultural value.
Reputation now has a ledger. Influence now has measurable weight. The leaderboard is no longer just a chart — it is a capital distribution table, a living, breathing map of belief and trust.
Users are no longer spectators. They are stewards of culture, curators of influence, and architects of value.
Brands are no longer static logos. They become onchain entities, earning position and recognition through sustained conviction.
The BCM is not a mere list. It is the foundation for a new global index of brand value, a verifiable, tradable, and transparent metric for reputation in Web3.
Taste carries weight
Belief carries cost
Reputation carries value
This is just the beginning. The Brand Capital Market is laying the groundwork for the future benchmark in Web3 brand economics, a system that could one day define which brands lead culture, which ideas gain capital, and which influence matters most.
Your podium is your voice. Your ranking is your stake. Your influence is real.
The market is alive. The culture is measurable. The index is taking shape.
Start your BRND journey today: create, rank, claim, and own your influence.
The future of brand value is onchain.
Written by @victoctero and designed by @esdotge
>700 subscribers
>700 subscribers
Victor Carazo and S·G
Victor Carazo and S·G
Every day, people rank brands, signal what they care about, and shape culture, and until now, none of that belief became capital. BRND changes that: taste becomes tangible, influence measurable, and reputation turns into onchain assets to become a market. Podiums, $BRND, BRND Power, and NFTs create the Brand Capital Market (BCM), where culture generates real value. Dive in, vote and move the brands market! https://paragraph.com/@brand3/building-brand-belief https://brnd.land/login
Farcaster’s aim continues to be a sufficiently decentralized protocol. We expect to add Uno as an independent validator and open source a snapshot of the Farcaster mobile client by the end of this month. We’ve learned through Merkle’s years of experimentation that decentralization as a narrative isn’t enough to grow social networks. We need user growth alongside user ownership else it’s an empty decentralized network. Our vision for Farcaster is to make it the best place on the internet for people to create new things, launch and get feedback from their first users on a social graph they own, on global financial rails. Our priorities moving forward are: 1. features to help humans and agents build easier on Farcaster 2. make it easier to discover new launches, share what you create (prototype here: https://farcaster.xyz/rish/0xc00a9fa4) 3. fix product experiences in the client - cast button, reply bumping in the feed, etc. This will happen on a sufficiently decentralized network that can then progressively decentralize in the future. If you have bandwidth to help test and address issues on the client snapshot before we open source it, please reach out.
🫡💯
please consider this one as a core primitive i think farcaster is primed to be the rails through which agents connect with humans the fid solves identity like nothing else im aware of https://farcaster.xyz/jpfraneto/0x2d373a14
def have in mind, the simplest thing is to just add to bio to remove immediate blockers and if there's enough usage, we can formalize in protocol https://farcaster.xyz/rish/0x67053053
yep sure. but adding it in bio doesn't put the relationship between an owner and agent as a primitive (which could be interesting to explore for builders that are not aware of fc at all) rn for example i wonder: what is the "formal" username of an agent? what's its identity? i suggest talking directly to @deployer to integrate a "create fid" functionality directly on the bankr skill of openclaw, and have that be the identity primitive that the agent uses as the umbrella of its onchain and social interactions
can't it just be a UserDataAdd creator fid e.g. adding my fid to @farclaw will show an automated by tag on profile like X has
Farcaster is agentic by design of the signers. This would be an application primitive imo, but a good idea.
what would that do? agents have 8004 identity as a core I think so my thinking farcaster should link to that standard somehow vs inventing something farcaster first
hell yeah
Love this direction, Feels like the perfect direction and a great fresh new start!
I love the new direction. It’s also very aligned with our vision for @brnd: trying to highlight and unlock the value of Farcaster projects. Hopefully we can do something together so we can keep evolving and growing in a sustainable way. Here are the updates in this version: https://paragraph.com/@brand3/building-brand-belief
Big fan of decentralization. Keep cooking Rish.
In for testing 🫡
Hi Rish, I sent you a dm about Chones Digital Maker Space and partnering with Neynar. https://chones.xyz/space/
not a bug, there is a typo here; "unknown"
#16 — Building Brand Belief by @brnd
This is nice.. thanks for this wonderful article
It's MAGNIFIC! Thank You 👍😊👍 @brnd3 @brnd @victoctero @esdotge @paragraph
#16 — Building Brand Belief — From Taste to Token: How BRND turns brand reputation into onchain assets Written by @victoctero and designed by @esdotge.eth on /brand3 @paragraph https://paragraph.com/@brand3/building-brand-belief
BRND introduces an onchain social platform turning daily brand rankings into assets via podiums, onchain signals, NFTs, and the $BRND economy. Rankings become data, ownership, and rewards within a culture-driven market where influence and currency converge. Designed by @esdotge.eth.
introduced it
Every day, people rank brands, signal what they care about, and shape culture, and until now, none of that belief became capital. BRND changes that: taste becomes tangible, influence measurable, and reputation turns into onchain assets to become a market. Podiums, $BRND, BRND Power, and NFTs create the Brand Capital Market (BCM), where culture generates real value. Dive in, vote and move the brands market! https://paragraph.com/@brand3/building-brand-belief https://brnd.land/login
Farcaster’s aim continues to be a sufficiently decentralized protocol. We expect to add Uno as an independent validator and open source a snapshot of the Farcaster mobile client by the end of this month. We’ve learned through Merkle’s years of experimentation that decentralization as a narrative isn’t enough to grow social networks. We need user growth alongside user ownership else it’s an empty decentralized network. Our vision for Farcaster is to make it the best place on the internet for people to create new things, launch and get feedback from their first users on a social graph they own, on global financial rails. Our priorities moving forward are: 1. features to help humans and agents build easier on Farcaster 2. make it easier to discover new launches, share what you create (prototype here: https://farcaster.xyz/rish/0xc00a9fa4) 3. fix product experiences in the client - cast button, reply bumping in the feed, etc. This will happen on a sufficiently decentralized network that can then progressively decentralize in the future. If you have bandwidth to help test and address issues on the client snapshot before we open source it, please reach out.
🫡💯
please consider this one as a core primitive i think farcaster is primed to be the rails through which agents connect with humans the fid solves identity like nothing else im aware of https://farcaster.xyz/jpfraneto/0x2d373a14
def have in mind, the simplest thing is to just add to bio to remove immediate blockers and if there's enough usage, we can formalize in protocol https://farcaster.xyz/rish/0x67053053
yep sure. but adding it in bio doesn't put the relationship between an owner and agent as a primitive (which could be interesting to explore for builders that are not aware of fc at all) rn for example i wonder: what is the "formal" username of an agent? what's its identity? i suggest talking directly to @deployer to integrate a "create fid" functionality directly on the bankr skill of openclaw, and have that be the identity primitive that the agent uses as the umbrella of its onchain and social interactions
can't it just be a UserDataAdd creator fid e.g. adding my fid to @farclaw will show an automated by tag on profile like X has
Farcaster is agentic by design of the signers. This would be an application primitive imo, but a good idea.
what would that do? agents have 8004 identity as a core I think so my thinking farcaster should link to that standard somehow vs inventing something farcaster first
hell yeah
Love this direction, Feels like the perfect direction and a great fresh new start!
I love the new direction. It’s also very aligned with our vision for @brnd: trying to highlight and unlock the value of Farcaster projects. Hopefully we can do something together so we can keep evolving and growing in a sustainable way. Here are the updates in this version: https://paragraph.com/@brand3/building-brand-belief
Big fan of decentralization. Keep cooking Rish.
In for testing 🫡
Hi Rish, I sent you a dm about Chones Digital Maker Space and partnering with Neynar. https://chones.xyz/space/
not a bug, there is a typo here; "unknown"
also tokens displaying twice on user profile
hm interesting will look
#16 — Building Brand Belief by @brnd
This is nice.. thanks for this wonderful article
It's MAGNIFIC! Thank You 👍😊👍 @brnd3 @brnd @victoctero @esdotge @paragraph
#16 — Building Brand Belief — From Taste to Token: How BRND turns brand reputation into onchain assets Written by @victoctero and designed by @esdotge.eth on /brand3 @paragraph https://paragraph.com/@brand3/building-brand-belief
BRND introduces an onchain social platform turning daily brand rankings into assets via podiums, onchain signals, NFTs, and the $BRND economy. Rankings become data, ownership, and rewards within a culture-driven market where influence and currency converge. Designed by @esdotge.eth.
introduced it