The core step change that web3 enables is that you can now truly own digital assets, in a way that is as verifiable as real world assets and immutable (unchangeable), similar to clothes that you own.

Previously I could buy a digital asset (e.g. a skin in a Fortnite) but that wasn’t really mine, if Fortnite shut down I’d lose it, if Fortnite closed my account I’d lose it. Moreover, I could only use the skin on Fortnite, so I only own it in Fortnite world – in web3 if I own an asset, I own it and can use it on any platform on which it can connect.

Similarly, I can now own digital assets associated with brands and do with them what I like, they are “composable”.

1. Digital assets do not deteriorate in the same way as physical assets

2. It is easier to show origins of digital assets than physical as you can trace origins and more easily weed out fakes

3. Lower barriers to movement and composability – easier to transfer ownership online than via physical mail systems, and easier to build things (e.g. communities, utility) on top of digital assets than physical

1. Revenue from NFT Sales and/or royalties

2. Organic marketing through the web3 brand community

3. Increased closeness with a more vocal/active and therefore a more engaged community - leading to a better product and more revenue for the business

   1. NFT community is also financially tied into the success of the brand through value accretion for the NFTs that they own, but do not eat into the brand’s profits

We split Web3 activation strategy into 4 levels. At each level the amount of autonomy and decentralization that the community has increases. Brands have the power to halt this progress at any of these 4 stages. Every step that the brand takes across this chain also helps to build out the brand’s web3 social graph, which will enable them to better understand their core community.

1. NFTs for activation

   1. Launching an NFT collection through:

      1. i. An initial sale; or

      2. ii. Using work to earn and other creative activation tools to release the NFTs

   2. Core objectives are to:

      1. i. Bring non-web3-native members your current brand community into web3

      2. ii. Activate the web3 native members of your brand’s community

      3. iii. Leverage web3 opportunity/PR to activate for your brand

2. Brand NFT community forms and acts as both:

   1. A closer voice for the brand

      1. i. Brand now have an active web3 community and a mechanism for you to listen to them

      2. ii. Community is incentivized for brand to do well as they are tied into the upside as value will also accrue to the NFT/token

   2. b. Organic marketing tool:

      1. i. Community activity will provide coverage for your brand

      2. ii. Brand token holders can all be identified on chain, and can form a home in a token-gated channel like discord; through which they can co-ordinate/work together with a joint purpose

      3. iii. Community can leverage a treasury to fund activities that the community think of as good

3. Decentralized Autonomous Organization (DAO) formation:

   1. a. Community expands and usually launches a fungible token.

The core step change that web3 enables is that you can now truly own digital assets, in a way that is as verifiable as real world assets and immutable (unchangeable), similar to clothes that you own.

Previously I could buy a digital asset (e.g. a skin in a Fortnite) but that wasn’t really mine, if Fortnite shut down I’d lose it, if Fortnite closed my account I’d lose it. Moreover, I could only use the skin on Fortnite, so I only own it in Fortnite world – in web3 if I own an asset, I own it and can use it on any platform on which it can connect.

Similarly, I can now own digital assets associated with brands and do with them what I like, they are “composable”.

1. Digital assets do not deteriorate in the same way as physical assets

2. It is easier to show origins of digital assets than physical as you can trace origins and more easily weed out fakes

3. Lower barriers to movement and composability – easier to transfer ownership online than via physical mail systems, and easier to build things (e.g. communities, utility) on top of digital assets than physical

1. Revenue from NFT Sales and/or royalties

2. Organic marketing through the web3 brand community

3. Increased closeness with a more vocal/active and therefore a more engaged community - leading to a better product and more revenue for the business

   1. NFT community is also financially tied into the success of the brand through value accretion for the NFTs that they own, but do not eat into the brand’s profits

We split Web3 activation strategy into 4 levels. At each level the amount of autonomy and decentralization that the community has increases. Brands have the power to halt this progress at any of these 4 stages. Every step that the brand takes across this chain also helps to build out the brand’s web3 social graph, which will enable them to better understand their core community.

1. NFTs for activation

   1. Launching an NFT collection through:

      1. i. An initial sale; or

      2. ii. Using work to earn and other creative activation tools to release the NFTs

   2. Core objectives are to:

      1. i. Bring non-web3-native members your current brand community into web3

      2. ii. Activate the web3 native members of your brand’s community

      3. iii. Leverage web3 opportunity/PR to activate for your brand

2. Brand NFT community forms and acts as both:

   1. A closer voice for the brand

      1. i. Brand now have an active web3 community and a mechanism for you to listen to them

      2. ii. Community is incentivized for brand to do well as they are tied into the upside as value will also accrue to the NFT/token

   2. b. Organic marketing tool:

      1. i. Community activity will provide coverage for your brand

      2. ii. Brand token holders can all be identified on chain, and can form a home in a token-gated channel like discord; through which they can co-ordinate/work together with a joint purpose

      3. iii. Community can leverage a treasury to fund activities that the community think of as good

3. Decentralized Autonomous Organization (DAO) formation:

   1. a. Community expands and usually launches a fungible token.