Before we go into what matters for web3 brand building, it is important to outline a single, fundamental principle — brand building in web3 is decentralised. Anyone serious about web3 brand building needs to start here. At this very point in time, there are stupendous success stories of native, web3 brands and web2 brands transitioning into web3, while on the other hand there are numerous failures. There are brand builders who are getting it right, and equally (if not more) who are getting it...