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Decentralized Brief打造web3品牌灵魂 3 问-Why, What, How
新朋友邮件订阅请点击 web3brand.substack.com前言这两天非常应景的 2 条新闻，星巴克宣布了进军 web3 计划，要打造基于区块链的用户忠诚度平台；Top 蓝筹 NFT 项目 doodles 宣布了$5400w 融资，要建设成 web3 原生的世界级娱乐品牌。一边是顶级 web2 品牌在向 web3 转型，另一边是 web3 原生品牌加速成长，我们来到了web3 品牌爆发的前夜。 这段时间也拜读了很多关于 web3 品牌的文章，但更多是在术的层面。和 web2 的朋友们交流，目前最大的困惑其实是在道的层面，为什么要做这件事？web3 品牌到底意味着什么，和 web2 品牌有什么不同？弄清楚了这几个问题，传统品牌有更全面的了解和准备，才会跨出 why 这一步，探寻做什么（what）和怎么做（how）。借用我特别喜欢的播客《文理两开花》里面”灵魂 3 问”的模式，通过本文，我尝试回答打造web3品牌灵魂 3 问-Why, What, How, 从道到术Why: 为什么 web3 对品牌来说非做不可？What: 什么样的品类适合做web3品牌？How: 如何打造we...
Decentralized Brief回顾比特币和以太坊 10 年发展史，我们可以借鉴什么？——Token Economy 学习笔记 1
新朋友邮件订阅请点击 web3brand.substack.com 如果你对这个主题，这篇文章以及接下来的文章感兴趣，欢迎在Twitter关注我：1. 开篇：一张表格了解比特币和以太坊作为一枚 web2 古典产品经理和 web3 小学生，在遨游的过程中会发现有非常多新名词，让人眼花缭乱。 抽丝剥茧，回归到最本质的经济系统，发现 web3 还是围绕生产力和生产关系做创新生产力：目的是为了提升效率，如智能合约解决交易信任成本，全球流动性提升可交易标的和交易效率等生产关系：目的是为了更好的激励生产者，而谈激励离不开 Token Economy（通证经济学）, 谈 Token 绕不开最大的 2 个，比特币和以太坊。比特币和以太坊已经有平均 10 年历史，是后面无数公链（BNB, Solana, etc）的学习对象。网上信息繁多，暂时没有找到一篇总结类的文章。本文既是自己的一篇 web3 学习总结，也希望可以帮助到更多在 web3 遨游的家人。 由于比特币和以太坊都是 Fungible Token, 为了理解方便，下文都翻译为「代币」。同时因为 Non-Fungible Token(NFT...
Decentralized Brief一文了解Starbucks Web3对商业世界的3个深层次影响
新朋友邮件订阅请点击 web3brand.substack.comTL;DR上周写完关于星巴克web3 Odyssey Beta 版介绍和背后团队的思考后，很多小伙伴来找我讨论，其中一个共性的问题是，”这对星巴克和商业世界来说意味着什么呢，对未来 5-10 年有什么深层次的影响吗？” 经过激烈且深度的讨论，我总结了以下 3 点影响，推荐每一个对 web3 品牌感兴趣的朋友阅读品牌打造第二/第三增长飞轮：collect to earn & airdrop-to-earn品牌需要重新学习如何吸引用户：会员数据上链，商业范式转移品牌需要开启可组合性，拥抱 web3 哲学在详细展开之前，如果你还对星巴克Odyssey项目和 participate-to-earn 不是很了解，欢迎阅读下面推文 Star@Day1GlobalⓂ️Ⓜ️T @starzqeth 时隔3月星巴克 Odessey Beta 版发布，背后大佬们谈了谈他们对web3的思考，欢迎点赞、转发和讨论 1. 愿景：从shop-to-earn到participate-to-earn 2. Why Digital Collecti...
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Decentralized Brief打造web3品牌灵魂 3 问-Why, What, How
新朋友邮件订阅请点击 web3brand.substack.com前言这两天非常应景的 2 条新闻，星巴克宣布了进军 web3 计划，要打造基于区块链的用户忠诚度平台；Top 蓝筹 NFT 项目 doodles 宣布了$5400w 融资，要建设成 web3 原生的世界级娱乐品牌。一边是顶级 web2 品牌在向 web3 转型，另一边是 web3 原生品牌加速成长，我们来到了web3 品牌爆发的前夜。 这段时间也拜读了很多关于 web3 品牌的文章，但更多是在术的层面。和 web2 的朋友们交流，目前最大的困惑其实是在道的层面，为什么要做这件事？web3 品牌到底意味着什么，和 web2 品牌有什么不同？弄清楚了这几个问题，传统品牌有更全面的了解和准备，才会跨出 why 这一步，探寻做什么（what）和怎么做（how）。借用我特别喜欢的播客《文理两开花》里面”灵魂 3 问”的模式，通过本文，我尝试回答打造web3品牌灵魂 3 问-Why, What, How, 从道到术Why: 为什么 web3 对品牌来说非做不可？What: 什么样的品类适合做web3品牌？How: 如何打造we...
Decentralized Brief回顾比特币和以太坊 10 年发展史，我们可以借鉴什么？——Token Economy 学习笔记 1
新朋友邮件订阅请点击 web3brand.substack.com 如果你对这个主题，这篇文章以及接下来的文章感兴趣，欢迎在Twitter关注我：1. 开篇：一张表格了解比特币和以太坊作为一枚 web2 古典产品经理和 web3 小学生，在遨游的过程中会发现有非常多新名词，让人眼花缭乱。 抽丝剥茧，回归到最本质的经济系统，发现 web3 还是围绕生产力和生产关系做创新生产力：目的是为了提升效率，如智能合约解决交易信任成本，全球流动性提升可交易标的和交易效率等生产关系：目的是为了更好的激励生产者，而谈激励离不开 Token Economy（通证经济学）, 谈 Token 绕不开最大的 2 个，比特币和以太坊。比特币和以太坊已经有平均 10 年历史，是后面无数公链（BNB, Solana, etc）的学习对象。网上信息繁多，暂时没有找到一篇总结类的文章。本文既是自己的一篇 web3 学习总结，也希望可以帮助到更多在 web3 遨游的家人。 由于比特币和以太坊都是 Fungible Token, 为了理解方便，下文都翻译为「代币」。同时因为 Non-Fungible Token(NFT...
Decentralized Brief一文了解Starbucks Web3对商业世界的3个深层次影响
新朋友邮件订阅请点击 web3brand.substack.comTL;DR上周写完关于星巴克web3 Odyssey Beta 版介绍和背后团队的思考后，很多小伙伴来找我讨论，其中一个共性的问题是，”这对星巴克和商业世界来说意味着什么呢，对未来 5-10 年有什么深层次的影响吗？” 经过激烈且深度的讨论，我总结了以下 3 点影响，推荐每一个对 web3 品牌感兴趣的朋友阅读品牌打造第二/第三增长飞轮：collect to earn & airdrop-to-earn品牌需要重新学习如何吸引用户：会员数据上链，商业范式转移品牌需要开启可组合性，拥抱 web3 哲学在详细展开之前，如果你还对星巴克Odyssey项目和 participate-to-earn 不是很了解，欢迎阅读下面推文 Star@Day1GlobalⓂ️Ⓜ️T @starzqeth 时隔3月星巴克 Odessey Beta 版发布，背后大佬们谈了谈他们对web3的思考，欢迎点赞、转发和讨论 1. 愿景：从shop-to-earn到participate-to-earn 2. Why Digital Collecti...
Share Dialog
Share Dialog
The day before yesterday, Moonbirds announced that the project switched to CC0, which caused a lot of discussions and controversies. Since I have done some research and thought about CC0 before, I wrote this article as a summary, welcome to comment and discuss
CC0 is short for Creative Commons Zero copyright agreement. By adopting this agreement, the author renounces all copyright in the creation and the creation enters the public domain, becoming the common intellectual property of mankind.
In plain English, this means that everyone can use CC0 creations, including commercial and secondary creations. As an example
BAYC(non-CC0) opens up IP Rights only to owners, Li Ning bought BAYC #4102, so Li Ning can put this monkey on posters and T-shirts (meanwhile cannot use other monkeys unless owning them)
As mfers are CC0 protocol, no matter you have mfers or not, you can freely use 10k mfers, including your own use (printing T-shirts to wear), commercial use (printing T-shirts to sell), secondary creation... It seems that there are more than 50 derivatives of mfers.
Based on the CC0 capability, we can get this conclusion: the upside is very high (platform business model), but the operation is also more difficult
I summarize the following 3 points in a chart.
Goal: The goal of a regular NFT project is to build a Brand, like Nike and Disney, while the ultimate goal of a CC0 project is to become a Platform with network effects, like Amazon and Alibaba
The difference in goals brings about the difference in project structure and business model
Project structure: The regular NFT project is more like a brand company with a simple structure, while the CC0 project is more like a platform that serves as an infrastructure to incubate countless derivative projects, which feed into the infrastructure and form a multi-stakeholder ecosystem. And DAO Token becomes the token of this ecosystem, adding value to the development of the platform
Business Model: we evaluate Sales Revenue for Brand, while Platform also has GMV and Ads Revenue, with 2 more drivers and greater impact capability.
User perspective: DAO Token can lower the participation threshold of users and let them enjoy the revenue of the whole platform; but since there is no IP exclusivity, not every user will like CC0
Frankly speaking, CC0 project is also more difficult to operate, and a bad job would have a negative impact
The project structure is more complex, with more stakeholders (compare to the organizational structure of brand companies Nike and Amazon / Alibaba), which needs the operation ability of the project owner and DAO.
It is necessary to establish a positive flywheel of "CC0 project → derivatives → CC0 project", otherwise, the cold start of derivatives may be unsuccessful and the CC0 project will become weaker and weaker.
I guess that Moonbirds announced that the project will become CC0 and set up DAO to prepare for the evolution into Platform, to raise the upside of the project, and to come out of a way to differentiate from Yuga / BAYC.
Below we will explain a little about 3 aspects, project structure, business model, and user rights.
As we see, compared to the regular NFT project, the CC0 project add a DAO and Token Economy to its evolution towards a platform.
Why DAO is needed: The ecosystem needs an operator who can help incubate derivative projects, design a mechanism for derivative projects to feed the original one, and involve all users to help spread the world. So there are 3 relevant stakeholders (original project, derivative project, and corresponding users) and a large number of people, so DAO is the best choice for this operator representative
Why do we need Token Economy: As mentioned above, there are many stakeholders in DAO, so we need a mechanism to coordinate the distribution of benefits, and ERC20 Token is the best choice.
The operational capability of DAO and how the Token Economy is designed is critical. Theoretically, the platform has a higher upside, but because there is no Best Practice of CC0 for DAO and Token Economy yet, this part will be the biggest challenge.
This is what users are most worried about Moonbirds, DAO is not Ready. But from CEO KRO's perspective, CC0 may also be the best way to survive and grow in a bear market. Go big or go home, who knows?
Let's break down the Business Model formula
As we see,
CC0 has 2 more drivers than the regular program, GMV and Ads Revenue
For Sales Revenue
Based on derivative projects and token, it can bring more volume and spread power, which can drive secondary sales
The life cycle of a single project (live periods) is limited, but a continuous stream of derivatives can extend the life of the entire ecosystem
There is a metaphor about CC0, just like a paper citation, the more you are cited, the more influence you have, and the more valuable you are.
For Ads Revenue: DAO can incubate and promote derivative projects, then can charge for promotional advertisement fee. And it can be paid in the form of ERC20 Token to strengthen the value of the ecosystem Token. This part is also the core profitability of the platform model.
Let's use a table to compare the user benefits of the regular program and the CC0 program
we can find that
Added benefits of CC0 Project
DAO Token can lower the participation threshold for users as well as allow users to enjoy the benefits of the entire platform
Risks added by CC0 Project
Each user owns the IP of CC0, and the owner has no exclusive rights to this piece. This means that IP rights are diluted.
Without IP exclusivity, it could be used by some unpopular groups and have a negative impact on the whole project. The KOL pranksy twittered that she does not want to see extremist groups using her NFT image
Q: Will the emergence of a large number of derivatives and the availability of IP Rights to everyone bring negative impact to the value of the original CC0 project itself?
A: If something is popular all over the world, the top of the ecosystem is definitely authentic ones. Take Nike Air Jordan as an example, there are so many fake products, but the authentic products can still be sold as a high price. In addition, because NFT (Non-Fungible Token) itself can be confirmed on the chain, NFT projects can naturally operate both Token and IP these two dimensions, compared to the traditional business world with only one IP dimension, you can have more flexible operation, which is also the advantage of CC0 NFT Project.
Q: What kind of projects are suitable for CC0?
A: CC0 projects need strong replication and retransmission ability, strong culture and meme types are more suitable (like mfers)
Q: Non-CC0 projects can also issue their own platform tokens, such as yuga labs
A: That's why yuga labs is at the top1 in this industry, it's really great. yuga labs' route is to do a brand matrix, then use metaverse to build a platform and raise their upside, public coins to get more new users, and build their own ecosystem finally. Every step is very accurate. So the answer to this question is, CC0 projects need to have DAO and Token by default, and other projects need to build another platform to issue Token
Welcome to own my NFT and buy me a cup of coffee lol. btw, I made this cup of coffee and latte art by myself : )
Also welcome to have more discussion with me twitter @starzqeth
edition://0x7e4401D18327A93c29ee18a3C13f8adA3bA2245f?editionId=0
...
The day before yesterday, Moonbirds announced that the project switched to CC0, which caused a lot of discussions and controversies. Since I have done some research and thought about CC0 before, I wrote this article as a summary, welcome to comment and discuss
CC0 is short for Creative Commons Zero copyright agreement. By adopting this agreement, the author renounces all copyright in the creation and the creation enters the public domain, becoming the common intellectual property of mankind.
In plain English, this means that everyone can use CC0 creations, including commercial and secondary creations. As an example
BAYC(non-CC0) opens up IP Rights only to owners, Li Ning bought BAYC #4102, so Li Ning can put this monkey on posters and T-shirts (meanwhile cannot use other monkeys unless owning them)
As mfers are CC0 protocol, no matter you have mfers or not, you can freely use 10k mfers, including your own use (printing T-shirts to wear), commercial use (printing T-shirts to sell), secondary creation... It seems that there are more than 50 derivatives of mfers.
Based on the CC0 capability, we can get this conclusion: the upside is very high (platform business model), but the operation is also more difficult
I summarize the following 3 points in a chart.
Goal: The goal of a regular NFT project is to build a Brand, like Nike and Disney, while the ultimate goal of a CC0 project is to become a Platform with network effects, like Amazon and Alibaba
The difference in goals brings about the difference in project structure and business model
Project structure: The regular NFT project is more like a brand company with a simple structure, while the CC0 project is more like a platform that serves as an infrastructure to incubate countless derivative projects, which feed into the infrastructure and form a multi-stakeholder ecosystem. And DAO Token becomes the token of this ecosystem, adding value to the development of the platform
Business Model: we evaluate Sales Revenue for Brand, while Platform also has GMV and Ads Revenue, with 2 more drivers and greater impact capability.
User perspective: DAO Token can lower the participation threshold of users and let them enjoy the revenue of the whole platform; but since there is no IP exclusivity, not every user will like CC0
Frankly speaking, CC0 project is also more difficult to operate, and a bad job would have a negative impact
The project structure is more complex, with more stakeholders (compare to the organizational structure of brand companies Nike and Amazon / Alibaba), which needs the operation ability of the project owner and DAO.
It is necessary to establish a positive flywheel of "CC0 project → derivatives → CC0 project", otherwise, the cold start of derivatives may be unsuccessful and the CC0 project will become weaker and weaker.
I guess that Moonbirds announced that the project will become CC0 and set up DAO to prepare for the evolution into Platform, to raise the upside of the project, and to come out of a way to differentiate from Yuga / BAYC.
Below we will explain a little about 3 aspects, project structure, business model, and user rights.
As we see, compared to the regular NFT project, the CC0 project add a DAO and Token Economy to its evolution towards a platform.
Why DAO is needed: The ecosystem needs an operator who can help incubate derivative projects, design a mechanism for derivative projects to feed the original one, and involve all users to help spread the world. So there are 3 relevant stakeholders (original project, derivative project, and corresponding users) and a large number of people, so DAO is the best choice for this operator representative
Why do we need Token Economy: As mentioned above, there are many stakeholders in DAO, so we need a mechanism to coordinate the distribution of benefits, and ERC20 Token is the best choice.
The operational capability of DAO and how the Token Economy is designed is critical. Theoretically, the platform has a higher upside, but because there is no Best Practice of CC0 for DAO and Token Economy yet, this part will be the biggest challenge.
This is what users are most worried about Moonbirds, DAO is not Ready. But from CEO KRO's perspective, CC0 may also be the best way to survive and grow in a bear market. Go big or go home, who knows?
Let's break down the Business Model formula
As we see,
CC0 has 2 more drivers than the regular program, GMV and Ads Revenue
For Sales Revenue
Based on derivative projects and token, it can bring more volume and spread power, which can drive secondary sales
The life cycle of a single project (live periods) is limited, but a continuous stream of derivatives can extend the life of the entire ecosystem
There is a metaphor about CC0, just like a paper citation, the more you are cited, the more influence you have, and the more valuable you are.
For Ads Revenue: DAO can incubate and promote derivative projects, then can charge for promotional advertisement fee. And it can be paid in the form of ERC20 Token to strengthen the value of the ecosystem Token. This part is also the core profitability of the platform model.
Let's use a table to compare the user benefits of the regular program and the CC0 program
we can find that
Added benefits of CC0 Project
DAO Token can lower the participation threshold for users as well as allow users to enjoy the benefits of the entire platform
Risks added by CC0 Project
Each user owns the IP of CC0, and the owner has no exclusive rights to this piece. This means that IP rights are diluted.
Without IP exclusivity, it could be used by some unpopular groups and have a negative impact on the whole project. The KOL pranksy twittered that she does not want to see extremist groups using her NFT image
Q: Will the emergence of a large number of derivatives and the availability of IP Rights to everyone bring negative impact to the value of the original CC0 project itself?
A: If something is popular all over the world, the top of the ecosystem is definitely authentic ones. Take Nike Air Jordan as an example, there are so many fake products, but the authentic products can still be sold as a high price. In addition, because NFT (Non-Fungible Token) itself can be confirmed on the chain, NFT projects can naturally operate both Token and IP these two dimensions, compared to the traditional business world with only one IP dimension, you can have more flexible operation, which is also the advantage of CC0 NFT Project.
Q: What kind of projects are suitable for CC0?
A: CC0 projects need strong replication and retransmission ability, strong culture and meme types are more suitable (like mfers)
Q: Non-CC0 projects can also issue their own platform tokens, such as yuga labs
A: That's why yuga labs is at the top1 in this industry, it's really great. yuga labs' route is to do a brand matrix, then use metaverse to build a platform and raise their upside, public coins to get more new users, and build their own ecosystem finally. Every step is very accurate. So the answer to this question is, CC0 projects need to have DAO and Token by default, and other projects need to build another platform to issue Token
Welcome to own my NFT and buy me a cup of coffee lol. btw, I made this cup of coffee and latte art by myself : )
Also welcome to have more discussion with me twitter @starzqeth
edition://0x7e4401D18327A93c29ee18a3C13f8adA3bA2245f?editionId=0
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