Chapter 14Branding on the Block: How Blockchain Is Redefining Connections in the Web3 Era
Preface
Welcome to the enthralling world of Web3,1 where blockchain is not just a tech buzzword but the new frontier for branding, luxury, and digital engagement. If you’ve ever wondered what happens when traditional luxury brands crash into the futuristic techno-sphere of blockchain, you’re in for a treat.
Imagine a world where your favorite high-fashion brand not only offers you clothes but also throws in a digital identity, a sprinkle of cryptocurrency, and exclusive access to virtual worlds—all wrapped up in a smart contract. This isn’t your grandma’s shopping spree; this is shopping on steroids in the metaverse, with a blockchain receipt.
Now, as for the new generations, they’re swapping baseball cards (or soccer cards in my case) for non-fungible tokens (NFTs), and you can bet it’s not just for the love of the game. Forget about dusty cards stashed in shoeboxes; today’s youth are trading digital art like high-rollers in an art gallery. The stakes are high, the games are digital, and the players are as likely to be wearing virtual reality (VR) headsets as they are to be sporting the latest streetwear. It’s a brave new world where your digital wallet’s weight determines your clout, not the brand of your shoes.
In this chapter, we delve into how storied brands like Gucci are turning the digital world into their runway. They’re not just dipping their toes into Web3; they’re diving ...
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