Brand belonging is set to become a major trend shaping businesses in 2023 and beyond as Web3 technologies reinvent the relationship between brands and their communities. Nike’s launch this week of its Dot Swoosh platform is a case in point.

Why it matters

Technologies based on blockchain such as NFTs and crypto-products are enabling the creation of new communities brought together by shared interests, platform exploration and/or economic pursuits.

It is time for brands to fundamentally reimagine their touchpoints, KPIs, and their offerings and to create an eco-system focused on the three key ingredients that allow consumers to actively...