Brands should elevate NFTs beyond ‘gimmick’ status | WARC | The Feed
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Brands should elevate NFTs beyond ‘gimmick’ status
Marketers sensing a first-mover advantage in the burgeoning market for non-fungible tokens, or NFTs (definitions here), will benefit most if they avoid gimmicks and find tangible ways of providing value for communities.
Why it matters
Beyond the hype (and cynicism) surrounding high-price digital art auctions, NFT technology promises to overhaul the concept of digital ownership. While brands must tread carefully – especially until NFTs are more sustainable – there are gains to be made by those stepping into the space today.
Early-movers
- Brands as far-ranging as Adidas, McDonald’s, WarnerMedia and Budweiser are experimenting with NFTs, a new WARC...
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