There will always be FUD – fear, uncertainty and doubt – in the NFT space, says Adrian Ts’o, Head of Strategy at DDB Group Hong Kong, but brands have a unique opportunity to use NFTs to create greater value, engagement and loyalty.

Why it matters

Beyond the hype, NFTs provide multiple use cases – from membership to networking, SaaS and much more – that when used strategically can help marketers innovate what customer loyalty means.

Takeaways

• NFTs hold the blueprints to a far more integrated approach towards community building and UGC advocacy.
• NFTs as a loyalty program can shift expectations...