What brands need to know about NFTs and the metaverse, and how to approach new tech when it comes around

Andrew Spurrier-Dawes

An overview of how brands can incorporate web3 innovations in their marketing strategies.

There are always over-hyped channels, platforms and tactics in our business. ‘The year of mobile’ joke is now so old it may come back into fashion as some sort of post-irony humour.

Trends get hyped as a way for people to stand out, make them sound intelligent as the gatekeeper to complexity and, ultimately, to make a quick dollar. None of these are a problem, as long as we spend time to understand what the trend is, why it is hyped and ultimately what it can do for our brands if we dive in.

The challenge we are seeing these...

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