Brand assets in a hybrid world
This article is part of a series of articles from the WARC Guide to brand assets in a hybrid world. Read more
Creating new brands can be a profoundly enlightening experience. The process forces us to adapt to the now, in especially volatile environments. It’s a far more revealing process than established brands playing in new spaces but harvesting their legacy roots: Nike acquires RTKFT to manufacture virtual trainers, and Coca-Cola can sell NFTs. But these work as part of the hype cycle, based on already being...