Web3: What is it, why does it matter, and how can brands get involved?

Elana Morris

Brands are increasingly experimenting in cryptocurrency, non-fungible tokens (NFTs) and blockchain; the habitat in which all these elements coexist is known as “web3”.

“Web3” seems to be the term on every marketer’s lips.

On the one hand, it implies total digital decentralization, an internet run on blockchain, a vision of the future where we operate in self-determined communities united by individual stakeholding, rather than around uber-platforms such as Google and Facebook.

But, on the other hand, the concept is remarkably amorphous, a quilt of disparate ideas vaguely having to do with cryptocurrency, non-fungible tokens (NFTS) and other new tools for self-expression, engagement and commerce. And it’s largely theoretical, too – perhaps more akin to a jar of dark matter than a definitive list...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands