What the FUD: A marketer’s perspective on NFTs and loyalty

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

Okay, full disclosure.

I have immersed myself in the vortex that is the NFT world of investors, whales and degens for about three months now (degens are short for degenerate, a self-deprecating term describing people with a proclivity for risky bets in NFTs without due diligence).

In that time, I have aped, flipped, staked and minted a variety of NFTs and have participated in Twitter Spaces, Discord games and karaoke parties.

I have made friends who range from entrepreneurs, college students and stay-at-home dads from all across the world. And I have, through analytics, word-of-mouth and pure impulse (stupidity), pulled...

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