This week, I published a case study on Gucci’s Web3 strategy for Harvard Business School. It’s also conference time again! Next week I’ll be at NFT NYC. Reach out by replying to this email.
“Wheresoever you go, go with all your heart.”― Confucius
Many reached out to me asking what the end of Starbucks' Odyssey means for the Web3 consumer landscape as a whole.
A quick recap of the most important facts:
We're entering a new phase of Web3 maturity, having seen many lackluster Web3 brand activations over the past two years.
What’s next? Brands want to:
This also means that Web3 isn’t just about NFTs anymore. Brands will start looking at this more holistically. Starbucks is a first inning of that.
Zooming out: We’re seeing four big shifts, driven by a variety of fintech tools, blockchain, disintermediation and decentralization:
Punchline: Future brands will be hyper-personalized and make consumers to co-creators and co-owners with a stake in the value they help to create.
Zooming in: Blackbird has raised $24 million through a16z. It aims give many independent restaurants the means to identify and reward regulars for the first time.
How it works: Consumers earn rewards, restaurants earn tokens and receive valuable customer data.
