Tokenization in 2024: Opportunities for Brands

This year, major brands have started connecting physical goods to virtual counterparts to create 'phygital' experiences. Here are the key trends, brand adoption, and what's next.

2023 has been a year of reckoning for Web3.

What started as a technology called “NFTs”, representing unique digital files that users can trustlessly own and trade over the internet, transformed into a breeding ground for new, consumer-oriented business applications.

Over the last two years, almost 50 of Interbrand’s Top 100 Global Brands started small-s…