Web3 is the next frontier of digital innovation. That’s why all the major brands are eager to take part in the process and, of course, if possible, to win this race.

The concept of a new decentralized Internet based on blockchain is becoming increasingly popular. Web3 is supposed to solve the problems we have today with Web2 (that is, the Internet of the present with social networks and video hosting).

The main of them are:

  • The centralization (the monopolization of tech giants like Facebook or Google).
  • Lack of control over personal data collected by websites, applications, and social networks.
  • Cyber vulnerability. Hackers can hack into platforms and steal data, and authorities can censor content or do data dumping.
Source: economictimes.indiatimes.com

As the world becomes more digital, brands, especially the big ones, are moving to the Web3 side. Of course, they face several challenges. For example, how to attract more users to their metaverses. After all, the technical barrier to entry to Web3 is currently high. Users need to be competent in computer security, understand complex technical documentation, and use non-intuitive (so far) interfaces.

Brands have to experiment with a fusion of reality and augmented experience. This means UI/UX designers will have interesting new tasks and tools to give users a positive metaverse-like experience:

So what major international brands have already implemented Web3 in some way?
Here is a list compiled by Marc Baumann:

  1. Adidas https://lnkd.in/e6YAa3fv
  2. Starbucks https://lnkd.in/e9FxsZ5B
  3. Tiffany & Co https://nft.tiffany.com
  4. Louis Vuttion https://lnkd.in/epsJWZCc
  5. Hennessey (LVMH) https://lnkd.in/evFSq_zf
  6. Nike https://lnkd.in/ejcAHPR4
  7. Puma https://lnkd.in/ez7GhnyM
  8. Nivea https://lnkd.in/eVZQSHqu
  9. Trix (Nestle) https://lnkd.in/eEdtNAUG
  10. Porsche (VW Group) https://nft.porsche.com
  11. Rimowa https://lnkd.in/eCQNGzm3
  12. Pepsi https://lnkd.in/e2gq4geM
  13. Hublot (LVMH) https://lnkd.in/eAJ-DhHD
  14. Panerai https://lnkd.in/eMxcpdgV
  15. Tag Heuer https://lnkd.in/eAv-6ZpN
  16. Timex https://lnkd.in/evFYmwxb
  17. Jacob & Co. https://jacobandco.com/nft
  18. IWC https://nft.iwc.com
  19. McDonalds https://lnkd.in/eTg4c5cZ
  20. KFC https://lnkd.in/eDvmb6rw
  21. Disney https://lnkd.in/efAHFSRs
  22. Netflix https://lnkd.in/ebNqRUga
  23. H&M https://lnkd.in/eU8YiH9x
  24. Gucci (Kering) https://lnkd.in/estudKCw
  25. Philipp Plein https://lnkd.in/efn8QEKg
  26. Dolce & Gabbana https://lnkd.in/embgKiNj
  27. Prada https://lnkd.in/euK6iqKy
  28. Yves Saint Laurent Beauté (L’Oréal) https://lnkd.in/e567h8eu
  29. Ralph Lauren https://lnkd.in/etm5N2ge
  30. Hugo Boss https://lnkd.in/eB4-gW-B
  31. Burberry https://lnkd.in/ewshTs5x
  32. Hermes https://lnkd.in/e97uxyWB
  33. Givenchy (LVMH) https://nft.givenchy.com/
  34. Marc Jacobs (LVMH) https://lnkd.in/es5Qtzk2
  35. Lacoste https://undw3.lacoste.com/
  36. Zara https://lnkd.in/enDpmW2q
  37. Heineken https://lnkd.in/eyQX9x8X
  38. Red Bull https://lnkd.in/eWM7Urkt
  39. Jack Danielshttps://lnkd.in/eFT2M758
  40. Cartier https://nftcartier.online/
  41. Estée Lauder https://lnkd.in/eyNpCt8b
  42. Balmain https://lnkd.in/eb8aSvzc
  43. GAP https://nft.gap.com/
  44. L’Oréal https://lnkd.in/egFnCZfD
  45. Ray-Ban https://lnkd.in/ebCgvJif
  46. Hello Kitty https://lnkd.in/ey44MMjF
  47. Hyundai Motor https://lnkd.in/e464kjFy
  48. BMW https://lnkd.in/eqa3x2Pe
  49. Skoda (VW Group) https://lnkd.in/eFVFJRQ8
  50. Audi (VW Group) https://lnkd.in/ez_qQVVw
  51. Lamborghini (VW Group) https://lnkd.in/eq2dTM_Z
  52. Nissan https://lnkd.in/eRfhtfMF
  53. Ford https://lnkd.in/eXJZc7vK
  54. Youtube https://lnkd.in/e_nz8Nz7
  55. Mastercard https://lnkd.in/ezmBT4-Q
  56. Visa https://lnkd.in/epPYXn5z
  57. Time Magazine https://nft.time.com/
  58. Budweiser (AB InBev) https://nft.budweiser.com/
  59. Bud Light (AB InBev) https://lnkd.in/ezBmK9_g
  60. Australian Open https://lnkd.in/e-nj_jUZ
  61. McLaren https://nft.mclaren.com/
  62. NFL https://nflallday.com/
  63. NBA https://nbatopshot.com/
  64. New York Knicks https://nyknft.com/
  65. Charles & Keith https://lnkd.in/e7ZRH5Me
  66. LimeWire https://limewire.com/
  67. Instagram https://lnkd.in/ei9Crt4v
  68. Nat Geo https://snowcrash.com/exclusive/natgeo#photographers-section

All of these brands have tried many different aspects of Web3. But there are still unresolved challenges in the area of user loyalty.

Source: google.com

I found Andy Anderson’s “Brands in web3 x 2023” forecast curious.

In particular, here’s what I highlighted.

  1. Multiple meanings of terms. Users lump related terms together despite their different formats, meanings, and technological and functional compositions. Web3, blockchain, NFT, crypto, metaverse, AR, and VR already need to be distinguished and interpreted.

2. “Crypto will be quiet; digital assets will be loud.”

3. Developers will move to enterprise solutions.

4. Brands will lead in 2023 if every major consumer brand prototype publicly.

5. Some of the designs will not pass cybersecurity tests. They’ll be hacked. Some of the projects won’t stand up to competition because too many agencies are competing for the fees they are promised for web3 initiatives. Right now, we need to focus on developing secure and meaningful activations, and deal with the barrier of entry for mass users into web3.

6. Every brand should include elements of consumer protection in its messaging about everything that is done in this area.

7. Lawyers will get rich on licensing, consumer protection, and personal data protection.

What do you think about it?

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