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.
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:
- Adidas https://lnkd.in/e6YAa3fv
- Starbucks https://lnkd.in/e9FxsZ5B
- Tiffany & Co https://nft.tiffany.com
- Louis Vuttion https://lnkd.in/epsJWZCc
- Hennessey (LVMH) https://lnkd.in/evFSq_zf
- Nike https://lnkd.in/ejcAHPR4
- Puma https://lnkd.in/ez7GhnyM
- Nivea https://lnkd.in/eVZQSHqu
- Trix (Nestle) https://lnkd.in/eEdtNAUG
- Porsche (VW Group) https://nft.porsche.com
- Rimowa https://lnkd.in/eCQNGzm3
- Pepsi https://lnkd.in/e2gq4geM
- Hublot (LVMH) https://lnkd.in/eAJ-DhHD
- Panerai https://lnkd.in/eMxcpdgV
- Tag Heuer https://lnkd.in/eAv-6ZpN
- Timex https://lnkd.in/evFYmwxb
- Jacob & Co. https://jacobandco.com/nft
- IWC https://nft.iwc.com
- McDonalds https://lnkd.in/eTg4c5cZ
- KFC https://lnkd.in/eDvmb6rw
- Disney https://lnkd.in/efAHFSRs
- Netflix https://lnkd.in/ebNqRUga
- H&M https://lnkd.in/eU8YiH9x
- Gucci (Kering) https://lnkd.in/estudKCw
- Philipp Plein https://lnkd.in/efn8QEKg
- Dolce & Gabbana https://lnkd.in/embgKiNj
- Prada https://lnkd.in/euK6iqKy
- Yves Saint Laurent Beauté (L’Oréal) https://lnkd.in/e567h8eu
- Ralph Lauren https://lnkd.in/etm5N2ge
- Hugo Boss https://lnkd.in/eB4-gW-B
- Burberry https://lnkd.in/ewshTs5x
- Hermes https://lnkd.in/e97uxyWB
- Givenchy (LVMH) https://nft.givenchy.com/
- Marc Jacobs (LVMH) https://lnkd.in/es5Qtzk2
- Lacoste https://undw3.lacoste.com/
- Zara https://lnkd.in/enDpmW2q
- Heineken https://lnkd.in/eyQX9x8X
- Red Bull https://lnkd.in/eWM7Urkt
- Jack Danielshttps://lnkd.in/eFT2M758
- Cartier https://nftcartier.online/
- Estée Lauder https://lnkd.in/eyNpCt8b
- Balmain https://lnkd.in/eb8aSvzc
- GAP https://nft.gap.com/
- L’Oréal https://lnkd.in/egFnCZfD
- Ray-Ban https://lnkd.in/ebCgvJif
- Hello Kitty https://lnkd.in/ey44MMjF
- Hyundai Motor https://lnkd.in/e464kjFy
- BMW https://lnkd.in/eqa3x2Pe
- Skoda (VW Group) https://lnkd.in/eFVFJRQ8
- Audi (VW Group) https://lnkd.in/ez_qQVVw
- Lamborghini (VW Group) https://lnkd.in/eq2dTM_Z
- Nissan https://lnkd.in/eRfhtfMF
- Ford https://lnkd.in/eXJZc7vK
- Youtube https://lnkd.in/e_nz8Nz7
- Mastercard https://lnkd.in/ezmBT4-Q
- Visa https://lnkd.in/epPYXn5z
- Time Magazine https://nft.time.com/
- Budweiser (AB InBev) https://nft.budweiser.com/
- Bud Light (AB InBev) https://lnkd.in/ezBmK9_g
- Australian Open https://lnkd.in/e-nj_jUZ
- McLaren https://nft.mclaren.com/
- NFL https://nflallday.com/
- NBA https://nbatopshot.com/
- New York Knicks https://nyknft.com/
- Charles & Keith https://lnkd.in/e7ZRH5Me
- LimeWire https://limewire.com/
- Instagram https://lnkd.in/ei9Crt4v
- 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.
I found Andy Anderson’s “Brands in web3 x 2023” forecast curious.
In particular, here’s what I highlighted.
- 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?