Web 3.0: The Dramatic Shift In Branding

Web 3.0 is on the way. There is little doubt in my mind of this. We are seeing the foundation being put in place that will radically alter most industries. Since we would be hard pressed to find one that is not affected by the Internet, the next iteration is going to have a major impact.

The other day we explores how Hive could replace Twitter. It is built upon the simple thesis that a decentralized database that anyone can access makes the traditional social media companies nothing more than front ends.

Because of this, we are going to see a major shift in how brands are built.

Web 3.0 is about, in part, giving individuals ownership of the Internet. Instead of being controlled by major corporations, we will be dealing with a realm whereby community members have control over their data, the revenue generated from the application, along with any enhanced monetary value that might be realized.

At present, this is not something we see.

So how is this going to affect the branding strategies employed?

Let us take a look.

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What Is A Brand

We should start with the concept of what is a brand?

From Investopedia we see this:

The term brand refers to a business and marketing concept that helps people identify a particular company, product, or individual. Brands are intangible, which means you can't actually touch or see them. As such, they help shape people's perceptions of companies, their products, or individuals. Brands commonly use identifying markers to help create brand identities within the marketplace. They provide enormous value to the company or individual, giving them a competitive edge over others in the same industry. As such, many entities seek legal protection for their brands by obtaining trademarks.

Reading through this it makes sense. There is also something that pops out at us:

As such, many entities seek legal protection for their brands by obtaining trademarks.

Here we see the turning to legal protection. This is an area that is very questionable going forward. If we have data built on decentralized databases, and anyone can access it, will legal protection really offer anything? After all, isn't the concept of intellectual property at risk of being completely upended?

That isn't to say there will not be a place for such activity. However, as the main defense or value proposition, it is likely not there.

As for the rest, certainly identity and recognition are important. Today, it helps people to assign a certain idea, mood, or concept to a particular company. The brand of McDonalds and Outback Steakhouse are completely different.

There is one major change, however, that is going to take place with the new model we presently see being introduced.

Trust On Steroids

Web 3.0 is going to be open. There will be a lot more that is permissionless. For this reason, trust is going to be very valuable. People must learn to be leery. We saw that already in the cryptocurrency world. This is not going to change. Governments, we we will see, are going to be of little use in this area. Hence, people will need to develop alternate trust mechanisms.

One of these is going to be the brand a project, or more importantly, a team carries. Those that prove to be reliable and genuine will see their projects grow. As communities begin to integrate with other applications, the reputation is going to be vital.

The largest communities will be the ones that are most trusted. Bad actors will be flushed out rather quickly. Anything that is questionable will be brought to light. Dependence upon individual instinct along with the insight of others is paramount.

This is something that not only reflects upon companies. We are going to have the same thing filter to individuals.

Celebrity Is Useless

In our culture today, for some reason, celebrity is esteemed. We see this in many facets of our lives. Even in advertising, companies hire celebrities to endorse their product. Does it really matter if Sean Penn uses a particular brand of soap? Of course, we are leaving aside the fact that he was paid and likely doesn't even use the product.

As an aside, I am going to head out on a limb and state that I don't think Robert Wagner actually used a reverse mortgage.

Instead of celebrity, those who are shown to be reliable and trustworthy within a community will be the ones to stand out. This is not going to be something where a YouTube star necessarily has all the clout. In fact, they will come under fire for not being genuine.

This is a process that could be starting with the crypto YouTubers. We know their interest in Web 3.0 and cryptocurrency solely rests on the ability to monetize on Web 2.0. This is showcased when they get booted off. Do they move to Web 3.0 applications?

Of course not. They take to other Web 2.0 platforms and holler about how they are being targeted. It is evident they want to talk about Web 3.0, just not use it.

Alignment Of Values

Communities are going to attract those individuals who align with their values. Those who enter only to cause mischief will end up being ostracized. The Internet is going to shift to one of volunteerism where people have many different choices. If something is tainted, they will have other options.

Here is where account and asset ownership enter. The fact that whatever people earn is in their own wallet is a major change as compared to Web 2.0. Also, when we factor in the ability to switch applications yet still retain one's following, that is huge. Unlike today, one's entire digital circle doesn't just instantly disappear.

Projects, communities, and companies are going to have to tap into this. We are seeing a completely new business structure emerge. For this reason, all involved are going to adapt.

Unfortunately for some, they will still operate under the old mindset, likely ruining their reputation long before Web 3.0 really kicks off.

Brand is going to be even more important for both individuals and companies in the future.

Are you working on yours?


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Bang, I did it again... I just rehived your post!
Week 115 of my contest just started...you can now check the winners of the previous week!
!PIZZA
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I am absolutely working on mine.

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Mr. POSITIVITY.

That being taken care of.

Web 3.0.

It is going to take, for a lot of people, the only thing that is left for them to become part of the revolution.

How many people do I talk to everyday and get a shrug. It is amazing.

So you are on Facebook? YouTube? Snap chat? Twitter? The list goes on. Then the question I ask. What if you can get rewarded/paid for what you are already doing? What if they shut down your account? That won't happen on Hive/web 3.0.

Then you get that look, who cares look, and the shrug of the shoulder.

I find most people are lazy with their online activities. Could not care less. Use to what they are use to.

The struggle is real in the conversion.

It will come with time. I am thankful I am here and I understand.

All that being said. I am Positive about the future of Hive and web 3.0.

!BBH

!ALIVE

!CTP

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People are not ready to transition. We have to approach those who are already in the market ie those either displaced or at risk of being displaced by traditional social media. They are the ones who might be open to changes.

Those who are happily posting on traditional social media are only going to keep going until we are well into the paradigm shift.

They are going to be the masses who all adopt at the same time.

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Because this is such an awesome post, here is a BBH Tip for you. . Keep up the fantastic work

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No doubt about it. My guess is larger companies and content creators will need away to allow an outside user limited authority access to their account. This way they can have a person or company to manage content creation and scheduling of content. Also to allow customer service respond to comments on the content. Not all of us want to be a one man show like me.

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Companies that are built on a blockchain like Hive wont have a choice. The account management system is already at the base layer so they have to just accept the fact that users can change apps very quickly.

This is why branding built around other things than locked in control via the database is going to have to enter.

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I don't think I've started with the right foot when it comes to personal branding here on Web 3.0. I focused more on the socialization thing.

However, if I launch a business, branding will be a main focus because it's the foundation of building trust which is a very important metric in web 3.0.

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In my view, you are already a business. Each person who is engaging on Hive is monetizing what they do.

To me, that equates to the new Web 3.0 business model. Even when socializing, what is one bringing to the table? How does that fit in with what they are doing elsewhere on chain?

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Yes, the Web 3.0 model is structured that way right from the beginning.

There's little to no difference between a personal account and a business account.

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Web3 is still in its initial stage and a lot needs to be done in terms of mass adoption.

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That is true. A lot of infrastructure needs to be built out. But that doesnt mean it is not time to start building on our own brands.

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feeling that sense of freedom thanks to Web 3.0 will help us not to be dominated by large corporations worldwide

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Working on a few actually, lol. This is all true and this is the kind of message that needs to be preached really as far as 'Web 3.0' is concerned.

I see people really misconstruing what Web 3 means. In some spaces, they think it's just a way to get something for nothing because they are spoiled with airdrops of useless tokens and digitized jpegs. This is the message that needs to get out there!

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To me it all start with the infrastructure and the decentralized nature of the databases. Without that, you are not dealing with Web 3.0. Instead it is just a reworked version of the siloed system we all know and despise.

Things are going to change rather quickly. By the way, looking forward to your appearance on Tuesday.

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would enjoy seeing anything replace twitter lol

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My view is that if we get the database built on Hive, meaning that is where the data is fed to, then it is a matter of new front ends tapping into it.

This could be huge.

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Traditional social media like Twitter, YouTube, and Facebook as front-ends? I like that.

I think you also published that content during my early months here on Hive comparing comments to billboards and part of building one's personal brand.

Those that prove to be reliable and genuine will see their projects grow.

And that is why parasites have no place in such an environment.

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Well if the data is on a decentralized transparent blockchain, than anyone's activity can be compiled in a front end. What would make twitter and facebook special in that instance.

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In that case, only a lack of knowledge of the advantages provided by a blockchain for Web 3.0 like Hive will prevent people from migrating.

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I am also working on my own brand. I guess most of it is just commenting and also my Splinterlands/Rising Star content.

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Excellent post, but I don't think celebrity endorsements will go away with Web3. They'll likely get more sophisticated. You'll see fewer celebrities shilling projects they haven't actually tried, just to make a buck. Celebrities are key influencers and I can see them getting into the endorsement game as actual users of a product, which is the way it should be.

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Celebrity will likely take on a different meaning if we are going to use the term. It could be community "leaders" based upon whatever the community decides is worthy of esteem. These are the ones others might follow.

Celebrity will also have to lead.

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Yeah, I do believe certain platforms can generate their own celebrities. That can certainly happen.

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