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The evolution of branding in Web3: Towards headless brands?
Journal of Brand Strategy,
11
(4),
298-305
(2023)
Abstract
Headless brands challenge the idea that a brand is centralised and our assumptions about what a brand is and how it works. Headless brands refer to community-driven brand dynamics, without a centralised managerial body. This paper shows the rise of headless brands, how the idea of branding evolved, as well as the challenges they face. To do this, it illustrates the wider context of evolving brandconsumer relationships and explores how fandom, communities, cryptocurrencies and decentralisation are transforming the very nature of what a brand can be. It concludes by discussing how brands can take advantage of these trends to remain future fit.
Keywords: headless brand; blockchain; cryptocurrency; brand engagement; Web3
The full article is available to subscribers to the journal.
Author's Biography
Nathalie Brähler is a multiple award-winning creative marketer and brand strategist. She has carried out projects in Europe, Middle East, Russia and South Africa. She discovered Blockchain technology and decentralisation in her quest to create fairer business systems for people. Since 2017 she has set up and taught university courses at the bachelor’s and master’s levels, where students learn to ideate fairer, decentralised business concepts. At Cartesi, she is rebuilding the brand to make it live and grow in Blockchain and mainstream markets. Nathalie has been a speaker and jury member at several international festivals: SXSW 2019 and 2022, Brasil em Codigo, WHOW! Innovation Festival, Mobius Awards, Pecha Kucha, Festival of Games, Crystal Awards, LeBook, PICNIC Amsterdam.
