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Six strategies to building successful communities in the Metaverse
Journal of Brand Strategy,
12
(1),
40-48
(2023)
Abstract
To be successful in today’s persistent, connected virtual marketplaces, marketing managers will need a new strategy. For years, marketers have felt that communities existed to serve business needs — but in the metaverse, brands will need to court consumers. For a new generation of ‘Virtual Natives’ new technologies are raising expectations of how brands need to show up in these worlds. As a consultant to some of the world’s biggest brands, Catherine D. Henry shares the recipe to getting it right.
Keywords: web3; metaverse; immersive; tokens; NFTs; loyalty; Customer Relationship Management; CRM
The full article is available to subscribers to the journal.
Author's Biography
Catherine D. Henry is one of the top global experts on the metaverse and Web3 and is a strategic adviser to boards and executive management teams, shaping how the world’s most successful companies will enter, market and monetise this new media landscape. As Senior Vice President of Web3 & Metaverse strategy at Media.Monks, Catherine advises leading global brands on how to enter the metaverse and navigate across platforms, protocols, communities, commercial opportunities, NFT strategies and — deploying her skills as an economist — identify future trends and how the competitive landscape will evolve so companies can best position themselves for success. With an MBA in Marketing from SDA Bocconi School of Management and a master’s degree in Economics, from Johns Hopkins’ University, Catherine brings over 20 years of experience as an institutional investment adviser on frontier technologies in investment banking. A renowned thought leader on global tech megatrends, Catherine is a futurist, a keynote speaker and author of a forthcoming book about GenZ and Web3. Catherine started her career in global financial services at the World Bank and later led institutional sales for private and equity tech investments, heading complex global investment projects and large international teams, travelling actively across four continents, leading 64 markets and over US$1bn in client accounts. Catherine is on the Advisory Board of South by Southwest (SXSW), the Interactive Advertising Board (IAB) and LA Chapter President of the VRAR association.
