In this episode of the Web3 Marketing Association Podcast, hosts Suresh Balaji and Dave Wallace are joined by Diego Borgo, brand consultant, advisor, NFT collector, and educator, to explore what it takes for brands to enter the metaverse responsibly and meaningfully.

Diego shares his journey from 18 years in digital marketing to advising Fortune 500 companies like Adidas, Unilever, Volkswagen, and Salesforce on Web3 strategy. His work spans three pillars: consulting global brands on how to engage with Web3, advising NFT-native projects at the cutting edge of innovation, and educating through panels, keynotes, and his new Nas Academy Masterclass on how brands should enter the metaverse.

The conversation highlights a critical mentality shift—from consumers to co-creators, from one-way communication to community collaboration. Diego explains how leading brands are already thinking in terms of perpetual royalties for artists, shared ownership models, and “win–win–win” outcomes where brands, creators, and communities all benefit.

They also discuss the challenges of user experience, onboarding, and community engagement. Discord, while central today, is seen as a “necessary evil,” with better solutions on the horizon. Diego emphasises the importance of frictionless entry points—like fiat payments and digital collectibles—to bring mainstream audiences into Web3 without overwhelming them with technical barriers.

For marketers, this episode underscores the opportunity—and responsibility—of embracing Web3 as more than a technology trend. It is a cultural shift towards decentralisation, collaboration, and community-powered brand building. Diego argues that the brands willing to adapt will not only survive this transition but may redefine what brand power means in the digital age.