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State of Web3 Marketing: Brand = Community
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My guest today is Brennen Schlueter(https://twitter.com/brennenschlu). Brennen has spent a decade building brands at the intersection of innovation and culture including Jordan, Robinhood, Amazon Music, and most recently was Head of Marketing at web3 company RabbitHole. He co-founded web3 marketing community JUMP (https://twitter.com/jumperstweeting). After a decade of investing in crypto, he’s excited to see the expansion of the technology to bring in the next generation of crypto users via web3 brands.
Show Notes:
Brennen’s Core Philosophy and Role
- 2 people - Company & Audience
- Between Company and Audience is:
- Empathy
- Curiosity
- Courage
- Brand definition
- Not the product or company
- Its relationship they are built between a community and the product or services offered
- Brennen’s role as marketer
- In-house audience advocate
- Intersection of brand and tech and culture
What is the evolution of marketing? - How did we get here?
- Shouting AT you
- Becomes a conversation
- Now, a complete blur of the line between brand and community, ownership of a brand by its community
What is the current state of Web3 Marketing?
- Hype and financialization
- Not a lot of great businesses…yet.
- Great ideas, theories and experiences
- UX and Comms - reminiscent of internet in early Web2
- Brands starting to listen - the Web3 community is incentivized to shout (write twitter threads) about why they love a brand
What is the future of Web3 marketing?
- Communication - progressive decentralization
- Data - Avoid top-of-funnel, bc on-chain data is pure conversion data
- Empathy - embrace the Web3 perception problem in campaigns like Brennen did here https://thedefiant.io/airdrops-data-dive and https://twitter.com/brennenschlu/status/1575605593724682240?s=20&t=Q0JCeMo8z1lv0YHjPBdCRw
- MarTech - complete reboot to accommodate new community/brand dynamic
- Perception - abstract away blame on the underlying technology for core societal issues
- Internal - Mktg and brand face massive restructure
- Diligence - stress test this technology against all of our human anxieties
What are some Web3 brands to watch?
- Rainbow - beautiful design
- Doodles - here to make the world smile
- Bankless - full control of finances without traditional finance involvement
- Others from brennen - https://twitter.com/brennenschlu/status/1584249429862731776?s=20&t=Q0JCeMo8z1lv0YHjPBdCRw
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