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State of Web3 Marketing: Brand = CommunityWeb3 w/ Me
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.
Brennen’s Core Philosophy and Role
- 2 people - Company & Audience
- Between Company and Audience is:
- 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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