Video shot at The CMO Club Innovation Forum in West Hollywood, Calif.
If you’re given the choice between being a consumer or a stakeholder of your favorite brand…, which would you choose?
This is an important consideration for brands in the next web.
Oftentimes brands and businesses in general think transactionally.
Since the pandemic the digital transformation led to the digitalization of a lot of touchpoints in a customer journey.
But if you think about that, where’re digitalizing the analog process in a sort of catch up and offer touchpoints that consumers expect.
That’s not innovation, that’s iteration. Innovation is creating a new value: even before we get to Web3 we have to think about value.
What does the evolving consumer value? And what does the consumer not know to value so we can deliver the value to them and they’ll love it when they see it?
That’s really about experience and Web3 isn’t just about tokens or NFTs or this evolution of the metaverse, each of these decentralized platforms offer the ability to create immersive, hybrid, IRL/online experiences.
Think of an internet where you take your wallet to different open networks where you’re immersed in worlds where your digital assets and you as an individual travel seamlessly.
Brands will have to catch you and so that means that they can’t just think transactionally they’re gonna have to think experientially. This shifts in the two areas that are important for brands, beyond brand design.
We have to think about relationship design in the decentralized world and also experience design.
Those experience can only be imagined, we can’t take what used to exist and take it into an entirely new world.
That’s why I’m excited about the future.
Brian Solis | Author, Keynote Speaker, Futurist
Brian Solis is world-renowned digital analyst, anthropologist and futurist. He is also a sought-after keynote speaker and an 8x best-selling author. In his new book, Lifescale: How to live a more creative, productive and happy life, Brian tackles the struggles of living in a world rife with constant digital distractions. His previous books, X: The Experience When Business Meets Design and What’s the Future of Business explore the future of customer and user experience design and modernizing customer engagement in the four moments of truth.
Invite him to speak at your next event or bring him in to your organization to inspire colleagues, executives and boards of directors.