Thread by @jackbutcher

decentralized brands are harder to build but harder to kill

networks that push narrative

vs

networks that build and defend consensus together

this is not just about money

it's a philosophy that extends to any network

now these networks can be built on top of networked money

increasing the incentive to build and protect

natively decentralized brands let their community remix IP from day one (@nounsdao)

emigrating decentralized brands are building towards it (@adidasoriginals)

eventually it won't be a choice

https://twitter.com/jackbutcher/status/1466559135605043205

akin to the wright brothers filing lawsuits while others take flight

this approach is a full 180 degree pivot for big brands that usually spend months deciding on a color or a font

I recount from many years of frustrating experience

not a perfect analogy but the leverage disparity between online vs. offline ventures will soon be applicable to on-chain vs. off-chain

"show me the incentive and i'll show you the outcome" – famous crypto skeptic

testing part of my thesis here

memeing crypto-curious brands into engaging with communities in ways that would normally never make it past the first conference call

another good example is budweiser w/ beer.eth & their tom sachs rocket purchase

foundation.app/@visualizevalu…

bottom-up vs. top-down is very hard for brands that are usually shaped by a single or a few visionaries, but for many this will be an advantage

one way to think about an established brand having a "culture api" that they open source to rapidly grow their network

a/b testing on steroids

with attribution that still makes it possible to differentiate what comes directly from the brand, and what's a community derivative, amplified and validated by the same network that made it

I am not in the "web3" fixes everything camp, quite the contrary

but I think I have a good grasp of network effects and brand building

we will see