Headless Brands
<p>While brands have traditionally been planned and designed directly by corporations, the rise of networked media has challenged the coherence of centrally-managed brand identities. New blockchain-based decentralized organizations take this a step further by giving users financial incentive to spread brand narratives of their own. We introduce the concept of headless brands to explain the community-driven brand dynamics of projects which have no centralized managerial body. We describe some elements of a headless brand’s lifecycle, from formation to adoption, and suggest strategies to maintain a brand’s coherence.</p>
Authors: Toby Shorin, Laura Lotti, Sam Hart
Contributors: Bryan Lehrer
Thank: Darren Kong, John Palmer
Icons: Thomas Helbig
Part of: Other Internet