How paradigm shifts in World Wide Web versions directly influence major changes in brand models and the branding practices attached to them

Abstract

Paradigm shifts in digital media, specifically the World Wide Web, directly influence paradigm shifts in brand models and the branding practices attached to them. This paper explains the transformation in brand models that is being driven by the move from Web 2.0 to web3 and the implications of the transition from a participatory Internet to an ownership Internet. The full implications are significant and still evolving, but one of the biggest challenges for brand owners and managers is the continued shift from centrally managed and owned brands to distributed collaboration, contribution and ownership for brands. This paper proposes that this may require moving from conceptualising brands as monolithic entities and instead viewing them as modular collections of attributes and assets that can operate and evolve independently yet are still able to resolve into a unified idea or set of ideas. Looking at emerging ideas in art and creativity, this paper presents a set of potential implications for the future of the brand. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/