14 lines
1.9 KiB
JSON
14 lines
1.9 KiB
JSON
{
|
||
"HubID": "2166",
|
||
"Date": "3/1/2023",
|
||
"HubTags": [
|
||
"External Platform Posts"
|
||
],
|
||
"Contacts": "",
|
||
"Companies": "",
|
||
"File": "",
|
||
"Image": "",
|
||
"Summary": "Using IP as a platform for #consumerbrands, what can brands do to leverage this concept?",
|
||
"Notes": "<p>Using IP as a platform for #consumerbrands, what can brands do to leverage this concept?</p><p>IP as platform is a nice description I found to define how consumer brands can turn over their #intellectualproperty to customers to let them create and profit from it.</p><p>This is not new by any stretch, as the gaming industry has used this for a long time.</p><p>We are seeing infrastructure development and early testing by Nike to leverage its IP for its customers. We would expect this from Nike because they have to resources and are a technology-forward brand.</p><p>For most other brands, it’s still too early because the web3 infrastructure to do this is not yet developed enough.</p><p>Here’s two things I recommend brands be doing now to leverage their IP as platform in the future:</p><p>Learn #web3 and start collecting ideas around how to use web3. </p><p>Become an ultra-brand with an engaged and loyal customer base that likes you and stakes their identity on who you are and what you stand for. Without this, consumers won’t want to leverage your IP to create products and profit-share with you. </p><p>I think the future for consumer brands is two options: (a) a no-brand or weak brand which will only exist if they can provide the cheapest product in their category; (b) an ultra-brand that can leverage IP as platform. The middle gets fully hollowed out. </p><p>Each brand needs to decide where they want to be and plan accordingly for how to get there. I estimate the age for IP as platform has begun with Nike, will start to gain traction in 2027-ish and achieve mainstream use in the 2030’s.</p>"
|
||
}
|