The Issues Ahead
Amidst the gold rush of NFTs are other concerns. Most pressingly, the environmental effects of blockchain tech will only intensify as the market continues to grow. Beyond the environmental concerns, there’s also the worry that, as with any speculative market, the NFT art world may soon lose its allure, and the bubble will burst. All of that can easily prompt a brand to stay cautious; but, if an NFT bubble is a possibility, it’s also entirely possible to imagine that NFTs will become a staple in our increasingly-digital world.
As with any new platform, the potential for brand partnerships is still up for grabs. The major takeaway is, for a brand to engage with novelty effectively, there must be purpose beyond trying to appear relevant. There must be intention behind the engagement, with smart use of the platform’s unique qualities. Thus, the most effective way to actually add value to the cultural landscape is by working with in-touch creatives.
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Until next time,
Brenda + Doug