Words of Branders
2 BRANDERS MAGAZINE • 2019
Branders
BRANDERS MAGAZINE • 2019 3
“Quotes”
Issue 26 | April 2022
“Magic happens when companies take steps to become the brand their community wants, rather than trying to convince them they are that brand today.” Patrick Hillmann
Global Chief Communications Officer at Binance
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“Quotes”
Issue 26 | April 2022
“Branding is the management of meaning. Its principles are vital if you want to inspire customers, talent and partners - its especially relevant therefore in relation to complex new tech offerings” Matt Davies
Leadership Brand & Culture Consultant | mrmattdavies.me
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Contributors Felicitas Molina Project Manager at Accenture Fernando Rodriguez Innovation & Tech Director at 4am Saatchi & Saatchi Costa Rica Antonella González Paid media at 4am Saatchi&Saatchi Costa Rica
Branding & Tech Jenna Isken Group Director, Experience at Siegel+Gale Jimi Daodu
Exploring the impact of Branding in the rise and uncertainty of Digital Currencies & new technologies in Immersive Experiences. Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com
Founder & CEO at Vault Hill
Sales Director: Carolina Gomez carolina@vrandgroup.com
Juan Merodio
Community Manager: Elizabeth Gomez branders@vrandgroup.com
Founder & CEO at TEKDI Institute Patrick R. Hillmann Global Chief Communications Officer at Binance Matt Davies Leadership Brand & Culture Consultant Nat Mark Partner and Creative Director at MW Cultural Branding Carolina Gómez Partner at Branders Magazine
Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara Design: Vrand Design Stock photos credits: Frepik.es Pexels.com Unsplash.com Cover Picture: Freepik.es www.brandersmagazine.com
The contents of this publication are exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization. Branders Magazine 2022
CONTENTS B RAN D E RS M AGA Z I NE - I S S U E 2 6 | A P R I L 2 0 2 2
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INTERNET
The future of a World without cookies
VIRTUAL REALITY
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12
BITCOIN
Virtual reality for real brands
Bitcoin as opportunity for brands
TECHNOLOGY Web3 Technologies: Reshaping the Future of Brand
20 BRANDING
Metaverse, branding and beyond
22 BRANDGADGETS/
18 EXPERIENCE
Immersive Experiences: Escapism with Brand ROI
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[B ]R AE ND DI TI ON RG ’ S L E T T E R
Carolina Gómez Partner at Branders Magazine Sales Director @brandersmagazine
Branding, Digital Currencies & Immersive Experiences
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xploring the impact of Branding in the rise and uncertainty of Digital Currencies & new technologies in Immersive Experiences. Branding is the core, heart and soul of a Brand. Branding involves public perception and can be the difference between what makes the brand a market success or a failure. And in the new technology space that includes digital currencies, there’s a missing link: several brands within the cryptocurrency industry are missing a clear brand strategy outline. There are numerous opportunities for branding to prosper when it comes to digital currencies. Simply finding a niche market and attracting a specific audience can mean the difference between growth or failure for a coin. 2021 was a big year for digital currencies. But what’s next in 2022? We’ve seen crypto hit multiple new all-time high prices over the last few months, followed by big drops and more corporate buy-in from major companies. Also, US, Latin America & EMEA government officials have increasingly expressed interest in new regulations for cryptocurrency. The institutional money that has been pouring into cryptocurrency over the last few months has begun to change the power structure of the market. Today, many well-known brands are looking to leverage digital currencies to their advantage. For instance, KFC recently declared that it would allow
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Canadian customers to purchase certain menu items using Bitcoin. Another brand, camera company Kodak announced that it would be rolling out its own cryptocurrency, Kodakcoin. In terms of Branding, building trust and credibility in the crypto space is in the eyes of consumers, easier if you’re not a government entity. Weight-in in the antiregulation code or premise of crypto’s origins: decentralization. Either way, it certainly presents opportunities for brands in technology and related fields to become trusted partners & top industry players. Another big role for Branding in this industry is ‘transparency’, a key factor that plays in the success of a crypto brand. Transparency is even more important than exposure or visibility. Building credibility and trustworthiness should be the main component in any branding strategy for cryptocurrency founders. In this edition, we learn how to leverage these new technologies to create exceptional brand strategies and will also explore new breed industries in this space such as digital currencies and a new wave of experiential marketing tools. We are happy to announce our latest edition “Branding & Tech: Digital Currencies & Immersive Experiences” with a world-class group of experts including Jimi Daodu, Matt Davies, Patrick Hillmann, Nat Mark, Juan Merodio, Felicitas Molina, Jenna Isken, Terri Goldstein, Fernando Rodriguez, among others! We are excited about this edition! We hope you enjoy it!
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YOUR BRAND’S PRESENT. HER FUTURE.
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