In this round of branding evolution, we're seeing a truly transformative shift. The power dynamic between consumers and brands is changing, moving from a traditional top-down model to a more egalitarian process of co-creation. Yet, even though consumers (aka "we") are often the ones driving this change, they rarely see any financial gain from their contributions. 🤨

Here's where Web3 comes in. It makes co-creation easier by coordinating human effort and giving people the recognition they deserve. Just look at big-name brands like Starbucks, Glossier, and Nike. They've all embraced this new way of doing things. This piece of Aleksija Vujicic explores why we're going to see even more brands using tokens to connect with their communities. 💎