#92 Untangling: Web3's Branding Problem with Diego Borgo

In this episode of Untangling Web3, brand strategist and Web3 expert Diego Borgo explores the challenges and opportunities of branding in the decentralized space.

With extensive experience advising global brands like Adidas, Prada, Mastercard, and Porsche, Diego shares insights into the evolving perception of Web3 and how brands can adapt to the changing digital landscape.

Key highlights:

• The Branding Problem in Web3: The term "Web3" carries a branding challenge due to its association with scams, speculative trading, and complex technology. Many mainstream brands and consumers perceive it as a high-risk space, making it difficult for businesses to position themselves within the industry.
• Reframing the Narrative for Mass Adoption: For Web3 to achieve widespread adoption, brands need to shift their messaging away from technical jargon like "decentralization" and "zero-knowledge proofs" and instead focus on tangible benefits. Successful branding strategies must highlight real-world applications, ease of use, and how blockchain technology improves customer experience.
• Building Trust and Utility in Web3: Trust remains a major barrier for mainstream adoption. Many companies struggle to communicate the practical value of blockchain beyond speculation and trading. To overcome this, brands must emphasize transparency, security, and user-centric design to attract and retain non-crypto-native users.
• AI and Web3 as Complementary Forces: The rise of AI presents both a challenge and an opportunity for Web3. AI-powered automation is simplifying complex blockchain interactions, reducing the need for technical knowledge. In the future, AI agents could act as intermediaries between users and decentralized systems, removing friction and making Web3 more accessible.

Web3 branding needs a fundamental shift from its current perception of being technical, speculative, and difficult to understand. To reach mainstream audiences, companies must prioritize trust, user experience, and clear messaging that resonates with non-technical consumers.

The convergence of AI and Web3 offers a promising path forward, where automation and intelligent systems make decentralized applications more accessible and integrated into everyday life.

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This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:

https://vebetterdao.org/

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Learn more about Web3 at:

https://untanglingweb3.com/

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Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at theuntanglingweb3podcast@gmail.com.

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The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.