r e v e li e m a b I’   02 The impact this evolution has on brands is yet to be fully explored, but we believe those who are open to experimenting with Web3-enabled communities will enjoy stronger two-way relationships with their customer base. Brands must remember at all times that tokens are just a vehicle—customers will buy a benefit. For 30 years, many people have lived in an experience economy, but this trend pushes things somewhere beyond experience to participation and ownership. The shallower the control, the less meaningful the play but, conversely, the more control is distributed, the less autonomy a brand retains. The key question is: how much control are brands prepared to divest to fans so that they feel a sense of belonging, and the brand can grow? How much is belonging worth? + aspect ratio 3:2, change 100 Copyright © 2022 Accenture. All rights reserved. 30