r e v e li e m a b I’   02 To grow a customer base, it will soon Brands like Doodles are already proving the become essential for brands to engage business model. The Doodles NFT project is their communities— a profile picture collection from artists that portrays different cartoon characters with or build a new one, if they have the joyful pastel color combinations. It launched permission space. The next generation of in the middle of an NFT frenzy but, instead brands will be built as communities first, and of going big right out of the gate, it built a then turned into brands that benefit from dedicated, tight community of fans who the proactive participation of a community. were financially and emotionally invested in This is a huge step forward from the long- the brand—a rare combination in a space established model whereby founders have known for speculative investment and + omit text; letters, algorithm version 3, aspect ratio 3:2, change 100 making a quick buck. As Doodles has grown, defined a brand, advertised, and then so has participation, with customers taking a engaged in sales. In a Web3-enabled world, 36 a founder might start with community, define proactive role in shaping its future. the brand with them, and only then start to market and monetize. Copyright © 2022 Accenture. All rights reserved. 24