Brand Strategy for Collective Networks
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Brand Strategy for Collective Networks
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My guest today is Alexa Lombardo (https://twitter.com/alexa_lombardo ), a seasoned brand strategist who truly embodies the web3-native idea of a contributor. She has her own agency called Atomic No. 8. She is a primary strategy contributor at Gitcoin, one of the oldest brands in Web3, that creates tools to fund what matters. Alexa started her career in corporate strategy at major health and beauty brands including Estee Lauder and Unilever before moving to the brand strategy side. Curious about the difference? Don’t worry we will cover that in the show. After discovering web3 and the ability to bring people together to effectuate a purpose, Alexa has gone deep into what it takes to build a sustainable future for this space. We get a masterclass on building thriving communities and the history of collectives.
We Discuss:
Alexa’s forced inflection point into web3 when iOS changed the default to disable tracking across apps
Community owned brands - everyone is empowered to be a marketer, developer and more
Follow your passions
What is strategy? Brand vs Business Strategy
- Either solving problems or building solutions
- Don’t build solutions for problems that don’t exist
- Don’t continuously looks for problems
- Find then balance
Tools trying to bridge the gap NOTE TO SELF TO FIND WEBSITES
- Cocreate
- Unlock
- Playground
What is community management?
- Everyone in a community is a community manager
- Shilling is WOM marketing but requires deeper meaning than price go up
Collectives have had many names - Unions, Coops, and DAOs - they are all based on basic human psychology
Organic Community Building
- Start with a vision
- Figure out how to cocreate
- Facilitate communication
- Set specific steps to build end product/service
- Set incentive structures and evolve them over time
Chapters
0:00 Alexa’s Founding Story
6:37 Corporate vs Brand Strategy
21:47 Building thriving communities Pt. 1
31:01 Collective Networks - DAOs, Ecosystem and Humans
45:18 What is Gitcoin? Funding what matters
52:09 Building thriving communities Pt. 2
1:07:16 Closing Questions
Thanks for listening! Did you know you can also watch the show on YouTube? Just hit the link below and don't forget to subscribe!
Web3 w/ Me - YouTube