Headless Brands

Concept

= "community-driven brand dynamics of projects which have no centralized managerial body." [1]

Article

* Article: Headless Brands. Bh Laura Lotti, Toby Shorin, Sam Hart. The Other Internet, October 02 2019

URL = https://otherinter.net/HeadlessBrands_OtherInternet.pdf

While brands have traditionally been planned and designed directly by corporations, the rise of networked media has challenged the coherence of centrally-managed brand identities. New blockchain-based decentralized organizations take this a step further by giving users financial incentive to spread brand narratives of their own. We introduce the concept of headless brands to explain the community-driven brand dynamics of projects which have no centralized managerial body. We describe some elements of a headless brand's lifecycle, from formation to adoption, and suggest strategies to maintain a brand's coherence."