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Brief Published: 24 Jun 2021

Three-Minute Trend: What the Hell Are Headless Brands?

As we discussed in our Community + Commerce Spotlight, the relationship between brand and consumer has evolved into one of collaboration and co-creativity. One of the most exciting new phases of this trend will be powered by DAOs (decentralised autonomous organisations) – also known as 'headless brands'.

DAOs are essentially member-owned communities where, instead of a top-down entity like a CEO defining the rules, everything is governed by a smart contract on the blockchain. This means that decisions have to be made collectively, since no one can alter this contract without everyone seeing, as it's open and transparent on the blockchain (see Unlocking Virtual Economies for more on DAOs).

Headless brands are already emerging in fashion and media. In this Three-Minute Trend, Christian Ward, head of Brand Engagement & Multimedia Strategy, takes a look at the implications of DAOs for brands in every industry.

In this time of accelerated change and global volatility, Stylus' Three-Minute Trend videos offer short, sharp insights into the business challenges and commercial opportunities that matter right now, whatever industry you're in.