Why Web3 Marketing Failed: Diego Borgo on Brand Strategy, AI and Blockchain

Diego Borgo has helped develop Web3 strategies for brands including Adidas, Porsche and Mastercard. In this episode, he explains why many corporate blockchain and NFT projects failed, and what brands should do differently.Much of Web3 marketing prioritised hype, technical jargon and short-term attention over clear customer value. Brands launched tokens, NFT collections and online communities without establishing why their audiences should care or how the technology supported a broader business strategy.Diego joins Mark and Jeremy to examine what went wrong and how marketers can approach emerging technologies more effectively.We discuss:Why many Web3 marketing campaigns failedHow brands mishandled customer onboardingWhat makes technology-led communities valuable and sustainableWhy artificial scarcity and superficial engagement rarely build trustDiego’s “See the Unseen” framework for identifying market shiftsWhere AI and blockchain can create practical business valueWhat marketers misunderstand about decentralisation, culture and ownershipHow executives should evaluate Web3 projects before launching themThis episode is a practical discussion about Web3 marketing, brand strategy and emerging technology. It’s intended for marketers, strategists and executives deciding whether blockchain, AI or digital ownership belongs in their business.Please enjoy the show.--Follow Diego: https://x.com/don_borgo --Chapters(00:00) Disruptors And Curious Minds(00:35) The Problem With Web3(01:56) Welcome To The Show Diego Borgo(02:19) Simplifying Web3 for Your Family(06:14) Audience Infrastructure in Web3 - What Did Brands Get Wrong?(09:52) Short-Term vs Long-Term Brand Strategies(12:31) The Web3 Echo Chamber(14:53) Meet People Where They Are(16:56) Web3 On-boarding Is Patronizing(17:58) Hot Buttons(19:04) What Has Diego Changed His Mind About Regarding AI(23:08) Decentralized AI(28:19) Trust (30:31) Follow On Question: AI And Blockchain Scaling(32:54) UBI And Diego's Question For WorldID(35:11) Backstage After Show--Full episodes and archives: www.thinkingonpaper.xyzWatch On YouTube: https://www.youtube.com/@thinkingonpaper/videos--