Brand new world: how smart companies are building communities, not just customers

The Star

12-06-2025

While President Trump and Elon Musk were going at it like Ike and Tina, something far more interesting was happening in the background. The Trump administration's GENIUS Act isn't just another boring government bill – it's basically America's official "we're going all-in on Web3" announcement. What is Web3?
Web3 represents the next evolution of the internet – from Web1's static websites to Web2's social platforms, and now to Web3's decentralised networks where users can own digital assets, participate in governance, and share in value creation. Think blockchain technology, digital tokens, NFTs, and community-owned platforms. Instead of tech giants controlling everything, Web3 promises shared ownership and transparent, community-driven ecosystems.
For brands trying to figure out what on earth comes next, this is the clearest signal yet that the old playbook is getting tossed out the window. Welcome to the network effect economy
Here's the thing about Reed's Law that business school probably didn't teach you: when networks grow, they don't just get bigger – they get exponentially more valuable. Every new person who joins doesn't just add one more connection; they create new groups, communities, and possibilities that benefit everyone already there.
This isn't theoretical anymore. The real-world asset market just exploded 260% to $23 billion this year, and brands are suddenly realising they're not just selling stuff – they're building ecosystems. Think about it: every customer who joins your brand's digital community potentially makes that community more valuable for everyone else. It's like the difference between running a store and building a city.
We're also seeing the rise of super apps – all-in-one platforms that combine social media, payments, commerce, and communication. Think WeChat in China, but imagine if X (Twitter), Meta, or Telegram successfully built Western versions. The great brand awakening
The Web3 revolution is splitting brands into two camps:
The Heritage Brands: Some of the world's most renowned consumer brands have clear head starts – millions of existing fans, significant marketing budgets, and brand recognition. They can afford to experiment. But do these companies, with decades of "this is how we do things" baked into their DNA, have what it takes to embrace decentralised communities and shared ownership?
The Web3 Natives: The new kids are playing by completely different rules. They're building community ownership and shared governance from the ground up. They move fast, embrace chaos, and actually mean it when they talk about "power to the people."
The plot twist? In Web3, authenticity beats budget. Communities have malarkey detectors that would make airport security jealous, and they'll absolutely destroy brands that are just playing dress-up with decentralisation. What's actually happening
We're in the messy middle where old and new models are colliding: Communities Are Getting Louder: Customers are becoming more like stakeholders and collaborators. Web3 infrastructure is making these relationships more formal and potentially more rewarding.
Customers are becoming more like stakeholders and collaborators. Web3 infrastructure is making these relationships more formal and potentially more rewarding. Engagement Never Sleeps: The days of launch-campaign-and-disappear are numbered. Brands need ongoing conversations with their communities, not just broadcasts to them.
The days of launch-campaign-and-disappear are numbered. Brands need ongoing conversations with their communities, not just broadcasts to them. Super App Evolution: As platforms evolve toward super app status, brands are watching carefully. Will these become Web2-style gatekeepers, or embrace Web3 principles of shared ownership? The GENIUS Act: when government gets it
While everyone was doom-scrolling through the Twitter fight, the real story was hiding in plain sight. The GENIUS Act isn't just regulation – it's infrastructure. It's the government essentially saying, "We're building the highway system for the digital economy."
Notice how Circle, issuer of the USDC digital dollar stablecoin, quietly listed 34 million shares on the New York Stock Exchange under ticker CRCL? Mainstream media was still headlining the billionaire brawl.
Regulatory clarity transforms Web3 from a risky experiment into a legitimate business strategy. When the U.S. government creates clear rules for digital assets, it's giving brands permission to go all-in without worrying about regulatory whiplash. Where smart brands are paying attention
Rather than prescribing what brands must do, here's what forward-thinking ones are quietly testing: Community-First Experiments: Testing token-based loyalty programs and co-creating products with engaged users
Testing token-based loyalty programs and co-creating products with engaged users Platform Strategy Diversification: Not putting all eggs in one basket, whether traditional social media or emerging Web3 platforms
Not putting all eggs in one basket, whether traditional social media or emerging Web3 platforms Long-Term Infrastructure Building: Focusing on genuine community value, regardless of underlying technology
Focusing on genuine community value, regardless of underlying technology Authenticity Over Hype: Bringing real utility and community focus, not just blockchain buzzwords The direction of travel
We're watching the early stages of a fundamental shift from broadcasting messages to passive audiences toward creating spaces where communities form, grow, and create value together.
While President Trump and Elon Musk might be feuding on social media, they're both building toward the same future – one where networks become more important than individual companies, where communities develop more influence than traditional marketing campaigns, and where the smartest brands position themselves to grow alongside the communities they serve.
The future probably belongs to brands that understand they're not just selling products – they're potentially building worlds. And in those worlds, the value grows when the network grows.
Dale Healy, Partner, Adams & Adams, Pretoria