Connecting the Dots: A Dialog on Brand Value and Web 3.0 with Bruce Turkel - Alpha (Beta) Talk 4 out of 13

"In the realm of Web 3.0, we're shifting from fact-centric to feeling-centric – More feelings, less facts." - Bruce Turkel

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The Alpha Collective is proud to present 13 free Alpha Talks over 15 weeks as part of a preview period. The Business of Web3 is more than just crypto, blockchain, metaverse and NFT's, it's about Purpose, DEI&A, Loyalty, Creators and Community. To find out more and join the collective, visit www.alphacollective.xyz

To register for this week's talk, delivered by  Whitney Lauritsen  titled, "Web3 Beyond Measure: Consciously Using Blockchain for Inclusive Well-being" visit this link.

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From community capitalism to the intimate facets of personal connection, my recent conversation with brand maestro Bruce Turkel on the Alpha (Beta) Talk series took us down some fascinating pathways. In this era where the lines between technology and human interaction blur, our dialogue reinforced the timeless importance of human connection and the role of Web 3.0 in fostering it.

Bruce drew a compelling picture of how businesses need to rethink their marketing approaches. It's no longer about peddling products or services, he said. Rather, successful brands are those that make their customers feel good about themselves, those that focus on the experience rather than just the product. This is where Bruce's guiding mantra, "CC2CC," or company-centric to consumer-centric, comes into play. Businesses must strive to understand their relevance in consumers' lives and align their offerings with the aspirations of the customer.

The title of his talk was “How Long have you been Married?” and so Bruce shared a story about the power of relationships and the impact of positive communication to emphasize the importance of delivering more feelings and fewer facts in our interactions. The correct answer by the way is 3 words, “not long enough” AKA "plus f minus f" – More feeling, less facts. This formula or equation is central to creating engaging user experiences in the Web 3.0 era. By leveraging the capabilities of Web 3.0, including data consumption, processing power, trust through blockchain, and augmented reality, businesses can deliver a more personalized and emotive experience to their customers.

With no specific consensus on the exact definition of Web3, Bruce offered multiple perspectives, stating that Web 3.0 can be defined by its creators, its requirements for consumption, or its potential accomplishments. He likened Web 3.0 to the curious and insatiable character, Johnny Five, from the movie "Short Circuit," who gains knowledge by consuming more information and combining it in novel ways.

As always, I asked him in our fireside chat about the challenges faced when selling new ideas to senior management. Bruce shared a story from his experience working with Bacardi, where he was initially met with opposition from an executive. However, Bruce's candid and evidence-backed approach ultimately swayed the decision-makers. He emphasized that as professionals, our role is to present the best possible options backed by research and understanding, but the final decision should always lie with the executives.

Key Takeaways:

1. Embrace Emotion: Engage consumers through the emotive strength of the brand, not just the product.
2. The CC2CC Shift: Transitioning from a company-centric to consumer-centric focus is key in today's market.
3. Relish Relevance: Brands need to understand and find their relevance in consumers' lives.
4. Plus F Minus F: In the era of Web 3.0, the focus is on feelings over facts, promoting personal connections.
5. The Web 3.0 Conundrum: While we grapple with defining Web 3.0, it's our actions today that will shape its narrative in retrospect.
6. Selling Through Ideas: Honest and evidence-backed communication is key when pitching new ideas to decision-makers.
7. Active Participation: We have the potential to shape the direction of Web 3.0, and it's crucial that we embrace this role.
8. Engage the Uninitiated: The future growth of Web 3.0 lies in effectively engaging the "normies" or non-web3 individuals.

Top Quotes:

1. "It's about selling the brand value, not just the product." - Bruce Turkel
2. "From company-centric to consumer-centric, that's the shift we need." - Bruce Turkel
3. "In Web 3.0, it's 'plus f minus f.' More feelings, less facts." - Bruce Turkel
4. "You have the power to shape Web3, to influence it… or to just be on the sidelines" - Joseph Jaffe
5. "Let's engage the 'normies,' they are the key to mainstreaming Web 3.0." - Joseph Jaffe

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You can watch Bruce's entire Alpha (Beta) Talk here and if you want to be informed about registration for the next 12 - they are on Wednesdays at 3pm EST - join Alpha Collective's Discord Server.

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