Web3 Marketing is Broken: Adidas/Porsche Strategist Diego Borgo Has the Fix

Let's be honest: most Web3 marketing has been a dumpster fire. Hype cycles over strategy, confusing tech jargon over clear value, and NFT cash grabs instead of real community building. Diego Borgo, who shaped Web3 strategies for giants like Adidas, Porsche, and Mastercard, is here to explain why it failed and how brands can actually succeed.

Are you tired of seeing brands treat NFTs as just another product to shill? Frustrated by "onboarding" attempts that feel patronizing? Wondering why the space seems stuck talking to itself? Borgo argues these aren't isolated incidents; they're symptoms of a broken approach that misunderstands both the tech and the audience.

This isn't more hype. It's a strategic intervention. Diego joins Thinking on Paper to lay out a clear framework for brands serious about leveraging Web3 (and AI) for long-term growth. Learn how to:

• Escape the Hype Trap: Understand why short-termism and tech-for-tech's-sake doomed early efforts and how to build a sustainable strategy.
• Connect, Don't "Onboard": Hear Borgo's blunt take on why forced education failed and discover authentic ways to engage communities by meeting them where they are.
• Master the "See the Unseen" Framework: Get actionable steps from Borgo's strategy for identifying market shifts, defining your unique position, and building a movement.
• Leverage AI + Blockchain: Explore how these powerful technologies must intersect for effective future marketing and data integrity.
• Avoid Critical Web2 Mistakes: Learn the common pitfalls legacy brands stumble into when entering Web3 – and how to sidestep them.

Get insights forged from direct experience navigating Web3's complexities for world-leading brands. This is essential listening for any marketer, strategist, or executive looking to avoid costly mistakes and build a Web3 presence that delivers real results.

Watch NOW to get the Web3 marketing strategy that actually works, from a strategist who's done it at the highest level.

From Thinking on Paper – Where tech meets strategy and culture with hosts Mark & Jeremy.

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Follow Diego: https://x.com/don_borgo

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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

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Full episodes and archives: www.thinkingonpaper.xyz

Watch On YouTube: https://www.youtube.com/@thinkingonpaper/videos

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