The Blockchain Brand

Brands represent a core foundation of trust between a firm and its consumers. As trust in brands continues to erode, with only 34% of consumers trusting the brands they use (Edelman 2019), the blockchain is emerging as a key solution for engendering trust, as well as other crucial brand elements, such as authenticity, identity, transparency and security. As blockchains begin to fill the "trust gap" in business and marketing, blockchain-centric logic is increasingly becoming central to building, sustaining and growing strong brands for the future. In this paper, the authors discuss the shift towards the evolving blockchain-centric logic in branding that may help lay the groundwork for future theoretical development and decision making in brand management.