Chris Bower.

The metaverse is frustrating, isn’t it? One day it seems you’ve become a dinosaur, left behind as other brands bravely enter Web3, and your junior analyst didn’t show up because he made $100,000 last night minting SmurfCoin. The next day, your brand’s NFT drops 90% in value. What gives?

The truth is that much of the promise of the metaverse is not yet here. Little bits are, while others are half-baked. Some feel they may never get here, and others never will. What is a brand to do?

The thing to keep in mind is that some version of the metaverse is here to stay and will have a material impact on our lives. While we don’t know exactly what form it will take (quite possibly none of the current platforms will be relevant), it’s important that brands…