A leap of faith


A leap of faith

shutterstock_777267028_Natali _ Mis

Brands can become infatuated with new technology trends, but they need to take it slowly before embarking on a long-term relationship with the latest market darling, finds Muireann Bolger.

With the allure of emerging trends often hard to resist, many brands flirt with the idea of pursuing a new conquest that seems to be setting the marketplace aflame.  

Non-fungible tokens (NFTs), the metaverse, cryptocurrency—all of these have been simultaneously described as the next big thing or dismissed as passing fancies that will disappear over time.

But how can brand owners decide whether to dally briefly with a trend before calling it quits or to make a meaningful commitment? And what are the consequences of making the wrong decision?

NFTs, metaverse, trademarks, infringement, virtual