@esdotge

Water has always been one of the most powerful symbols for brands to learn from. It flows, adapts, surrounds obstacles instead of crashing against them—and if it needs to, it changes state completely. That’s why the Bruce Lee quote resonates so much in the world of branding: “Be water, my friend.” It’s not just a poetic line; it’s a strategic blueprint. In a decentralized, onchain world, the strongest brands are no longer rigid structures. They behave like water. They move where their community moves. They flow across chains, platforms, and formats. They accept that narratives shift, that technology evolves, and that identity can no longer be a fixed logo on a static page. Instead, they treat their brand as something organic and creative: always in motion, always searching for new ways to connect. Tokenization and onchain mechanics make this metaphor even more real. A brand can now “change state” the way water moves from liquid to vapor or ice. It can be a token, a DAO, a miniapp, a collectible, a shared treasury, or all of those at once. Ownership is no longer top-down; value leaks and pools where the community shows up. Decentralized brands that embrace this fluidity can adapt to bear markets, new protocols, and new behaviors, because they aren’t married to a single form. Being water in branding means refusing to stay stuck in the old rigid model: one message, one channel, one-way communication. It means challenging what’s established, bending without breaking, and letting your community reshape you while you keep your essence. In onchain ecosystems, the brands that survive won’t be the most solid—they’ll be the most fluid. Be coherent at the core, but for everything else: be water, my friend…. https://paragraph.com/@brand3/be-ether-my-fren 🥇Brand3 - /brand3 🥈Ethereum - @ethereum 🥉Paragraph - @paragraph

1 reply

1 recast

5 reactions