This is not some novel innovation. It’s a discovery of modular creativity. Based fundamentally on the tech stack that cryptography - both in application and consumer culture - affords us.

Open Source Networks are an improvement on socially centralized daos (theoretically). A new layer of economic, scientific, humanistic, and technological hybridization for the next generations of internet users.

A mental model here; open source networks are how small businesses return to prominence in the digital age.

As such, BrandFi, should be thought of as the next evolution in brand building native to the internet - instead of just leveraging it.

Rooted in cryptography, brandfi is simply a linguistic measure. Instead of contending with the markets memory on what a brand is comprised of, we will circumvent it through leveraging crypto verbiage.

Brand + Fi (DeFi, SocialFi, etc) = a newer version of what a brand can do thanks to the market it is born out of (crypto).

Like traditional brands, it starts with products, services, and/or experiences. Some combination of the three or a specialization toward one or two.

Thanks to cryptography/cryptocurrency, said brands now directly interface with software.

Your token resides on a blockchain. Your users all have wallets. An undeniable portion of the economic or social engagements reside on top of applications and protocols.

Which, if scaled/integrated thoughtfully, transforms consumers into community. A dirty word for many, but a meaningful accomplishment for the successful.

The insight within this gentrification of terminology is the highlighting of closed-loop architecture empowered by open technology.

Crypto is estimated to be at 1% of TAM (relative to digital commerce). Things that have found semblances of PMF look foreign to the outside world. And the consumers, are now users.

Open source networks = Crypto Brands (BrandFi).

BrandFi = Open distribution for:

• traditional products, services, & experiences

• software tools, services, applications, & protocols

• community chats, channels, forums, hubs, & meet-ups

It is more work than prior brand evolutions. It is more likely to fail due to tragedy of the commons. And it is more likely to reform the internet should a handful turn successful.

A final mental model; BrandFi is a soft-blockchain for integrated entrepreneurial ecosystems.