OPINION: Dr Claudia Gonzalez-Arcos
Marketing lecturer, and Service Innovation Alliance researcher, University of Queensland Business School
Value is a fascinating marketing concept.
We can gauge the value of Twitter by observing its share price, but how much is an individual tweet worth?
We can calculate the costs involved in producing a handbag, yet how much does a brand name influence its sale price?
This concept of value is being further challenged and disrupted by the rising popularity of non-fungible tokens (NFTs).
NFTs demonstrate with increasing clarity that an asset’s true value lies in what someone will pay for it. They also demonstrate the importance of brand
Find out more about NFTs, who is buying them and why, tips for how brands can leverage them.
Read the full article at Mometum, the Business School Magazine.
