SXSW 2022

The Rise of Headless Brands


Headless brands challenge the very idea that a brand is centralised, and our assumptions about what a brand is and how it works. Headless brands refer to community-driven brand dynamics, without a centralised managerial body. In this panel, we illustrate the various stages of a possible headless brand's life cycle; look at the wider context of evolving brand-consumer relationships; and explore how fandom, communities, cryptocurrencies, and decentralisation are transforming the very nature of what a brand can be.

Context: Central brand identities are being disrupted. Blockchain-based decentralised organisations incentivise users to spread their own personal brand narratives, with Bitcoin as the first headless brand.

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  1. What are headless brands and how and how are they changing the brand-consumer relationship?
  2. What tech innovation and consumer behaviour trends are driving the headless brand revolution?
  3. How can any brands take advantage of these trends to remain future fit?



Nathalie Brähler, Head of Marketing, Cartesi

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate

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