# Brands Who Want to Understand Web 3.0

Published 2022-12-06 · Updated 2026-06-08 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/brands-who-want-to-understand-web-3-0
Creator hub: What Just Happened

> Web 3.0 is the talk of the digital world. Yet, as the metaverse, NFT trading, and Web3 grows, so too, does confusion on its purpose and uses. So much so, in fact, that a Harvard Business Review poll found nearly 70% of respondents did not know what “Web3” meant. So, how do brands build…

Block Field

Web 3.0 is the talk of the digital world. Yet, as the metaverse, NFT trading, and

Web3 grows, so too, does confusion on its purpose and uses. So much so, in fact, that

a [Harvard Business Review](https://hbr.org/2022/05/what-is-web3) poll found nearly 70% of respondents did not know what

“Web3” meant. So, how do brands build digital understanding and figure out which

digital space is right for them?

In this episode of “[What Just Happened?”, ](https://marketscale.com/shows/what-just-happened/)host [Christine Russo](https://www.linkedin.com/in/christine-russo-3684604/) invites guest [Diego](https://www.linkedin.com/in/diegoborgo/)

Borgo, Strategic Advisor, to chat about understanding the Metaverse and Web 3.0.

Borgo is adamant about knowing your audience – but not taking a big risk until market

and audience research is done. For this, experimentation is the key, says Borgo.

“Do you go to Times Square, buy the most expensive building and build up a

major flagship store there or you do pop-ups all over the world, see what resonates the

best with your audience and then you start building something bigger there,” outlined

Borgo.

**Borgo and Russo discuss…**

**•** How to figure out who your audience is and why it’s important to brand

development

**•** Why creating a safe space for learning about Web 3.0 and the Metaverse helps

shift community thought and understanding on the matter

**•** How Web3 is going to evolve and adapt along with the mainstream

“…The most important thing of Web 3.0 is the mindset shift. We’re going through

a mindset shift right now that if Web 3.0 doesn’t work, and Web 4.0 doesn’t work, and

Web 5.0 doesn’t work because of technical constraints, the mindset is going to remain,”

said Borgo.

As a Web3 ambassador and metaverse “native” Borgo advises Fortune 500

brands around the world on entering the metaverse, Web 3.0 and NFT space. He has

worked as a Strategic Advisor for companies such as LandVault, PorscheAG, and

Salesforce. Borgo earned his MBA from Fundação Armando Alvares Penteado.

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