For years, the promise of Web3 was rooted in speculation around purely digital tokens. Today, the shift is toward tangible value: transforming physical or legally recognized assets, such as real estate, private credit, treasuries, or commodities, into blockchain-based tokens that can be traded, financed, or collateralized. This kind of assets are called RWA (Real-World Asset). The emergence and popularity of RWA marks a structural change in both the product and the marketing.

Hyperliquid generated $10M+ for builders through fee-sharing. Learn how their innovative model gives developers 100% of fees, transforming infrastructure.

In Web2, brands grew by optimizing algorithms, content persuasion, influencer engaging, and discount promotion. In Web3, they grow by orchestrating communities. As blockchain technology decentralizes ownership, data, and identity, community has become both the medium and the message of brand growth. In this new paradigm, communities are not marketing audiences — they are stakeholders, collaborators, and co-creators. This article discusses that the technological foundations of