Marvel writer Ben Jackendoff who worked on Ghost Rider: Kushala, Werewolf by Night, and Masters of the Sun in a recent interview with Business Insider shared his view on the metaverse hype and how Web3 might evolve in the foreseeable future.

According to Jackendoff, it'll be communities first who establish a foundation for the metaverse adoption. Heavyweight brands will have to choose between "becoming part of metaverse communities and controlling their brand identity in a way that is coherent."

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However, even if brands prefer to control their products, they still should focus on their characters and not sell whatever they can in the first place, he noted.

Instead of advertising the traditional way — 'Hey, we're going to put a big banner up' — brands would be better suited if they were to create characters instead. Be the brands, don't sell the brand.

Speaking about Web3, Jackendoff suggested that more startups will move from web pages to metaverse-led spaces. Although the real metaverse is likely to stimulate users' senses more than before, he cautioned brands against overwhelming content.

I don't want to go into a metaverse and all of a sudden I'm seeing Gucci ads flying at me.

The new model of the Internet can even change clients into fans but only if brands would treat them as such, he added. Jackendoff thinks non-fungible tokens (NFTs) can help achieve that as these tokens could be used for voting to develop community-led metaverse-based storylines.