TECH Talk: Your Brand Doesn't Need a .eth Name (And Here's Why)
Web3 is rapidly evolving, and with it comes the question of how established brands should position themselves in this new digital landscape. One of the most common pieces of advice circulating in Web3 circles is that brands need to secure their .eth domain names as soon as possible. However, after extensive research and observation of brand behavior in the space, I've come to a controversial but logical conclusion: most established brands don't actually need a .eth domain at all.
To understand why, we need to first distinguish between Ethereum Name Service (ENS) as a technology and .eth as a namespace. ENS is undoubtedly one of the most powerful and well-integrated protocols in Web3. It allows for human-readable addresses that work seamlessly across the ecosystem, from MetaMask to Etherscan, OpenSea, Uniswap, and beyond. The technology itself is revolutionary. But .eth is just one namespace within that technology – one that represents a specific blockchain, community, and ethos that may not align with every brand's identity or goals.
Consider brands like Nike, Apple, or Shopify. These companies have invested millions of dollars and decades of marketing to build recognition and trust around their .com domains. These domains aren't just web addresses – they're experiences, trust signals, and SEO powerhouses. When someone suggests that these brands should suddenly start promoting a Nike.ETH or Apple.ETH handle, they're asking these companies to dilute their brand authority and potentially confuse their audience – most of whom don't understand or care about cryptocurrency.
Here's where the strategic brilliance of ENS actually creates a different path forward: ENS allows brands to import their DNS domains directly onto the blockchain. Nike.com can become an on-chain address that resolves just like a .eth name. It can receive crypto, interact with dApps, and access all the functionality of Web3 without requiring any rebranding or customer education. There's simply no need to create a parallel identity when your existing one can be brought on-chain.
This process has become increasingly streamlined. Initially, when gas fees were prohibitively high, bringing DNS domains on-chain was challenging. However, through partnerships like the one between GoDaddy and ENS, along with improvements in DNSSEC implementation, it's now relatively simple for brands to blockchain-enable their existing domains. This clean transition eliminates all the logistical challenges of managing, renewing, and explaining a separate Web3 identity.
When we think about why brands want to enter Web3 in the first place, it's rarely about the blockchain technology itself. Instead, it's about creating new experiences, communities, and value for their customers. A brand doesn't need to adopt a .eth extension to achieve these goals – in fact, maintaining brand consistency actually makes the transition smoother for their audience.
As brands begin to understand the value of Web3 and start bringing their communities on-chain, the next logical step isn't adding a blockchain extension to their identity. Instead, it's about creating their own namespace where they control the rules and can issue their own identities and assets. This is where technologies like Freename's custom TLD strategy become particularly powerful.
Rather than Nike.eth, imagine Nike issuing jordan.nike or airmax.nike to customers or collectors. This approach maintains brand consistency, gives the brand complete control over their namespace, and creates cleaner, more intuitive digital assets. It also acknowledges the multi-chain nature of Web3 – not every brand will enter through Ethereum, and even those that do may eventually expand to other blockchains where a .eth extension makes even less sense.
None of this means .eth domains aren't valuable for individuals or crypto-native projects. The enormous adoption of .eth names (over a million registrations) clearly demonstrates their cultural significance within Web3 communities. For individuals and projects born in the Ethereum ecosystem, a .eth name is a perfect identity. But for established brands with existing equity in their .com domains, there are now more efficient on-ramps to Web3.
The evolution of Web3 domains parallels the early days of the internet itself. Most of us couldn't have predicted how valuable domain names would become for businesses back when we first encountered the web. Similarly, we're still in the early stages of understanding how blockchain-based digital identity will transform business and culture. What we do know is that technology always outgrows our initial expectations, and brands that strategically position themselves in this space – without abandoning their hard-earned identity – will be best positioned for whatever comes next.
Want to LEARN more about Web3 Domains and Digital Identity?
My name is Marcus Andrews aka” WenAirDrop”, founder of IHeartDomains LLC, and since 2022 we have been a leading resource for News, Innovations, Education, Alpha and Business Development in the Web3 Domain & Digital Identity space.
If you're interested in Web3 domain insights, development, and news, don't miss our upcoming TECH Talk episodes featuring industry builders. Join our live discussions on Twitter/X spaces and engage with our community on platforms like Warpcast and Link3 for real-time updates and valuable ALPHA. Your journey into the future of digital identity begins with us!
