Bored Ape Yacht Club: a new form of brand community
Bored Ape Yacht Club: a new form of brand community

Bored Ape Yacht Club was launched in April 2021 with the distribution of 10,000 unique NFTs. This collection of digital apes, living on the Ethereum blockchain, has since become a highly exclusive and aspirational decentralized community. What does its success tell us about brand identity?