What is Blockchain – And Why Should Brands Still Care in 2025?

You’ve likely heard someone say something about blockchain – perhaps in a pitch deck, on LinkedIn, or from that one coworker who just can’t shut up about NFTs and crypto. You may have initially smiled and nodded. But be real: at some point or another, you’ve likely asked yourself… what exactly is blockchain – and does it matter for my business?

Let’s break it down.

Fundamentally, blockchain is a digital, decentralised method of recording transactions – whether money being exchanged, goods being moved through a supply chain, or users being exchanged data. As opposed to banks that use central authorities to authenticate activity, blockchains use a network of distributed participants (aka “nodes”) who all together authenticate and record transactions.

Think of it as this: picture you and your friends all maintaining your own digital versions of an enormous spreadsheet. Each time a transaction occurs, that transaction gets copied onto everyone’s spreadsheet. Since everybody has the same updated record, no one can cheat.

Since its initial connection with Bitcoin and speculative trading, blockchain has grown up. Now, it’s being used to power real-world applications across:

Retail: From authenticating products to powering loyalty programs based on smart contracts.

Hospitality: Hotel chains are testing blockchain to secure guest information and cut third-party booking charges.

Luxury: Brands are employing it to track the history of items such as watches, handbags and art, battling counterfeits and enhancing transparency.

Creative Ownership: Musicians, artists and creators are using blockchain more and more to register their content, automate royalties, and connect with fans in real-time.

No matter whether you’re operating an ecommerce store, opening a boutique hotel, or dealing with high-value stock, blockchain is now a viable choice for enhancing trust, traceability and customer experience.

Below are a couple of 2025 use cases where blockchain is already proving its worth:

Loyalty & Rewards: Companies such as Starbucks are testing blockchain-driven rewards schemes that function across partners, without compromising on security and traceability.

Supply Chain Transparency: LVMH leverages blockchain to trace product histories and ensure luxury consumers of authenticity.

Decentralised Commerce: New-age D2C platforms are testing peer-owned networks for shopping and delivery – disrupting the dominance of centralised giants.

Data Privacy: Hotel brands are piloting blockchain ID checks for frictionless check-ins without compromising guest anonymity.

Not all companies must create their own crypto token. But if your brand believes in transparency, speed, and digital innovation, blockchain might be an idea to consider – particularly in sectors such as retail, travel, or luxury lifestyle where trust and customer information matter.

At Propeller, we assist digital-first companies to discover what’s possible – from custom ecommerce development to API integration and digital strategy. Whether you want to futureproof your technology stack or just keep ahead of the curve, we can assist you in determining blockchain’s value beyond the hype.

Interested in blockchain for your brand?

Let’s discuss how new technologies can drive actual-world business outcomes — without the lingo.