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Empire
Inside Baseball of Building a Crypto Brand | Austin Federa & Ekram Ahmed
Nov 14, 2024
Austin Federa, Head of Strategy at Solana Foundation, and Ekram Ahmed, CMO of Celestia, dive into the intricacies of crypto marketing. They reveal why traditional Web2 methods often miss the mark in the crypto space. Discussing narrative building, they highlight how Solana and Celestia crafted unique identities. The duo also explores crisis communication and the missteps many projects make in that arena. Additionally, they emphasize the growing importance of authentic relationships with key opinion leaders in shaping brand narratives.
01:25:46
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Quick takeaways
- Marketing in crypto requires a fundamental shift from Web2 principles, emphasizing community engagement over traditional product promotion.
- Building a successful brand in the crypto landscape hinges on creating a distinct narrative that celebrates community contributions and emotional connections.
Deep dives
The Role of Marketing in Crypto Protocols
Marketing within crypto protocols is fundamentally different from traditional marketing due to the unique nature of blockchain projects. Rather than simply promoting specific products, marketing efforts must focus on building an ecosystem and conveying the overall advantages of the network. This approach is akin to marketing for a city, where the goal is to highlight the benefits of living and doing business in that location. Effective marketing strategies in this context involve creating compelling narratives about the ecosystem's strengths while fostering a sense of community involvement.
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