CoinDesk Podcast Network GEN C: The Art of Crypto Brand Building at Scale
Aug 11, 2025
Olivia Santarelli, Head of Marketing at Gemini, shares her journey of transforming a small exchange into a leading crypto brand. She discusses groundbreaking marketing strategies, including a Guinness World Record drone show and educational campaigns like the Bitcoin rewards credit card. Olivia emphasizes the importance of embracing regulation and building trust in an evolving industry. She also explores competition with traditional finance, advocating for innovative engagement and the need for long-term brand value over fleeting hype.
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Guinness Record Drone Statement
- Gemini used a Guinness World Record drone show to make a bold brand statement.
- The small, scrappy marketing team focuses on educating the industry with memorable activations.
Future‑Forward Creative Campaigns
- Gemini uses sci‑fi art to invite people to imagine crypto's role in optimistic futures.
- Large‑format out‑of‑home stops people and links crypto to everyday future experiences.
Tie Brand Work To Business Metrics
- Tie brand activations to blended CAC and core metrics like account openings and card signups.
- Report impressions and revenue together to show long‑term brand value.