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Fortune favors the brand: Why crypto marketing fails to live up to hype

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Your brand establishes a bond. Without that bond, your customer base will simply erode more easily.

As we appear to be entering a new phase in crypto’s notorious market cycles, excitement is once again growing at the prospect of rising investment and deeper liquidity. However, in order for the market to come back stronger, lessons must be learned from what happened before. The collapses of 2022 continue to be analyzed by TV stations, newspapers, magazines, blogs and social media. But among the extensive analyses, one key lesson has been missed.

Crypto has a branding problem

As is good practice in growing businesses, FTX spent 15% of its revenue on marketing and advertising, which included a cool $375 million on multi-year sport sponsoring contracts, including several stadium and co-branding naming rights.

This kind of investment isn’t unheard of, but it’s more typical of brands that target mass markets and global populations, such as beverages, financial services or automotive brands. In FTX’s case, what did that money actually buy?

It bought awareness and name recognition.

The FTX name became widely known far beyond the blockchain world. But why should the average citizen of Miami — home of the expensively named FTX Arena — know or care whether FTX is a government branch, a crypto exchange or an online travel agency?

This leads to another, more fundamental question: Why spend hundreds of millions of dollars on making sure everybody knows the name of your crypto exchange if it’s not even associated with anything in particular?

A simple truth

A business that makes a stupid amount of money can afford to burn millions. As we’ve seen from repeated cycles, there are few brakes on spending in crypto bull markets where marketing is king. But as we cautiously enter another bullish period, it’s time to reflect on the lasting value of all this marketing spend. FTX left a lesson to be learned — and it’s not about the size of its marketing budget. It’s about how it was spent.

There is arguably some value in anticipating mass-market adoption and pre-empting global brand awareness. But aside from that, it is difficult to understand the value of 80% of a population knowing your name if more than 95% are unlikely to even consider buying your product in the foreseeable future.

Plenty of sizzle, but where’s the sausage?

The crypto world has been incredibly strong at building hype. Yet, perhaps never in the history of advertising has the gap between the share of the market and the share of voice been this disconnected. There are few people left who don’t know about Bitcoin, but the percentage of people who use it is still in the single figures.

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Building hype is good for starters. However, it needs to be followed up with substance and relevance. There is more to branding than just awareness and expectation.

We don’t want just the sizzle — we want the sausage.

The misunderstood meaning of branding

When communicating a brand, awareness is not enough — there must be substance. Name awareness is just the first of several conversion steps if you’re looking to generate ROI from your marketing and communication efforts.

“Fortune favors the brave” is a sentence that had millions of dollars in marketing spend lavished on it. The slogan was burnished by A-list Hollywood celebrities, flawless production and prime airtime slots on TV. But, how exactly is this statement related to the unique selling points of the business that paid for it?

However, here’s a word of caution. Thesubstance isn’t found in well-worn use case discussions, scalability solutions, superior speed, privacy or other technical features.

Crypto is not the brand

What’s the difference between all the crypto exchanges? Beyond metrics like volume, jurisdiction, trading conditions or purely technical aspects, can anyone truly say why they’ve chosen an exchange?

And yet, players in the crypto world are mostly focused on awareness. There’s a sense that because it’s so early in the game, as long as some of the new entrants randomly choose us — just because they’ve heard of us — we can declare growth. So, who needs branding, differentiation or customer loyalty?

For example, here’s a reality check: We have decades of precedent showing that many do not care about a better version of a product. Why should it be any different in crypto?

It’s not.

As long as crypto firms are selling to humans, the rules of psychology and branding apply. Companies sell products and services. But a customer buys a brand. What makes you unique? Why should they choose you?

A brand is neither a name nor a logo

A brand is the only asset that can be attributed to marketing and be found in a firm’s balance sheet as a (potentially very valuable) asset.

But a brand is not a name or a logo. A brand is a distinctive, memorable, credible and relevant promise. And, like it or not, firms need more than three letters to convey a message.

Before you can define your brand, you need to be able to answer defining questions about your business. What is it that you specifically stand for? What makes you stand apart in a way that people can relate to?

Brands stand stronger in the cold

Besides conveying a unique and relevant promise that leads to a sale, a key function of branding is to create loyalty. This is a connection that goes beyond the rational and technical specifications that your solution addresses.

Your brand establishes a bond. Without that bond, your customer base will simply erode more easily. People won’t mind swapping you for a younger model. When the sun shines in a bull market, creating an abundance of growth and prosperity, it’s easy to overlook the importance of establishing a brand.

But once the sun sets, where are the beacons of light, and why are they still there? Are they all identical? Has your brand managed to convey a unique selling point, and build trust, connection and loyalty?

Or was it all just awareness, FOMO and hype?

German is co-founder & chief relevance officer of THE RELEVANCE HOUSE, a branding, marketing & growth agency focused on blockchain and Web3.

This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.

Learn more about Cointelegraph Innovation Circle and see if you qualify to join

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  • 14.10.25 08:46 robertalfred175

    CRYPTO SCAM RECOVERY SUCCESSFUL – A TESTIMONIAL OF LOST PASSWORD TO YOUR DIGITAL WALLET BACK. My name is Robert Alfred, Am from Australia. I’m sharing my experience in the hope that it helps others who have been victims of crypto scams. A few months ago, I fell victim to a fraudulent crypto investment scheme linked to a broker company. I had invested heavily during a time when Bitcoin prices were rising, thinking it was a good opportunity. Unfortunately, I was scammed out of $120,000 AUD and the broker denied me access to my digital wallet and assets. It was a devastating experience that caused many sleepless nights. Crypto scams are increasingly common and often involve fake trading platforms, phishing attacks, and misleading investment opportunities. In my desperation, a friend from the crypto community recommended Capital Crypto Recovery Service, known for helping victims recover lost or stolen funds. After doing some research and reading multiple positive reviews, I reached out to Capital Crypto Recovery. I provided all the necessary information—wallet addresses, transaction history, and communication logs. Their expert team responded immediately and began investigating. Using advanced blockchain tracking techniques, they were able to trace the stolen Dogecoin, identify the scammer’s wallet, and coordinate with relevant authorities to freeze the funds before they could be moved. Incredibly, within 24 hours, Capital Crypto Recovery successfully recovered the majority of my stolen crypto assets. I was beyond relieved and truly grateful. Their professionalism, transparency, and constant communication throughout the process gave me hope during a very difficult time. If you’ve been a victim of a crypto scam, I highly recommend them with full confidence contacting: 📧 Email: [email protected] 📱 Telegram: @Capitalcryptorecover Contact: [email protected] 📞 Call/Text: +1 (336) 390-6684 🌐 Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 14.10.25 08:46 robertalfred175

    CRYPTO SCAM RECOVERY SUCCESSFUL – A TESTIMONIAL OF LOST PASSWORD TO YOUR DIGITAL WALLET BACK. My name is Robert Alfred, Am from Australia. I’m sharing my experience in the hope that it helps others who have been victims of crypto scams. A few months ago, I fell victim to a fraudulent crypto investment scheme linked to a broker company. I had invested heavily during a time when Bitcoin prices were rising, thinking it was a good opportunity. Unfortunately, I was scammed out of $120,000 AUD and the broker denied me access to my digital wallet and assets. It was a devastating experience that caused many sleepless nights. Crypto scams are increasingly common and often involve fake trading platforms, phishing attacks, and misleading investment opportunities. In my desperation, a friend from the crypto community recommended Capital Crypto Recovery Service, known for helping victims recover lost or stolen funds. After doing some research and reading multiple positive reviews, I reached out to Capital Crypto Recovery. I provided all the necessary information—wallet addresses, transaction history, and communication logs. Their expert team responded immediately and began investigating. Using advanced blockchain tracking techniques, they were able to trace the stolen Dogecoin, identify the scammer’s wallet, and coordinate with relevant authorities to freeze the funds before they could be moved. Incredibly, within 24 hours, Capital Crypto Recovery successfully recovered the majority of my stolen crypto assets. I was beyond relieved and truly grateful. Their professionalism, transparency, and constant communication throughout the process gave me hope during a very difficult time. If you’ve been a victim of a crypto scam, I highly recommend them with full confidence contacting: 📧 Email: [email protected] 📱 Telegram: @Capitalcryptorecover Contact: [email protected] 📞 Call/Text: +1 (336) 390-6684 🌐 Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 15.10.25 18:07 crypto

    Cryptocurrency's digital realm presents many opportunities, but it also conceals complex frauds. It is quite painful to lose your cryptocurrency to scam. You can feel harassed and lost as a result. If you have been the victim of a cryptocurrency scam, this guide explains what to do ASAP. Following these procedures will help you avoid further issues or get your money back. Communication with Marie ([email protected] and WhatsApp: +1 7127594675) can make all the difference.

  • 15.10.25 21:52 harristhomas7376

    "In the crypto world, this is great news I want to share. Last year, I fell victim to a scam disguised as a safe investment option. I have invested in crypto trading platforms for about 10yrs thinking I was ensuring myself a retirement income, only to find that all my assets were either frozen, I believed my assets were secure — until I discovered that my BTC funds had been frozen and withdrawals were impossible. It was a devastating moment when I realized I had been scammed, and I thought my Bitcoin was gone forever, Everything changed when a close friend recommended the Capital Crypto Recover Service. Their professionalism, expertise, and dedication enabled me to recover my lost Bitcoin funds back — more than €560.000 DEM to my BTC wallet. What once felt impossible became a reality thanks to their support. If you have lost Bitcoin through scams, hacking, failed withdrawals, or similar challenges, don’t lose hope. I strongly recommend Capital Crypto Recover Service to anyone seeking a reliable and effective solution for recovering any wallet assets. They have a proven track record of successful reputation in recovering lost password assets for their clients and can help you navigate the process of recovering your funds. Don’t let scammers get away with your hard-earned money – contact Email: [email protected] Phone CALL/Text Number: +1 (336) 390-6684 Contact: [email protected] Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

  • 15.10.25 21:52 harristhomas7376

    "In the crypto world, this is great news I want to share. Last year, I fell victim to a scam disguised as a safe investment option. I have invested in crypto trading platforms for about 10yrs thinking I was ensuring myself a retirement income, only to find that all my assets were either frozen, I believed my assets were secure — until I discovered that my BTC funds had been frozen and withdrawals were impossible. It was a devastating moment when I realized I had been scammed, and I thought my Bitcoin was gone forever, Everything changed when a close friend recommended the Capital Crypto Recover Service. Their professionalism, expertise, and dedication enabled me to recover my lost Bitcoin funds back — more than €560.000 DEM to my BTC wallet. What once felt impossible became a reality thanks to their support. If you have lost Bitcoin through scams, hacking, failed withdrawals, or similar challenges, don’t lose hope. I strongly recommend Capital Crypto Recover Service to anyone seeking a reliable and effective solution for recovering any wallet assets. They have a proven track record of successful reputation in recovering lost password assets for their clients and can help you navigate the process of recovering your funds. Don’t let scammers get away with your hard-earned money – contact Email: [email protected] Phone CALL/Text Number: +1 (336) 390-6684 Contact: [email protected] Website: https://recovercapital.wixsite.com/capital-crypto-rec-1

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