Crypto marketing is like dating—it's a process of building trust and relationships.
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Crypto marketing is like dating—it's a process of building trust and relationships.
Technology is not the key; story is the core.
Navigating Web3 tides with focused insightsAuthor: justin vogel
Translation: TechFlow
Stellar's marketing summit, "Build Better," shared many valuable insights for marketers and developers alike. Here are the key takeaways:
"Being good isn't enough"
Today’s market competition is extremely fierce— even the most advanced technologies can end up obsolete, buried in the “technology graveyard.” The reason? Technology itself isn’t the deciding factor; it’s the story behind it that truly drives success.
"Your project might not be as perfect as you think"
Complex ideas need to be expressed simply. Try using a "from/to" framework: we help users move from their current struggle to an ideal state. For example, Nike doesn’t just sell shoes—they sell the feeling of “becoming an athlete.”
"Marketing is a process of building relationships"
You can think of your relationship with customers as a romantic journey:
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Getting to know them
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Engaging further
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Maintaining ongoing interaction
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Ultimately forming a long-term commitment
Trust is the foundation of any relationship, and stories are the bridge connecting both sides. A powerful story doesn’t just touch hearts—it builds trust and drives action.
"Focus on clear objectives"
Trying to satisfy everyone often means excelling at nothing. Great marketing isn’t about solving every problem—it’s about focusing on the most important one.
"A brand is the embodiment of trust"
In crypto, technology is complex and concepts are abstract. A brand makes these intangible things feel real and tangible. A brand is more than just a logo or slogan—it’s an emotion. How people feel when they hear your name is your brand value.
"Brand is the key differentiator in a homogenized market"
In highly competitive markets where products are nearly identical, brand becomes the critical factor that sets you apart. Technology may fail to create meaningful differentiation, but a brand can stand out by resonating emotionally with its audience.
"Marketing = carefully designed 'coincidence'"
Effective marketing integrates place, price, promotion, and product to create an experience where the customer feels the offering appeared exactly when needed—something that feels destined for them.
"Mindshare is the new ROI metric"
In Web3 marketing, the focus is shifting from simple conversion rates to “mindshare.” It’s not just about attracting customers, but ensuring your brand is remembered and becomes an essential part of industry conversations.
"A brand is what people say about you"
And “positioning” is the image you project outward. The ultimate goal is capturing mindshare: ensuring your brand vision becomes embedded in mainstream, influential public discourse.
"Context determines success or failure"
AI performance heavily depends on the context you provide. As computing costs continue to drop, the real competitive barrier isn’t technology itself, but the time and thought invested. Context and coordination will be the keys to the future.
"Brands must also be marketed internally to avoid dilution"
If business development (BD) teams lack consistency in external outreach, they may inadvertently weaken brand value. Close team collaboration and clear communication frameworks help maintain brand consistency and integrity.
"Personal branding is your unique advantage"
In Web3, marketers are no longer behind-the-scenes players—they are brand representatives. Find your voice, show your authentic self, and build deep engagement with your audience. This becomes your core competitive edge.
"Technology isn’t the key—storytelling is"
Whether you’re a developer or marketer, success doesn’t come from having the most advanced technology, but from telling a story that moves people. In an age of information overload, only a clear, resonant narrative will make you stand out.
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