@esdotge

Magic is what makes tech unforgettable. When Bitcoin arrived, it wasn’t a spreadsheet—it was magic. A way to move value without banks, governments, or intermediaries. Ethereum? Magic again: programmable money that anyone could build on. Solana? High‑speed sorcery that made the impossible feel routine. These weren’t just protocols; they were revolutions dressed as code, incomprehensible at first but life‑changing once you felt them work. The best tech brands know this. They don’t explain the gears—they evoke the wonder. You don’t need to understand how the trick works to feel its pull. Blockchain brands, though, often get stuck in the mechanics: whitepapers, TPS numbers, gas fees. They forget that people don’t buy features; they buy visions of what’s possible. Show the utopia. Paint the future where money is fair, creation is owned, and power is shared. That’s branding’s job: to make the abstract magnetic, to wrap complexity in a story that sticks. AI brands do this better. They know their magic works—ChatGPT surprises you, Midjourney dreams for you—and they don’t overexplain. They let the output speak. Campaigns like Coca-Cola’s “Create Real Magic” or Nike’s AI athletes turn the tech into a playground, not a lecture. The result? People engage, create, share. Magnetism happens. Blockchain could learn from this. Instead of “secure, decentralized ledger,” imagine “the invisible bridge to a world without middlemen.” Branding doesn’t simplify the tech—it amplifies the dream. It turns “I don’t get it” into “I want in.” Tonight is a magical night. Let’s celebrate by building brands that remind us: innovation isn’t rational. It’s the spark that makes us believe in something bigger, even when we can’t explain why.

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