@jwolf

Beyond performance marketing (which I’ll ignore due to its inherent transactional value), effective crypto marketing can come in the following forms: 1. Good founder storytelling — why it was built 2. Good product storytelling — how it was built 3. Good brand identity — how it makes you feel Companies that manage to evade marketing build word-of-mouth or product-led growth loops (by default, the more you use Telegram, the more other people will use Telegram, and the more likely you are to refer it). Or they build self-sustaining distribution channels into their business model (think of berachain, where its ~ 300 projects are incentivized to market the brand at scale). Berachain also works because Smokey is building a consistent brand identity around their team and tech, they followed the fundamentals and defied the norms, with a committed team that’s fully aligned on its vision. This is rare.

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