"The Token Disconnect" and "Branding for Builders" may seem like unrelated topics at first glance, but upon closer examination, they share a common theme: the need for purpose and meaningful connection.

Hatched by Kazuki
Sep 17, 2023
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"The Token Disconnect" and "Branding for Builders" may seem like unrelated topics at first glance, but upon closer examination, they share a common theme: the need for purpose and meaningful connection.
In the world of blockchain and cryptocurrencies, there is often a sense of disconnect. Many view blockchain as a technology that lacks practical applications and is driven by speculative investments. The fundamental question of "For what?" remains unanswered, leaving the industry in a state of reverse-innovation. However, venture capitalists see crypto as an exciting financial tool that allows them to arbitrage securities regulation. The lack of regulation and the ability to immediately liquidate assets offer a new form of financial engineering that can generate significant returns. This disconnect between the perception of blockchain as a technology and its use as a financial tool highlights the need for greater clarity and purpose within the industry.
Similarly, in the realm of branding, there is a need for meaningful connection. The positioning model and brand pyramid provide frameworks for defining and communicating the essence of a brand. By focusing on clear and concise language, brands can effectively convey their product attributes, benefits, and personality. However, true branding goes beyond these elements and encompasses emotion and aspiration. Emotion plays a crucial role in making a brand memorable and resonating with customers on a deeper level. Aspiration allows a brand to transcend its immediate offerings and envision a future where it can make a significant impact. By defining something bigger for their brand, companies can inspire their teams and build products and companies that truly make a difference.
So, what can we learn from these seemingly disparate topics?
- 1. Find purpose: Whether it's in the world of blockchain or branding, purpose is essential. In the case of blockchain, identifying real-world problems that can be solved by the technology is crucial for its long-term success. For brands, finding a meaningful connection with customers by defining their purpose and how they can make a difference is key.
- 2. Embrace innovation: Both the blockchain industry and branding require innovation. In the case of blockchain, the innovation lies in financial engineering, while in branding, it's about finding new ways to connect with customers and differentiate from competitors. Embracing innovation allows both industries to evolve and adapt to changing times.
- 3. Seek feedback and iterate: Just as A/B testing is essential in branding to refine positioning and messaging, the same approach can be applied to the blockchain industry. By seeking feedback from users and iterating on the technology and its applications, the industry can find new use cases and overcome the token disconnect.
In conclusion, the token disconnect and branding for builders may seem like unrelated topics, but they both highlight the need for purpose, connection, and innovation. By finding purpose, embracing innovation, and seeking feedback, both the blockchain industry and branding can overcome their challenges and create meaningful and impactful experiences for their users and customers.
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