The 7 Indisputable Principles
of Web 3 Marketing
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In the complex, competitive and chaotic space of Web 3 marketing lies an opportunity for any ambitious brand with a vision. It’s earned by those who dare to follow very specific and powerful principles in marketing and branding, and ones that we at NONCITIZEN use as the cornerstone of how we work with Web 3 brands.
We believe the Web 3 space needs to level up its branding game. Why? Because as a collective, if we want to transition from Web 2 to Web 3 and achieve mass adoption, we need brands that stand out and stay relevant.
In our commitment to this evolution, we’re unveiling the blueprint for a Web 3 brand’s ascent to greatness—a brand that doesn’t just resonate but creates cultural impact and keeps it.
Web 3 Marketing Principles
- The Principle of First
- The Principle of Mindshare
- The Principle of Perception
- The Principle of Concentration
- The Principle of Uniqability
- The Principle of Contrary
- The Principle of Positioning
The Principle of First
There’s a golden rule in marketing: be the pioneer, be the first.
Historically, it’s not just about being the best; it’s about being the earliest. Reflect on Heineken, which didn’t just brew another beer but became the first imported beer in the U.S., setting a precedent. This wasn’t just about flavor or branding; it was a strategic move to capture a market untouched by foreign brands. Similarly, Harvard stands tall, not merely as an institution of academic excellence but as the first college in America. Its prestige isn’t solely based on its academic prowess but on the perception of being the pioneer, the first.
But why stop at tradition? Enter the Web 3 realm. Here, the digital frontier is vast, and the opportunities are boundless.
It’s not just about creating another blockchain or another token. It’s about being the first to address a unique need, to fill a gap, to offer something the world hasn’t seen. Before Bitcoin’s inception, the world grappled with the limitations of centralized banking systems, such as restricted access, high fees, and the potential for government interference. Bitcoin emerged as the first asset of financial sovereignty, introducing a decentralized currency system where transactions were trustless, eliminating the need for intermediaries. It wasn’t just a digital asset; it was a revolutionary concept that challenged traditional financial paradigms.
Ethereum didn’t merely introduce smart contracts; it revolutionized the decentralized application landscape. By creating a platform where “code is law,” Ethereum facilitated the birth of Decentralized Finance (DeFi) and Non-Fungible Tokens (NFTs), pioneering a new wave of blockchain innovation and utility.
Yet, with all its glory, being the first mover isn’t a stroll in the park. It demands foresight, innovation, and the audacity to venture into the unknown.
In what new category can your Web 3 brand be the first and leave a pioneering mark?
The Principle of Mindshare
In Web 3, it’s not just about being the first; it’s about being the first in the mind. Historically, brands have jostled not for market share, but for mind share. Dive deep into the cola wars: Coca-Cola, the age-old giant, and Pepsi, the audacious challenger. While Coca-Cola had the legacy, Pepsi smartly pitched itself as the drink for the new generation. It wasn’t about taste; it was about capturing a generation. Pepsi’s strategy wasn’t just about flavor; it was about resonating with a younger audience, positioning itself as fresh and modern.
Fast forward to the Web 3 era. In this digital realm, it’s not about being the first platform or token; it’s about being the first narrative that resonates, the first promise that sticks. Let’s examine Filecoin. In the burgeoning space of decentralized storage, Filecoin has managed to carve a significant niche for itself. It’s not merely another decentralized storage solution; it’s a vision of a decentralized internet where users are rewarded for sharing their storage space. Filecoin’s proposition isn’t just about storing data; it’s about reshaping the way we think of online storage. Instead of centralized entities holding all the data, Filecoin envisions a world where data is stored across a network of individual nodes, ensuring redundancy, security, and democratization of the web. This narrative has allowed Filecoin to capture significant mindshare among those who believe in a more decentralized internet.
But remember, capturing the mind is just the beginning. It demands continuous engagement, innovation, and a commitment to deliver on promises.
Where will your Web 3 brand’s story capture and maintain presence in the minds of users?
The Principle of Perception
In marketing, perceptions often shape realities more than the actual attributes of products or services. Historically, it’s not just about a product’s quality or its features; it’s about how it’s perceived. Delve into the classic battle between McDonald’s and Burger King. While both offered fast food, their strategies diverged. McDonald’s often portrayed itself as a family-friendly space, emphasizing the experience of dining as much as the food. Burger King, on the other hand, emphasized customization with its “Have It Your Way” campaign. It wasn’t about taste alone; it was about the perception of choice and individuality.
Transition to Web 3, and the landscape becomes even more nuanced. Here, perceptions are shaped not just by technology but by the narratives that surround them, the problems they aim to solve, and the communities that support them. Take Chainlink, for instance. Chainlink addresses a fundamental challenge in the blockchain ecosystem: how to securely connect smart contracts with data from the outside world. By providing reliable and tamper-proof data feeds through decentralized oracles, Chainlink bridges the gap between on-chain and off-chain systems. This isn’t just a technological feat; it’s a foundational element for the functionality of many decentralized applications. Chainlink’s perceived value isn’t only in its technology but in its role as a critical infrastructure piece in the decentralized web. Its partnerships with major blockchain projects, consistent community engagement, and transparent development further solidify its perception as the leading decentralized oracle network.
In this digital age, perceptions can change rapidly. It’s not just about creating a strong perception; it’s about continuously reinforcing and evolving it.
How does your Web 3 brand want to be perceived, and how will it maintain and evolve that perception?
The Principle of Concentration
In marketing, focus has always been paramount. Historically, brands have thrived not by being everything to everyone but by honing in on one thing and doing it exceptionally well. Reflect on FedEx, which didn’t just deliver packages but became synonymous with “overnight” delivery. They owned that promise, that word, in the minds of their customers. Their entire brand narrative revolved around the reliability and speed of their service.
But Web 3 marketing takes this principle to a new level. In a decentralized digital universe, where countless platforms and tokens are vying for attention, having a clear, concentrated focus is more crucial than ever. Take the case of Monero. In the vast world of cryptocurrencies, Monero has distinctly positioned itself with a clear focus on privacy and anonymity. It’s not just about the technology but the narrative. Monero communicates a compelling message about safeguarding user privacy in an increasingly transparent digital world, emphasizing the importance of transactions that are untraceable and unlinkable.
Having a clear focus isn’t just about branding; it’s about survival in the Web 3 world. With countless new projects launching every day, only those with a clear, concentrated focus will stand out and thrive.
What’s your Web 3 brand’s focus, and how will you ensure it remains clear to your audience?
The Principle of Uniqability
Brands have always strived for exclusivity in marketing. Historically, it’s about offering something that no one else does, about owning a unique word or position in the consumer’s mind. Dive into the world of brand wars, and you’ll see that when one brand owns a position, its competitors pivot, finding their own unique space. Apple, for instance, didn’t just produce tech products; they positioned themselves at the unique intersection of technology and seamless user experience. Their entire narrative was about creating products that sat at the crossroads of science and humanities.
Transition to Web 3, and the principle of uniqueness takes on a new dimension. In a world of decentralized platforms and tokens, being unique isn’t enough; you have to truly stand out. Take the Brave Browser, for instance. In the crowded space of web browsers, Brave stands out not just for its focus on privacy but for its innovative approach to ads. Instead of bombarding users with ads, Brave rewards them with Basic Attention Tokens (BAT) for viewing opt-in ads. It’s not just about browsing the web; it’s about reshaping the online ad economy to benefit users directly.
Being unique in the Web 3 space is more than a branding strategy; it’s a survival tactic. With new platforms and tokens emerging daily, only those that offer something different will stand out and thrive.
What sets your Web 3 brand apart, and how will you ensure that it remains unique in a sea of competitors?
The Principle of Contrary
In marketing, sometimes the best strategy is to go against the grain. Historically, brands aiming for the top have often found success not by emulating the leader, but by positioning themselves as the alternative. Consider Dollar Shave Club: In a market dominated by established razor brands like Gillette, which emphasized advanced technology and multiple blades, Dollar Shave Club took a contrarian approach. They introduced a subscription model that delivered simple, affordable razors directly to consumers. Their humorous and direct marketing campaigns emphasized value and convenience over high-tech features, quickly capturing a significant market share.
Now, transition to Web 3. In a space teeming with platforms and tokens, standing out often means taking a contrarian stance. While Bitcoin is often hailed as digital gold, Litecoin positions itself as the silver counterpart. It’s not a mere Bitcoin clone; it offers faster block generation times and employs the Scrypt hashing algorithm, a different cryptographic algorithm than Bitcoin, making it a more lightweight, transactional cryptocurrency. Litecoin’s narrative is clear: while Bitcoin is a store of value, Litecoin ensures everyday transactional efficiency.
The contrarian advantage isn’t just about being different; it’s about understanding the leader’s weaknesses and turning them into your strengths.
How can you turn the tables and use the leader’s strength against them?
The Principle of Positioning
In marketing, understanding your position in the hierarchy is crucial. Historically, it’s about discerning where your brand is positioned in the pecking order of consumer preference. Reflect on Converse, which, despite the rise of high-tech athletic shoes, maintained its position as a timeless and versatile sneaker. It didn’t try to compete with the advanced features of athletic brands; instead, it embraced its classic design and cultural significance, appealing to a broad audience from rock stars to everyday people.
In Web 3, the hierarchy takes on a digital form. In this decentralized cosmos, it’s not merely about your token or platform; it’s about discerning where you stand in the vast ecosystem. Both Cardano and Tezos have carved unique niches in the blockchain world. Cardano, with its research-driven approach, emphasizes peer-reviewed technology, ensuring robustness and innovation. Tezos, on the other hand, champions on-chain governance, allowing its protocol to evolve through community consensus, emphasizing adaptability and long-term sustainability. Their positioning isn’t just about their features; it’s a reflection of their visions for the future of decentralized platforms.
Navigating the hierarchy isn’t just about ambition; it’s about astute strategy, relentless innovation, and a deep understanding of the digital terrain.
Where is your Web 3 brand positioned among competitors, and what moves will propel it upward?
Key Principle Takeways
In the fast moving space of Web 3 marketing, NONCITIZEN doesn’t just play the game; we redefine it. We don’t believe in settling for the ordinary. We believe in pushing boundaries by combining creativity with critical thinking. For us, these principles aren’t just words on paper; they’re the bedrock of our ethos. They’re the compass that guides every brand we touch, ensuring they don’t just make a mark, but leave impact.
If you’re aiming for your Web 3 brand to truly resonate and carve a distinct niche in the expansive Web 3 landscape, consider how many of these web 3 marketing principles you can align with and answer their core questions.
The Principle of First
In what new category can your Web 3 brand be the first and leave a pioneering mark?
The Principle of Mindshare
Where will your Web 3 brand’s story capture and maintain presence in the minds of users?
The Principle of Perception
How does your Web 3 brand want to be perceived, and how will it maintain and evolve that perception?
The Principle of Concentration
What’s your Web 3 brand’s focus, and how will you ensure it remains clear to your audience?
The Principle of Uniqability
What sets your Web 3 brand apart, and how will you ensure that it remains unique in a sea of competitors?
The Principle of Contrary
How can you turn the tables and use the leader’s strength against them?
The Principle of Positioning
Where is your Web 3 brand positioned among competitors, and what moves will propel it upward?
The Web 3 marketing is complex and evolving, but with the right marketing strategy and excution, your project can rise above the noise. NONCITIZEN is an elite team of Web 3 branding and marketing experts, with over 15 years of digital marketing and branding experience and over 5 years of Web 3 marketing experience.
Let’s craft a strategy for your Web 3 brand that resonates, captivates, and leads. Book a consultation HERE or drop us a line on telegram @noncitizen