ETH lacking marketing to boost its growth? Web3 expert Kristel: Marketing is the key to adoption, not an option

Ethereum, as a key pillar in the blockchain industry, is known for its technological innovation. However, the role of branding in Ethereum has gradually become a topic of discussion. Kristel, a member of the Web3 branding company, recently shared insightful views on Ethereum's marketing needs on Twitter, emphasizing that marketing is not only a crucial means to promote technology adoption but also a key factor in shaping culture and values. View the full post here.

Does Ethereum Need Marketing? Is It Up for Debate?

Kristel argues that the debate over whether Ethereum needs marketing has become redundant. She bluntly points out, "Everything needs marketing, including Ethereum." She believes that while Vitalik Buterin, as a prominent figure in Ethereum, has to some extent served as a marketer, his focus as the primary architect of the technical blueprint is not on marketing. Kristel emphasizes that marketing should support and amplify the vision of Ethereum's technology, rather than rely solely on individuals.

Is L2 the Sole Marketing Strategy? Don't Limit the Possibilities

Regarding the viewpoint that Layer 2 solution L2 could replace Ethereum's marketing strategy, Kristel offers a rebuttal. She believes that delegating the marketing responsibility to L2 not only weakens its own brand but could also blur the relationship between L2 and Ethereum. "Ethereum is the foundation of L2, but not its entirety. Don't dilute your narrative," she advises.

Marketing Isn't About Hiring "Meme Masters," but Understanding Culture

Kristel explicitly states that she doesn't think the Ethereum Foundation needs to hire a group of marketing experts solely focused on creating memes, but she emphasizes, "Understand your culture because you are the ones creating it." Marketing should focus on shaping and reflecting community culture, rather than simply pursuing viral spread.

Marketing Is Crucial for Adoption

Kristel's stance on the importance of marketing is clear. She points out that Ethereum is committed to building a decentralized future, but this future won't automatically be embraced by people. "Marketing can expand people's understanding, trust, and adoption of Ethereum. This is essential for widespread adoption," Kristel emphasizes.

No Marketing Doesn't Protect the Brand, It Could Pose Risks

Kristel further argues that lacking a marketing strategy doesn't protect the brand; instead, it could leave Ethereum vulnerable to communication gaps. "If you don't tell your story, others will, and their interpretation may not be accurate." Therefore, she believes that Ethereum needs a clear marketing direction to ensure brand integrity.

Marketing Is Important Internally and Externally

Kristel adds that marketing isn't just about external perception; it's also crucial for the development of the internal ecosystem. "Developers need a clear positioning to align with Ethereum's vision." She believes that marketing can provide the necessary guidance for builders to more effectively participate in the ecosystem's growth.

Marketing Amplifies Culture

Lastly, Kristel presents a key perspective: Ethereum is not just a technical project but a culture, and marketing is the best tool to amplify this culture. She urges the Ethereum community and foundation to recognize the importance of marketing, allowing more people to understand and engage in this decentralized revolution.