Cryptocurrency
Human-readable code: Why branding is the programming language of humans
For too many Web3 projects, marketing is often an afterthought. The prevailing wisdom is that a visionary founder will generate a killer idea that will get VCs frothing, use their funding to hire a superstar developer (or an entire team of them) and bring the vision to life via the medium of code.
Once there’s a minimum viable product (MVP) to showcase, the project needs a user base to make this thing into a viable product. At this point, it’s time to fire up the Magical Marketing Machine, which connects to your various channels to create a nonstop value-generating stream of leads and conversions, drawn in by the irresistible lure of the initial killer idea. Once they hear about it.
This mindset isn’t helped by the stories of often inexplicable viral success that regularly punctuate the crypto headlines. But viral success isn’t the same as success. Just look at Terra’s LUNA collapse, the Squid Game scam or SafeMoon’s pump and dump for several relatively recent examples of viral “success.”
Of course, a few exceptional viral cases have managed to achieve longevity. For instance, Bored Ape Yacht Club and SushiSwap are two examples of projects that leveraged initial viral success to attain long-term recognition.
There is no formula or algorithm to guarantee viral success. But marketing, as a value-generating function of a commercial organization, is different. It has a toolkit at its disposal, and the most powerful of those tools is the brand — the programming that conveys the message of an offering to a human audience.
Effective branding relies on good code
Successful firms know that branding and marketing don’t happen by magic or according to checklist-type formulae. When it’s planned and executed well, a robust branding strategy is analogous to computer code. Blockchain developers use programming languages to translate their applications into a set of instructions that the blockchain can execute consistently. The branding strategy tells everyone in an ecosystem what messages they should be using and how to deliver them in a way that’s comprehensible and engaging.
Programming involves choosing the correct syntax and functions to generate a particular outcome efficiently, while branding involves selecting messaging that resonates and choosing the most effective ways to convey it. Solidity is Turing-complete, in that it can be used to program virtually any task. In this sense, branding as a programming language is also Turing-complete, as it can be used to craft any message you choose.
Beyond text, which already contains all the richness of tone and language, you send a message with every choice in the presentation of your offering, from colors and logos to advertising outlets and collaboration partners. Every nuance conveys the messages of your brand that will be decoded and disseminated by the world.
This is where you must beware. A Turing-complete language can also easily create unintended consequences. In blockchain terms, a bug in the code, a typo or an unknown eventuality created by an attacker may result in hacks, stolen funds and a loss of good reputation.
Marketing gaffes — a result of anyone being able to go out there and say whatever they like — can end up as PR disasters. No stolen funds, but irreparable damage to your brand will quickly hit your revenue source with precisely the same net result.
But more often than not, the worst outcome of bad branding is a massive loss of opportunity. Do you want to maximize the impact of your marketing budget? Start with your brand and its strategy.
A critical success factor or an afterthought?
It’s time for a mindset shift. Your branding is your product. After all, without recognition, the most amazing invention in the world is not a product — it’s just something someone dreamed up.
Despite the fact that branding is unquestionably a pivotal factor in commercial success, it’s baffling that Web3 founders tend to treat it as an afterthought. I’ve come across projects due to launch next month, where basic marketing planning is only just underway. I’ve also seen projects where the team is operating entirely on junior staffers with little prior experience in Web3 or marketing — let alone developing a brand from scratch.
It’s hard to imagine any founder leaving their programming to chance. How will the app perform if the only programmer has a high-school knowledge of coding? Or, what kind of quality could a star team of coders produce, given only a month for building and testing?
The more extensive and sophisticated the underlying code, the more powerful and impactful the technology. The same applies to branding.
Evaluating your stack
Ultimately, my message to Web3 founders is to examine your current branding approach and consider whether it accurately reflects the image you want your project to convey.
This may mean reexamining your overall strategy. For instance, is there a clear and consistent set of brand messages that forms the basis of all communications?
Are you confident that your marketing plans are rooted in the best possible practices for your offering and audience, and not simply a checklist of channels and touchpoints?
You may also need to evaluate time allocated to marketing and branding activities. Are there sufficiently available person-hours to generate interest and engagement ahead of a launch?
Assessing your approach may also involve evaluating your marketing talent and leveraging expertise as required. Do you have the right skills on board to develop and execute a branding strategy?
Finally, does your plan allow for activities such as testing campaign materials with target audiences or refining messages on different channels?
It’s true that all of the above activities will take time and effort and may uncover a need to invest further. But once your branding code is as robust and rigorous as your product code, you’ll already be ahead of the competition.
German is co-founder and chief relevance officer of THE RELEVANCE HOUSE, a branding and marketing agency focused on blockchain and Web3.
This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.
Cryptocurrency
MORI COIN (MORI) Explodes by 300% in a Day: The New Crypto Sensation or a Downright Scam?
TL;DR
- The price of the Solana-based meme coin skyrocketed after drawing massive attention across social media platforms.
- One trader turned $290 into $1.6 million but still holds the position – risky, as the valuation could crash just as fast. Moreover, the token lacks real utility, making the rally purely speculative.
The Impressive Jump
It’s a familiar sight in the meme coin sector: a token suddenly skyrocketing by double or even triple digits in a short period. Today’s best performer is the lesser-known MORI COIN (MORI), whose price has exploded by over 300% on a 24-hour scale, while its market capitalization has surged past $150 million.
The Solana-based asset is one of the top-trending cryptocurrencies on CoinGecko, and among the most talked-about on the social media platform X. Its rally is driven by considerable interest from traders.
Earlier today, Stalkchain estimated that MORI headed north due to a wave of fresh wallets that were “aggressively buying in.”
While the meme coin’s rally is undoubtedly impressive, investors contemplating whether to jump on the bandwagon should keep some important notes in mind. For one, MORI was launched by a notorious Russian YouTuber (with over 3.2 million followers) who allegedly runs a massive Darknet marketplace.
That said, many X users labeled the asset as one of the biggest scams in the crypto space. David Crypto Scam Hunter supports that thesis, albeit suggesting that further gains in the future are not out of the question.
⚠️⛔️$MORI
One of the biggest scams rn
It might go higher – why not?
But no doubt… it’s a massive scam
Update coming soon. https://t.co/idZMnn6MdK pic.twitter.com/u2BOo496HR
— David Crypto Scam Hunter (@CryptoScamHuntO) June 30, 2025
Besides its purported connection to a Dark Web marketplace, MORI lacks intrinsic value, and its price is driven purely by hype, speculation, and insider promotion. There’s also limited transparency regarding the token’s supply, developer wallets, or whale distributions. Its marketing strategy mirrors previous pump-and-dump schemes, which have caused crucial losses to investors in the past.
Early Birds Make Fortunes
Scam or not, MORI (just like many other meme coin that recorded massive gains in its early days) allowed savvy traders to generate substantial profits.
The X account, DexCheck AI, revealed the case of one person (or entity) who turned $290 into $1.6 million by investing in the token. As of this writing, the wallet still holds the position. This is a risky move, as a potential crash could wipe out the paper profits entirely. However, MORI’s bull run might still be in its early stages, and the fortune could potentially grow even larger in the coming days.
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Bitcoin is starting the week with a test of the $108,000 level. The primary cryptocurrency also attempted to break above this level during the weekend but failed to do so.
Meanwhile, certain altcoins are charting notable gains, while the majority of the market is trading in the green.
Bitcoin Price Testing $108K
Bitcoin is seemingly attempting to break above the $108,000 level – something that it’s been trying to do for quite a while now. Unfortunately, at least up until this moment, the cryptocurrency has been unsuccessful in doing so. Today, however, it almost reached $109,000 before the sellers took the stage.
The most recent attempt comes amid news that the Japanese comapny MetaPlanet has made yet another Bitcoin buy worth some $108,000 and amid growing expectations that Michael’s Saylor’s Strategy will announce its own strategic purchase.
At the time of this writing, BTC’s price retraced to around $107,700 and it’s interesting to see if it will finally be able to break above this relatively narrow range that it’s been trading within for the past week.
Altcoins Mixed, ARB Rallies
Today’s heatmap is rather mixed with the majority of altcoins trading mostly flat. However, there’s an obvious exceeption to it all in the face of Arbitrum’s ARB token, that’s up 15% on the day. In fact, it soared by around 20% but has since retraced a little bit.
As CryptoPotato reported, the primary reason behind Arbitrum’s surge today is that there are some rumors that the popular retail-oriented trading app Robinhood might use the network to build its own protocol. Hours ago, the fintech comapny revealed that it will be conducting a fireside chat with Ethereum’s founder Vitalik Buterin and the CSO of Arbitrum’s Onchain Labs – A.J. Warner.
Other than ARB, the majority of other altcoins are trading relatively flat with PENGU, OP, and HYPE up by 3.5% in the past 24 hours – slightly ahead of the curve.
KAIA, Pi Network (PI), and Mantle (MNT), on the other hand, are the worst performers, down 6.1%, 5.4%, and 5.7%, respectively.
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Cryptocurrency charts by TradingView.
TL;DR
- ARB spiked to a two-week high following a combination of rumors and positive factors.
- While some analysts believe it may rally even further in the short term, the RSI’s ratio of over 80 suggests an incoming pullback could be on the horizon.
The Top Performer
ARB, the native token of Arbitrum, has been the best-performing cryptocurrency from the top 100 club over the past 24 hours. Its price is up an impressive 20% for that timeframe, reaching $0.38 (per CoinGecko’s data).
Its market capitalization shot to almost $2 billion, thus flipping Official Trump (TRUMP), Render (RENDER), Filecoin (FIL), Algorand (ALGO), and other well-known altcoins. Currently, ARB is the 60th-largest cryptocurrency.
The most likely reason for the uptrend is the rumor that Robinhood might team up with Arbitrum to build a blockchain platform that enables European investors to trade US stocks. Just a few hours ago, the fintech company revealed it will conduct a “fireside chat” with Ethereum’s founder Vitalik Buterin and A.J. Warner (CSO of Onchain Labs – an entity that stands behind Arbitrum).
Another factor that may have positively impacted ARB’s valuation is the further support coming from Binance. The world’s leading crypto exchange recently announced it will add the trading pair ARB/USDC to its Trading Bots section, although this one is more on the speculative side and not as likely to have fueled any meaningful price change.
More Gains on the Way?
ARB’s surge has garnered attention across the cryptocurrency industry, with several analysts suggesting it may signal the start of a significant bullish trend. One X user envisioned a potential breakout of a certain trendline, which could send the price to $0.50 and beyond.
Crypto TA King thinks “ARB looks amazing” at its current levels, saying they will “take entry” if the valuation drops to the $0.32-$0.34 range.
Despite the prevailing optimism, investors should exercise caution because the token’s Relative Strength Index (RSI) has spiked above 80. This is generally viewed as bearish territory, as it indicates that the price has increased too rapidly in a short period and may be poised for a short-term correction.
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