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
SEC to Dismiss the Ripple Case? Former CFTC Chairman Thinks so
TL;DR
- Ripple’s legal battle with the SEC sees renewed optimism with Gary Gensler’s resignation and speculation of the case being dropped under new leadership.
- Legal experts suggest a possible $125M settlement or restructured terms, though opinions on dismissal vary.
Is the End Near?
Despite the numerous developments as of late, the lawsuit between Ripple and the US Securities and Exchange Commission (SEC) remains ongoing. It dates back to December 2020 when the regulator accused the company and some of its executives of illegally raising $1.3 billion through an unregistered securities offering by selling its native cryptocurrency, XRP.
The Ripple community had cause for celebration recently. First, they cheered Donald Trump’s presidential win, who promised to fire the SEC’s Chairman Gary Gensler on day 1 after assuming office. Later, the regulator’s leader (who is known for his anti-crypto stance) confirmed he will vacate his post on January 20 (the day marking Trump’s inauguration).
Somewhat expectedly, these developments have resulted in a massive resurgence for XRP’s price and speculation that the legal battle will soon be officially resolved under Gensler’s successor.
Most recently, Chris Giancarlo (former Chairman of the CFTC) claimed the SEC might drop the case during Trump’s administration.
“I would recommend that regulatory agencies drop a lot of these cases where they’ve lost. I think they should drop the XRP case. I would bet that they would,” he added.
The Possible Scenarios
The American attorneys Jeremy Hogan and Fred Rispoli also touched upon the matter recently. The former predicted that the Commission might dismiss all non-fraud crypto lawsuits filed over the years. He believes the Ripple case could be settled for the previously ruled amount of $125 million.
“It would be…awkward to settle for less than what was already awarded by a Court! The Coinbase and other cases in litigation will simply be dismissed. This will take some time. Not January, but perhaps before summer. That’s my call, and I’m sticking to it,” Hogan said.
Rispoli thinks that dropping the lawsuit is “unrealistic,” claiming the $125 million penalty for Ripple is the biggest win the SEC can gain. The lawyer also forecasted that the watchdog’s new potential leadership will “recognize this whole case was idiotic and settle at that point.”
“This might include a reduction in the fine and an agreement that current sales of XRP by Ripple are sufficiently structured to not be investment contracts,“ Rispoli added.
Meanwhile, Ripple’s CLO Stuart Alderoty recently sparked rumors that the case’s resolution might be just around the corner. In a mystic post on X, he hinted at a complete victory on the legal front, praising the efforts of CEO Brad Garlinghouse and the entire team.
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Cryptocurrency
Bitcoin (BTC) Consolidates at $93K, Altcoins Try to Break Out (Market Watch)
Bitcoin (BTC) has stabilized around $93,000 after a period of a downtrend in recent days.
Meanwhile, numerous alternative coins have entered green territory today (November 27). Some of the notable gainers include Stellar (XLM), Avalanche (AVAX), Cardano (ADA), and more.
Is BTC Aiming at $100K Again?
The past few days have not been kind to the primary cryptocurrency, whose price nosedived from almost $100,000 on November 22 to approximately $90,700 on November 26. Interestingly, the pullback coincided with some bullish developments, such as MicroStrategy’s record purchase of a whopping 55,500 BTC (equaling around $5.4 billion).
In the past 24 hours, though, the bulls have managed to recover some of the lost ground, pushing the asset’s valuation above $93,000 (a level that has been maintained for the last several hours).
It will be interesting to see if BTC will try another attempt toward the psychological mark of $100K or if the correction will last a bit longer.
Meanwhile, the asset’s market cap has dropped to $1.85 trillion (per CoinGecko’s data). However, BTC’s dominance over the altcoins remains above 57%.
Alts on the Move
Unlike Bitcoin, some alternative coins have witnessed substantial price increases on a 24-hour scale. Stellar (XLM) continues to stun the crypto community, registering a fresh 8% resurgence and reclaiming $0.50. Avalanche (AVAX) and Cardano (ADA) have also performed quite well, with gains of 6% and 4%, respectively.
Ripple’s XRP is part of the club, too, albeit seeing a more modest rally of around 2%. At the same time, its price is up almost 180% in the last month thanks to some important developments such as Trump’s win in the US presidential elections and Gary Gensler’s (the Chairman of the US SEC) announcement to vacate his post in January next year.
Other well-known altcoins registering mild pumps in the last 24 hours include Ethereum (ETH), Tron (TRX), Polkadot (DOT), Shiba Inu (SHIB), Litecoin (LTC), and others.
The total market capitalization of the crypto sector currently stands at $3.36 trillion, representing a 1% drop from November 26.
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Cryptocurrency
Ripple Contributes an Additional $25M to Pro-Crypto PAC Fairshake
Ripple Labs has announced a $25 million contribution to the cryptocurrency-focused Fairshake political action committee (PAC).
This latest injection increases Fairshake’s total war chest for the upcoming 2026 congressional elections to $103 million.
Ripple’s Support
The donation follows Fairshake’s influential role in the 2024 elections, where it emerged as the largest PAC of the cycle. According to campaign finance watchdog OpenSecrets, Fairshake raised over $200 million, contributing significantly to the success of crypto-friendly candidates.
Data shows that of the 22 congressional candidates receiving $1 million or more from the PAC during the 2024 election cycle, at least 90% won their races.
Ripple CEO Brad Garlinghouse commented on the development in a post on X, stating:
“Electing pro-crypto, pro-growth, and pro-innovation candidates is a no-brainer, and to continue that momentum, Ripple is contributing another $25M to Fairshake. Onwards!”
He described Fairshake as the most successful bipartisan super PAC in American history.
Chief Legal Officer Stuart Alderoty reaffirmed Ripple’s dedication to the PAC, noting that the company had pledged to be a leading supporter of Fairshake from its inception, even before its potential impact became evident. He also emphasized the firm’s determination to remain a strong advocate for innovation in Washington for years.
This is Ripple’s third donation to the fund over the past year. In June, the crypto company gave a similar amount to the PAC in preparation for the 2026 mid-term elections.
At the time, Garlinghouse explained that its offerings to Fairshake are part of the company’s broader efforts to actively invest in raising voter awareness about cryptocurrency’s future role.
$103 Million War Chest
Ripple Labs’ latest contribution follows major donations from two of Fairshake’s other key supporters: the Coinbase crypto exchange and Andreessen Horowitz’s crypto-focused division, a16z. Just two weeks ago, the former offered $25 million, while the latter contributed $23 million to the fund.
Combined with the $30 million carried over from the 2024 cycle, the $73 million Fairshake received from the three donors has pushed the funds in its coffers to $103 million.
In the last election cycle, crypto made giant strides, with more than 260 legislators sympathetic to digital assets elected. Fairshake and two affiliates, Protect Progress and Defend American Jobs, spent nearly $240 million on more than 50 races, securing victories in an overwhelming majority of them.
The super PAC is now positioned as an unmatched political force, ready to influence the legislative agenda for the session starting in 2026.
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