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Human-readable code: Why branding is the programming language of humans

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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.


ETH at $5,000 Still on the Menu for 2024: Analyst

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  • Despite a recent price decline, analysts expect Ethereum to reach $5,000 by the end of 2024, driven by strong support at $3,500.
  • Key metrics like a low RSI and increased self-custody movements suggest a potential rally for ETH.

New ATH Incoming?

Ethereum (ETH), just like many other leading cryptocurrencies, witnessed a severe correction at the start of June, which interrupted its bullish path. Currently, it trades at a little over $3,500 (per CoinGecko’s data), representing a 7% decline on a two-week scale.

Nonetheless, some industry participants remain optimistic about its future, speculating that a new all-time high price could be reached before the end of 2024. One example is the X user Jelle, who claimed that ETH has “successfully turned” the $3.5K mark into support. Based on this, the analyst expects a rally toward the coveted level of $5,000 sometime this year.

Ali Martinez chipped in, too, claiming that whales have purchased over 700,000 ETH in the last three weeks, equaling a staggering $2.48 billion (at current rates). Such a move reduces the available supply of Ethereum on exchanges and could lead to a price rally (assuming demand stays the same or rises).

Another analyst who recently predicted a bright future for the second-largest cryptocurrency in terms of market capitalization is Wolf. The X user argued that it has been in a bullish mode since the beginning of the year. They forecasted enhanced volatility in the following months and an eventual bull run to as high as $5,000 at the end of Q3 2024.

What are Indicators Signaling?

Important on-chain metrics, such as the Relative Strength Index (RSI) and ETH’s exchange netflow, also hint that the asset’s valuation could take off soon.

The RSI, a technical analysis tool that measures the change and speed of price movements, has not dropped below a ratio of 70 since May 23. Anything above that level signals that ETH is overbought and could be headed for correction. 

For their part, Ethereum exchange inflows have significantly surpassed inflows in the past month (during most days). The shift from centralized entities toward self-custody methods is viewed as bullish since it decreases the immediate selling pressure.

ETH Exchange Netflow
ETH Exchange Netflow, Source: CryptoQuant



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Can This Week’s Economic Data Lift Crypto Markets From Lethargy?

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Crypto markets have remained sideways over the weekend with very little movement for the majors and total capitalization staying around $2.54 trillion where it has been for the past week.

There is a holiday on Wednesday in the US so stock markets will be closed and crypto markets are likely to be muted.

Nevertheless, retail sales data and PMI (purchasing managers index) reports may shed some light on the direction of economic recovery.

Economic Calendar June 17-21

May’s retail sales reports are due on Tuesday, providing information on consumer spending on durable and non-durable goods, which helps gauge the economy’s health, consumer spending habits, and demand-side inflation pressures.

U.S. industrial production reports are also due on May 18, but these have little impact on wider market and trading activity.

June’s S&P Global Manufacturing PMI report is due on Friday. This data captures business conditions in the manufacturing sector, which contributes significantly to total GDP and is considered an important indicator of business conditions and the overall economic climate in the U.S.

Many analysts now believe that the Federal Reserve’s policy outlook is leaning towards a more conservative stance.

Nevertheless, if economic reports in the next couple of months confirm the outlook of disinflation and price pressures returning to normal, the rate-cut expectations may be brought forward.

This would be good for high-risk assets such as altcoins, as more liquidity and lower rates mean easier access to capital for investments.

However, the U.S. central bank is now projecting just one rate cut this year, down from the three that it had forecast in March, so altseason may be a few months away yet.

Crypto Market Impact

It is unlikely that any of this week’s economic reports will impact crypto asset markets, so another week of low volatility is expected.

Bitcoin has fallen once again, trading below $66,000 currently, after spending the weekend stuck at just over that level.

Ethereum reached $3,645 during Asian trading but lost those gains over the past few hours, falling back to under $3,500.

There was more red than green across the altcoins, with larger losses for Shiba Inu (SHIB), Avalanche (AVAX), Uniswap (UNI), and Near Protocol (NEAR).

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A New Liquid Restaking Paradigm: Lista DAO (Everything You Need to Know)

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Liquid staking and, by extension – liquid restaking – have been some of the most interesting and fast-growing narratives in the past year.

Lista DAO is introducing an open-source liquidity protocol that’s designed to earn yield on collateralized cryptocurrencies such as BNB, ETH, certain stablecoins, and other assets, while also enabling the borrowing of the protocol’s decentralized stablecoin called lisUSD.

The team also coined the term “destablecoin,” which is used to describe the decentralized nature of lisUSD.

With that in mind, let’s dive deeper into Lista and its intricacies.


What is Lista DAO?

Lista DAO (decentralized autonomous organization) brings forward a liquidity protocol for earning yields on multiple cryptocurrencies, as mentioned above.

It is made of a dual token model, where the two native cryptocurrencies are lisUSD (destablecoin) and LISTA. It also has a set of mechanisms that are engineered to support features such as instant conversions, borrowing, yield farming, asset collateralization, and more.

The team behind Lista consists of experienced smart contract developers, according to the main website, who aim to position lisUSD as one of the most widely-used decentralized stablecoins by leveraging Proof-of-Stake and yield-bearing assets.

About LisUSD, the Destablecoin

Destablecoin is a term used to describe a relatively new asset type in the industry. The “de” prefix stands for “decentralized.”

These destablecoins take advantage of decentralized crypto assets that have been staked through a liquid-staking protocol as collateral and do not aim to achieve absolute stability in terms of price with fiat currencies like the USD.

In that sense, they are not fully volatile but definitely carry more volatility relative to absolute stablecoins.

It’s also true that destablecoins are different than all the different types of stablecoins out there.

  • They are entirely decentralized. lisUSD, for instance, will be using decentralized assets as collateral, unlike DAI, for example, which leverages USDC.
  • Destablecoins also leverage assets staked on liquid-staking platforms.
  • As mentioned above, destablecoins don’t aim to achieve absolute price parity with the USD or other fiat-based currencies.

Lista DAO and its Features

Lista DAO is designed to provide users with the abilities to:

  • Participate in the governance of the protocol through LISTA tokens
  • Claim rewards for borrowing lisUSD in LISTA
  • Farm lisUSD
  • Borrow lisUSD
  • Collateralize BNB

The intent behind the protocol is to deliver a solution for a problem that hs been experienced for a long time by some users – that of overcollateralized stablecoins for users who try to leverage their funds with a collateral dept position (CDP).

Lista uses a combination of features such as the functionality of the MakreDAO model, liquid staking, as well as more liquidity from liquidity providers (LPs) on decentralized exchanges to avoid issues such as frozen funds.

The Tokenomics of Lista DAO

As mentioned above, there’s a dual token model in place where lisUSD is the active destablecoin of the protocol, while the LISTA token is its native cryptocurrency.

The purpose of LISTA is to:

… provide a convenient and secure mode of payment and settlement between participants who interact within the ecosyste on Lista DAO without any intermediaries such as centralized third party entity/institution/credit.

It’s a BEP-20 and ERC-20 compatible token. It shall also be used to promote decentralized governance, where holders can propose and vote on proposals to determine upcoming upgrades, features, and parameters of the protocol.

The total supply will be 1,000,000,000. The token distribution looks like this:

Screenshot 2024-06-17 at 12.50.47
Source: Lista

The tokens will be allocated per the following timetable:

Screenshot 2024-06-17 at 12.51.29
Source: Binance

How to Participate in the Binance Megadrop

Lista will be the second project that Binance is launching through the so-called Binance Megadrop platform.

10% of the LISTA supply will be allocated and reserved for users who participate in the campaign.

The program aims to provide users with very early-stage access to some Web3 projects before they get listed on major exchanges.

In the following, you can find a step-by-step guide on how to participate.

First, you will need a Binance account.

You can register one using this link and also earn a $600 welcome bonus as an exclusive deal for CryptoPotato readers!

Once you have this done, you need to navigate to the Megadrop section and lock your BNB to earn scores. This is also where you can subscribe your BNB and lock it for a certain period of time. This will earn you a score.

The longer the subscription period is, the higher the multiplier will be too.

The next thing that you should do is Web3 quests. You will need the Binance Web3 wallet. You can creat yours from the Binance mobile app. Just navigate to your wallets tab at the bottom and then tap on the Web3 button at the top as shown below:

From here, simply follow the instructions, which will lead you to generating your Web3 wallet. Once you have that ready, navigate back to the Megadrop section and simply hit the start Quest at the bottom and you will have to stake some with Lista.

The total score you receive will always be a combination of your locked BNB score, your quest multiplier, and your Web3 quest bonus. here’s the formula:

Total Score = (Locked BNB Score * Web3 Quest Multiplier) + Web3 Quest Bonus.

If you choose not to do quests and simply stake BNB, you will get a multiplier of 1.

This post has been powered by Lista DAO.

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