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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.

Cryptocurrency

FTX Wants to Block Claims from 49 Countries, Including China: Users Rage

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Bankrupt crypto exchange FTX is asking the court to greenlight a plan that could potentially deny billions in creditor repayments to users in 49 countries where crypto faces legal restrictions.

This could disproportionately impact Chinese users, who reportedly represent 82% of the affected claim value.

Navigating Legal Minefields in Restricted Jurisdictions

The FTX proposal, detailed in a July 2 court filing, is seeking authorization to designate 49 countries, including China, Russia, Afghanistan, and Ukraine, as “Potentially Restricted Jurisdictions.”

While claims from these regions will be automatically treated as “disputed,” the FTX Trust will first seek legal opinions for each jurisdiction, and in cases where distribution is deemed legally permissible, payouts will proceed.

However, where legal advice indicates distributing funds would violate local laws, the Trust will issue a formal notice to affected creditors. These users will then have a 45-day window to file a formal objection, including submitting it to a U.S. court.

According to the document, if a jurisdiction is ultimately deemed “restricted” and a claimant remains a resident there when repayments are processed, their funds and any associated interest “shall be immediately forfeited and revert to the FTX Recovery Trust.”

The submission has triggered significant backlash from affected users. While the FTX Recovery Trust is positioning it as a legal compliance issue, others argue it raises serious ethical questions.

“FTX accepted users from China when things were fine,” wrote one X user. “Now denying their claims entirely because of ‘restricted jurisdiction’ feels unfair.”

He described creditors from the beleaguered countries as “victims” who still deserved to be repaid.

Another Chinese claimant, going by the username “Will,” also argued forcefully against the rationale:

“While mainland China does not support cryptocurrency trading, residents… are allowed to hold cryptocurrencies… The claims process uses USD for settlement… they are allowed to hold USD overseas. So why isn’t wire transfer settlement supported?”

Meanwhile, others expressed despair, with one user asking, “Is there anything that could be done? Or they just steal all of the money?” FTX creditor advocate Sunil suggested that selling or transferring the claim to someone in an allowed jurisdiction might be a potential workaround.

Ongoing Repayments

While the controversy rages on, other creditors have been making progress with their payments. As per a July 1 update, those with claims under $50,000 have already received 120% payouts, while larger claimants received 72.5% in May. The remaining 27.5% is expected through distributions extending into 2027.

Meanwhile, the fallout from FTX’s 2022 collapse continues to resolve elsewhere, with most celebrity endorsement lawsuits dismissed, though retired NBA star Shaquille O’Neal settled for $1.8 million.

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This Critical Binance Metric Suggests Incoming Surprises for Bitcoin: What You Need to Know

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Binance’s net taker volume surged past $100 million just ahead of the latest US Nonfarm Payrolls (NFP) report.

Such a trend points to aggressive buying as traders position for a key macroeconomic catalyst.

Binance Sees Aggressive Buy Orders

In its latest analysis, CryptoQuant revealed thaft this spike reflects large market buy orders on Binance, indicating strong bullish sentiment or speculative bets on continued market momentum.

The US labor market report, released shortly after, showed Nonfarm Payrolls increasing by 147,000 in June. This figure exceeded analysts’ expectations of 110,000-118,000. The unemployment rate also fell to 4.1% from 4.2% in May and was the lowest level since February, according to the Bureau of Labor Statistics.

The stronger-than-expected employment data reduces the chances of near-term rate cuts, ultimately backing the Fed’s plan to maintain higher rates to control inflation. Market-implied probabilities now reveal a 95% chance the Fed will hold rates steady at its July meeting, as it rose from 75% before the jobs report was released.

A resilient jobs market has strengthened the US dollar, as expectations of delayed or reduced interest rate cuts make the currency more attractive relative to others.

Historically, strong NFP data and hawkish Fed expectations have weighed on risk assets, including Bitcoin, as a firmer dollar environment tends to reduce the relative appeal of alternative assets.

The combination of Binance’s aggressive buy-side activity and the strong jobs report could pave the way for potential volatility in crypto markets as traders assess the Fed’s policy outlook and the broader macro environment.

After US jobs data beat forecasts, Bitcoin briefly climbed above $110K before retreating to $108.8K.

July Seasonality Fuel Optimism

As per crypto analyst Daan Crypto Trades’ observation, holding above $108K is critical for the leading crypto asset to avoid a downward spiral. He considers a close near the $110K region a healthy sign.

Meanwhile, Matrixport noted that July has historically been a strong month for Bitcoin, as 7 out of the last 10 Julys have closed positively and have an average return of over 9.1%. Supported by the improving Fed outlook and post-July 4 optimism, the next few weeks could offer a final push higher before another round of consolidation. The Greed & Fear Index is also bottoming out, a signal that often precedes upward momentum in Bitcoin’s price.

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Chainlink’s Consolidation Echoes Bitcoin’s 2023 As Retail Apathy Meets Whale Hunger

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Chainlink (LINK) remains locked in a $12-$15 price stalemate, owing to the continued whale accumulation amid retail disengagement.

On-chain data shows sustained negative exchange netflows of around 100,000 LINK per week, which indicates that whale entities are absorbing sell pressure without significant price disruption.

LINK Faces Critical Test

CryptoQuant stated that this trend contrasts with occasional retail-driven spikes, such as March 2025’s 5 million LINK deposit surge. Retail activity has stayed flat, as evidenced by the daily active addresses hovering between 28,000 and 32,000, while transaction counts remain stagnant at around 9,000 per day. Despite increased oracle utility, retail failed to capitalize on a minor activity bump seen in late 2024.

Whale urgency is evident as exchange withdrawals peaked at 3,000 transactions per day in Q4 2024 and remain elevated, thereby steadily draining exchange reserves, which have fallen approximately 40% year-to-date. Neutral leverage metrics are preventing volatility and have allowed systematic accumulation without triggering a breakout above $15.

A resolution to this deadlock will require a spike in retail participation to ignite momentum or a slowdown in whale withdrawals to weaken accumulation. Until a catalyst emerges, LINK’s structure matches Bitcoin’s 2023 consolidation phase before its surge in 2024.

While this accumulation standoff continues on-chain, Chainlink has been expanding its broader ecosystem through partnerships.

Collaborations With Mastercard and Visa

Last month, the decentralized oracle network partnered with Mastercard to allow 3 billion cardholders to purchase crypto directly on-chain using fiat payments. The collaboration utilizes interoperability infrastructure and Mastercard’s global network to remove barriers to crypto access.

Partners like Zerohash, Shift4, Swapper Finance, and XSwap support liquidity, compliance, and fiat-to-crypto conversion, bridging traditional payments with decentralized finance environments.

Chainlink also completed a pilot under the HKMA’s e-HKD+ initiative with Visa, wherein the duo tested cross-border investment transactions using CBDCs and stablecoins. In the trial, ANZ’s AUD-backed stablecoin A$DC was converted into e-HKD and used to invest in a tokenized money market fund.

Chainlink’s CCIP enabled asset transfers between ANZ’s private blockchain and Ethereum’s public testnet, while Visa’s VTAP managed the token lifecycle. The pilot demonstrated instant, compliant investment fund access, which reduced settlement times from days to just seconds, even on weekends.

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