Web3 marketing experts share brand building and crisis management strategies

At a recent Web3 rise marketing themed event, a well-known blockchain company executive shared his insights on corporate marketing and brand building. He emphasized that companies must have the ability to transcend cycles, first by clarifying their positioning and value creation, and secondly by having a comprehensive methodology.

The executive pointed out that excellent products and brands are either industry leaders or unique. Therefore, a strategy of "avoiding the strong, attaching to the strong, and being strong" can be adopted in product positioning. In terms of value proposition, user needs are the starting point, while the uniqueness of the product is the focal point. Whether influencing user mindset or guiding decisions, the essence of marketing is to capture the real needs of users, with the ultimate goal of promoting sales.

He suggests that companies should first identify their target in their marketing strategy. Strong companies can adopt a "focus on the big and let go of the small" strategy, while resource-limited companies can choose to "stick to the fundamentals and innovate." He emphasizes that marketing is a strategic task, and companies must have a holistic and long-term perspective. Business leaders must either be well-versed in the art of marketing or fully trust their marketing teams.

Regarding pricing strategy, the executive believes that price is one of the main means of competition for enterprises. Companies should clearly define pricing objectives and dynamically adjust strategies based on market changes. In terms of brand building, he proposed four levels of brand pricing capability: awareness, preference, category, and identity.

When discussing crisis public relations, he emphasized that integrity is the cornerstone of public relations work. Even in the face of a crisis, companies should remain calm, proactively respond, and avoid taking evasive or overly aggressive stances.

This event lasts for two days and is held in Singapore. It brings together representatives of top projects that have recently experienced rapid growth and well-known investors, engaging in in-depth discussions around core topics such as personal brand building, marketing strategies, community culture construction, user acquisition, and retention, with the aim of exploring the essence and innovative methods of marketing in the Web3 era.