Stellar's marketing summit 'Build Better' shared many insights that are extremely valuable for marketers and developers. Here are the key points:
Being merely good is not enough
In today's market, competition is exceptionally fierce; even the most advanced technology can be eliminated and ultimately fade into the 'graveyard of technology.' The reason is that technology itself is not the determining factor; it is the story behind it that truly drives success.
Your project may not be as perfect as you think
Complex ideas need to be expressed in simple ways. You can try using the 'from / to' framework: we help users move from 'current predicaments' to 'ideal states.' For example, Nike is not selling shoes; they are conveying the feeling of 'becoming an athlete.'
Marketing is a process of building relationships
You can compare your relationship with customers to a romantic journey:
Get to know them
Engage with them further
Maintain ongoing interaction
Ultimately build long-term commitment
Trust is the cornerstone of relationships, while stories are the bridge that connects both parties. A great story can not only touch hearts but also inspire trust and prompt action.
「Focus on clear goals」
Trying to satisfy everyone's needs may ultimately lead to doing nothing well. Excellent marketing is not about solving every problem but focusing on solving the most important one.
「Brand is the embodiment of trust」
In the crypto space, technology is complex and concepts are abstract; the role of the brand is to make these seemingly intangible things feel real. A brand is not just a logo or a slogan; it is an emotion. When the audience hears your name, their feelings represent your brand value.
「Brand is the key to differentiation in a homogenized market」
In a highly homogenized competitive market, brand becomes the key factor that distinguishes one from another. Technology may struggle to create differentiation, but a brand can resonate emotionally, helping you stand out among many competitors.
「Marketing = Well-designed 'accidents'」
Effective marketing creates an experience that appears 'just when needed' by integrating place, price, promotion, and product, making customers feel like it’s something they were destined to need.
「Mindshare becomes the new return on investment metric」
In Web3 marketing, the focus is shifting from simple conversion rates to 'mindshare.' This means it's not just about attracting customers; more importantly, it's about making your brand memorable and an indispensable part of industry discussions.
「Brand is people's evaluation of you」
And 'positioning' is the brand image you convey to the outside world. The ultimate goal is to occupy mindshare: ensuring that your brand vision can integrate into mainstream, influential public discourse.
「Context determines success or failure」
The performance of AI highly depends on the contextual information you provide. As computing costs continue to decline, the real competitive barrier is no longer the technology itself, but the time and thought invested. Context and coordination will become key in the future.
「Internal promotion of the brand is also necessary to avoid dilution」
If the business development (BD) team lacks consistency in external promotions, it may inadvertently weaken brand value. Through close teamwork and a clear communication framework, brand consistency and integrity can be effectively maintained.
「Personal brand is your unique advantage」
In the Web3 space, marketers are no longer just behind-the-scenes players but representatives of the brand. Finding your voice, showcasing your true self, and establishing deep interactions with your audience will become your core competitive advantage.
「Technology is not the key; the story is the core」
Whether you are a developer or a marketer, the key to success is not having the most advanced technology, but telling a story that can move hearts. In this era of information overload, a clear and resonant story is what will make you stand out.