Crypto super brands are closer than you think
There’s nothing stopping crypto platforms from becoming super brands.
Opinion by: Hendrik Ghys, co-founder and CEO of Thalex
What is stopping blockchain networks or crypto platforms from becoming super brands? In theory, nothing. That’s why you frequently hear industry chatter about how plateaus in adoption are temporary embarrassments due to macro-market factors or audience mismatches.
A great brand is not defined by awareness alone but by customer captivity. This core insight comes from Competition Demystified by Bruce Greenwald. In answering the question of how to build a captive customer base, Greenwald suggests playing to at least one of three core tenets of demand-based competitive advantages: habit, switching cost and search cost.
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Author: Hendrik Ghys
