If blockchain projects sold cars: Facts vs. feelings in Web3 marketing

cointelegraph.com:

If you look closely enough at the Web3 sector through a marketer’s lens, you begin to see a fundamental mismatch between how blockchain and crypto projects market themselves and how effective brands do it in the real world. 

Let’s take a look at the car industry as an example to see what I mean. When carmakers reach out to their audiences, what are they projecting? 

Here are a few examples of the first words that jump out from the main web pages of household name car firms. 

The visuals we see in car ads are similarly conceptual and yet highly evocative. Open roads and big skies show freedom. Green landscapes denote sustainability. Bright colors shout fun and youthful irreverence. Smooth lines and glossy surfaces speak to design, luxury and timeless elegance. 

Here are some messages that aren’t ever featured in car branding or that you’ll typically see anywhere in the main marketing touchpoints:

I’ve chosen cars here, but we could analyze virtually any segment and the results would be the same. 

On the one hand, we have an industry that understands the inherent symbiosis between offering and branding, and the industry knows how to leverage that symbiosis for maximum psychological effect. The very design of the product (in this case, the car) reflects the brand that the company is trying to convey for that model, and the brand messages are consistent throughout each touchpoint. It’s all engineered to invoke the same emotional response and meet the same set of human needs through clear positioning. Every time — no matter where you encounter the brand. 

On the other hand, we have an emerging (and — let’s be honest — often struggling to be heard) Web3 industry that’s trying too hard to push obscure selling points that nobody is