A skilled marketer who can proficiently use AI will stand out in this wave of technological change, becoming a "super individual" with super productivity.
Authors: Jin.mm & Kevin
Compiled & Organized by: Deep Tide TechFlow
The future marketer only needs two things: creativity and a mind that can use AI. As the upstream of marketing, brand storytelling and design are at the forefront of Web 3 projects. Today, we share how Web3 marketing experts use AI tools to deliver a set of "combination punches," providing tools and encouraging a "bring it on" approach.
Case 1: Designer's AI Combination Punch
Monad's designer @kvncnls shared on Twitter the process of using various AI design tools to create a banner for the Monad testnet, showcasing how AI can bring design ideas to life in a professional design. This greatly enhances the production efficiency of design for future marketers. AI design tool combination: @figma, @jittervideo, @LottieFiles, @cursor_ai, @greensock
Case 2: Brand Positioning Methodology Shared by Top Web 3 Agency Hype, and GPT Model Links
Web 3 growth hacker @xkonjin organized a conversation between @celestia's brand positioning expert and @hypepartners' chief marketing officer @emilyxlai, sharing the methodology of brand positioning, the GPT model, and a comparison table of brand positioning for well-known Web 3 projects Celestia, EigenLayer, and Symbiotic.fi. Using this GPT model with the brand positioning framework in the table can make formulating brand strategies much more efficient. Feel free to take it!
GPT:
https://chatgpt.com/g/g-gGzxm4apv-crypto-branding-positioning-gpt
Table:
https://docs.google.com/spreadsheets/d/1FBB6CC6kGDAfTczTFXtwLntPUsFdso3k3fBHvt9vPdM/edit?gid=0#gid=0
Case 1: How to Design a Testnet Banner Using AI Tools: Taking Monad as an Example
Designer @kvncnls recently shared on Twitter how he used various AI design tools to create a unique banner page for the Monad testnet. He detailed the entire design process, including tool selection, sources of inspiration, and implementation methods. Below are the steps he shared, organized into a practical guide.
- ### Determine Theme and Tool Selection
@kvncnls wanted the design to revolve around the theme of 80s retro games, so he chose the following AI tools:
Visual Electric: An AI graphic generation tool designed for designers, suitable for creating consistent visual materials.
Jitter: An animation production tool for designing dynamic effects.
LottieFiles: An animation file export tool that supports lightweight JSON animations.
Cursor: A code editing tool that can quickly implement page interaction effects.
Figma: Mainly used for wireframe design.
Greensock (GSAP): Used to achieve complex web animation effects.
- ### Use Visual Electric to Generate Core Visual Materials
@kvncnls started with the style of 80s retro games in Visual Electric, generating graphic designs for the hero section through AI prompts. This tool helped him quickly create visual elements with a cartridge feel and retro interaction. A friendly reminder: such professional prompts are not something a beginner can come up with, so it's recommended to save templates.
- ### Character Chart Design
To enrich the page content, he used AI to generate character charts. These charts typically include different poses, angles, and expressions of the characters, similar to an illustrator's workflow. @kvncnls mentioned that he used up all his AI usage quota for this.
- ### Title Design and Vectorization
The page title "BREAK MONAD" was also generated by AI. Although he did not actually use it, he mentioned that the generated image could be imported into vecticon.co to be vectorized into SVG format for easier adjustments later.
- ### Design Adjustments and Background Removal
After completing the initial design, he adjusted the generated materials for different angles and poses. He then used the "remove background" tool in Visual Electric to clean up the excess parts, ultimately obtaining clean materials.
- ### Animation Production
He imported the adjusted materials into Jitter to create simple animation effects. Although the initial draft of the animation was completed, he wanted to add more complex interactive effects.
- ### Achieving Parallax Scrolling Effects
To create a parallax effect as the background sprites scroll on the page, @kvncnls separated the foreground and background animations into two independent animations and exported them in LottieFiles format. He then added scroll-triggered parallax effects in Cursor and disabled this feature on mobile for performance optimization.
- ### Adding Thematic Effects
To echo the title "BREAK MONAD," he added some "glitch/stutter" style screen effects to the page, further enhancing the retro game theme. The video can be found at the original tweet link at the end of the article.
- ### Insights on Tool Combination Usage
Although Figma is his commonly used design tool, this time he mentioned that he did not use Figma much in the design of the hero section, but started directly with Visual Electric. Jitter and Cursor played important roles in animation and interactive effects.
- ### Final Release
After a series of adjustments and optimizations, @kvncnls successfully launched the Monad testnet banner page, filled with 80s retro style design.
Through @kvncnls's sharing, we can see the immense potential of AI tools in the design process—from visual generation to animation production, and to interactive implementation, the combination of these tools makes design more efficient and creative.
Case 2: Branding and Positioning of Web3 Projects: How AI Can Help
In the cryptocurrency and Web3 field, brand positioning is a highly challenging task, especially in an increasingly competitive market environment. As Amazon founder Jeff Bezos said, "A brand is what other people say about you." A good brand not only helps a project stand out but also establishes a deep emotional connection, winning the support of users and the community.
Case 2 shares an article by Web 3 growth hacker @xkonjin, where the author organizes the conversation between @ekrahm and @emilyxlai, elaborating on how to use AI tools to optimize brand positioning and narrative strategies for Web3 projects.
First, here are the tool links:
GPT:
https://chatgpt.com/g/g-gGzxm4apv-crypto-branding-positioning-gpt
Table:
https://docs.google.com/spreadsheets/d/1FBB6CC6kGDAfTczTFXtwLntPUsFdso3k3fBHvt9vPdM/edit?gid=0#gid=0
Next, apply the following brand positioning theory
- Cryptocurrency Brand Positioning and Storytelling: How to Balance Rationality and Emotion
“The most influential people in the world are storytellers. Storytellers set the vision, values, and agenda for the coming generation.”
——Steve Jobs
In the Web3 space, the importance of brand storytelling is particularly prominent. Unlike Web2, developing the narrative of a project before the product launch can significantly influence market perception. This storytelling approach not only shapes the brand of the product but also leads the trends in cryptocurrency marketing.
There is no ready-made script to follow. The narrative of the brand needs to be original and thought-provoking. At the same time, it must appeal to the audience on both emotional and rational levels. Through carefully designed and continuously reinforced narratives, brands and positioning influence people's perceptions of the project, emotional connections, and ultimately support.
Key Points
Positioning is rational, while branding is emotional. Both are indispensable.
Start with positioning. If you don’t position yourself, others will position you.
Successful positioning is like a “thought virus”—it spreads naturally.
A brand is what people say about you when you are not present. A brand is earned, not created.
The Complementarity of Brand and Positioning: The Balance of Yin and Yang
The relationship between brand and positioning can be described as “Yin and Yang”:
Positioning is “Yang,” emphasizing rational differentiation—clarifying what the project is, why it is important, and why it is important now.
Branding is “Yin,” establishing connections and a sense of identity with the audience through emotional connections.
The two complement each other and are both essential. Strong positioning provides rational support for the brand, while the emotional aspect of the brand makes the message more appealing by resonating with the audience. When positioning and branding are balanced, they can form a coherent messaging system that avoids misunderstandings and enhances communication effectiveness.
In practice, this means making a clear statement about the project while identifying emotional triggers and brand personality that align with the positioning. As the project evolves, both positioning and branding need to adapt to changes. Especially in the cryptocurrency space, community enthusiasm often leans towards emotion, so establishing a clear rational foundation is crucial for gaining trust and understanding.
- ### The Essence of Branding: A Combination of Emotion and Identity
The term “brand” originates from the practice of ranchers marking livestock, while modern branding establishes identity by attracting target audiences and eliciting market expectations. As Amazon founder Jeff Bezos said, “Your brand is what people say about you when you are not present.”
The core of a brand includes:
Visual Identity: Name, logo, visual style, and tone, used to convey the brand's first impression.
Brand Personality: Shaping the brand's unique image through values, commitments, stories, experiences, and associations.
Emotional Connection: Going beyond product functionality to establish trust, belonging, or other emotional bonds with users.
In the cryptocurrency space, a brand is not just a projection of the company but also a public perception. A strong brand can inspire user loyalty and expand market influence through impactful storytelling and clear positioning.
- Brand Archetypes: Matching Roles and Emotions
Brands can establish connections with audiences through specific role archetypes. Here are 12 common brand archetypes shared by the author and their applications in the crypto space:
- The Hero
Motto: “Where there's a will, there's a way.”
Goal: To prove one's worth through brave actions.
Example: Nike (“Just Do It”).
Cryptocurrency Example: Arbitrum.
- The Magician
Motto: “It can happen!”
Goal: To make dreams come true.
Example: Disney (“Where dreams come true”).
Cryptocurrency Example: Solana (emphasizing speed and “magic”).
- The Outlaw
Motto: “Rules are meant to be broken.”
Goal: To revolutionize and disrupt the status quo.
Example: Harley Davidson.
Cryptocurrency Example: Cosmos community.
- The Sage
Motto: “The truth will set you free.”
Goal: To understand the world through wisdom and analysis.
Example: Google.
Cryptocurrency Example: Flashbots, Scroll.
- The Explorer
Motto: “Don't fence me in.”
Goal: To pursue a better, more authentic, and fulfilling life.
Example: The North Face.
Cryptocurrency Example: Arbitrum.
- The Innocent
Motto: “Free to be you and me.”
Goal: To pursue happiness.
Example: Coca-Cola.
Cryptocurrency Example: Espresso.
- The Creator
Motto: “If it can be imagined, it can be created.”
Goal: To create lasting value.
Example: LEGO.
Cryptocurrency Example: Platforms supporting new DApps.
- The Ruler
Motto: “Power isn't everything, it's the only thing.”
Goal: To create a prosperous family, company, or community.
Example: Microsoft.
Cryptocurrency Example: Avalanche.
- The Caregiver
Motto: “Love your neighbor as yourself.”
Goal: To help and protect others.
Example: Johnson & Johnson.
Cryptocurrency Example: Projects focused on financial inclusion.
- The Everyman
Motto: “All men and women are created equal.”
Goal: To connect with others.
Example: IKEA.
Cryptocurrency Example: Gitcoin.
- The Jester
Motto: “If I can't dance, I don't want to be part of your revolution.”
Goal: To enjoy the moment.
Example: Old Spice.
Cryptocurrency Example: Bera Chain.
- The Lover
Motto: “You're the only one.”
Goal: To gain intimacy and experience sensory pleasure.
Example: Godiva chocolate.
Cryptocurrency Example: Projects emphasizing user experience and community bonds.
When choosing a brand archetype, marketers need to clarify the emotions they wish to trigger, such as power, mystery, rebellion, trust, etc., and build the brand narrative around these emotions.
Emotional Triggers: How to Attract the Audience?
Emotion is at the core of brand storytelling. Here are several common emotional triggers and their applications:
- Power
Definition: The ability to influence or control others.
Example: Solana emphasizes its speed and performance.
Application: Highlight how your product/service empowers users.
- Lust
Definition: A strong desire or pursuit.
Example: Luxury brands create an aspirational atmosphere.
Application: Create a sense of exclusivity or irresistible appeal.
- Mystique
Definition: An aura of mystery, charm, or power.
Example: Polychain's text-heavy, exclusive “those who know, know” strategy.
Application: Create allure by selectively sharing information.
- Alarm
Definition: A sense of urgency or impending danger.
Example: Elon Musk's narratives about sustainable energy and Mars colonization.
Application: Emphasize the potential risks of not using your product/service.
- Prestige
Definition: Respect and admiration gained based on achievements or qualities.
Example: Positioning oneself as a high-end or unique brand.
Application: Highlight the elite status associated with your brand.
- Rebellion
Definition: Resistance to established norms or authority.
Example: Cosmos positions itself as a brand against the status quo.
Application: Attract those who wish to challenge conventional wisdom.
- Trust
Definition: Trust in the reliability, authenticity, or capability of someone/something.
Example: Traditional financial institutions emphasize their long-term stability and reliability.
Application: Showcase your track record, transparency, and reliability.
- ### Positioning: Building a Rational Foundation
Positioning is the way a brand is perceived in the market, emphasizing differentiation, focus, consistency, and value creation. Here are the four core questions of positioning:
What is my project?
Why is it important?
Why my project (and not a competitor's)?
Why now?
It is essentially a rational process that provides a solid logical foundation for emotional brand shaping. Positioning can be achieved by creating a new market category (category creation) or differentiating within an existing category (within-category differentiation). However, over time, brand positioning needs to be continuously adjusted and evolved, much like Amazon's expansion strategy. But in this process, one must be careful to avoid the "everything trap"—not trying to please everyone, but focusing on a specific target audience.
A successful positioning should spread like a "mind virus." By designing a narrative-rich vocabulary and expressions, it can naturally diffuse among crowds, groups, and communities. This method of dissemination not only allows for natural market traction with minimal marketing costs but also aligns with current cultural and ideological trends, especially in the cryptocurrency space.
Therefore, only through precise and effective positioning can a brand stand out in the market—especially in the rapidly changing world of cryptocurrency, strong positioning is key to brand success.
Key Insights on Brand and Positioning:
Cryptocurrency brand positioning is an unknown territory—there is no established script.
Strong opinions are crucial—“Love me or hate me, but don’t like me.”
Culture trumps strategy—ensure your organizational culture aligns with strategic positioning.
Visual symbols (like Solana's gradient) can make your brand recognizable without a logo.
98-99% of brands and founders are not bold or provocative enough in their positioning.
Fear (urgency) is a powerful motivator in marketing, but all emotional triggers are effective when used correctly.
Smart marketers embrace the AI era: Becoming super productive individuals in the crypto market
Successful marketers are not only executors of strategy but also pioneers of creativity. In today’s rapidly evolving crypto market, the emergence of AI has given marketing an unprecedented leverage effect. Smart individuals should have realized that leveraging AI to enhance efficiency is an indispensable capability, while human initiative and creativity remain core advantages that AI cannot replace.
Those marketers who can skillfully utilize AI will stand out in this wave of technological change, becoming super productive "super individuals." They can not only complete tasks more efficiently but also gain a competitive edge among peers through innovation and execution.
Marketers, launch!
Sources:
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