Inside Baseball of Building a Crypto Brand | Austin Federa & Ekram Ahmed
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Alright, everyone. Welcome back to Empire. We have, Akram, CMO of Celestia. We have, Austin Federa, head of strategy at Solana Foundation. I hope I got that right, Austin. Yeah. Cool. How you guys doing? Good.
How you doing? Very
well. Good
to be here. The dream. Yeah. Living the dream. So you guys are both usually on the other side of the mic. Austin, I know you've been on shows. Accrom, I think, first podcast for you?
Yeah. I'm usually behind the scenes.
Nice. We've been, talking to different protocol founders, and everybody wants 2 things right now. They want an Akram, and they want a MERT. So you're doing something right, my friend. I'd love to hear how you guys so so this episode is something that we haven't really done before, which is usually we're talking about, like, token prices and narratives and, product launches. And what I wanna do with you guys is actually go behind the scenes of how these things actually make it on Twitter and how narratives kinda get created and, like, a behind the scenes look at crypto marketing. I think you 2
It's a good question, and I think probably the right place for us to start today. Because the the question with marketing is always, like, what is marketing? Right? Like, when you're dealing with, like, a product at a company, it's very easy to say, oh, marketing is a way by which we sell things that doesn't involve the sales team. Right? Okay. Great. Marketing. Now you can wrap that around a bunch of other stuff. We have brand marketing. We have product marketing. We have all sorts of things. But at the end of the day, you usually have a product or a service that you're selling. At a blockcha
Akram, what would you add to that?
To me, marketing is synonymous with mindshare. And there's just, like, this, larger question, which is what is the strategic mind share that I wanna create around this brand? And at the core of that is is your position. And, I think that is your, you know, if I were to give, like, a textbook, you know, definition to this, it's it's your differentiated role and relevance, in, towards your target market. So, I think about marketing in terms of strategic positioning, the response ultimately that you engineer, in the market, which I think is basically, a brand. And, I do think that New York City a
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