Original author:phillip_xyz, Marketing & Growth of Sei Labs
Original compilation: Felix, PANews
Introduction: The competition among crypto projects is becoming increasingly fierce. How to stand out and become the best can learn from some traditional marketing rules. The 7 immutable laws of Web3 marketing originate from the classic theories of Al Ries and Jack Trout, the most outstanding strategists in the traditional marketing field. These laws have been tested by time and are still very valuable for Web3 marketing today.
1. Law of Leadership: It is better to be first than to be good.
The Law of Leadership focuses on a brand’s ability to shape consumer perceptions, define consumer needs, and pave the way for new market categories. It’s not about being the best, it’s about being number one in the minds of consumers. Marketing is a battle of perceptions. Whoever leaves his or her own image in the minds of consumers first will surpass those who may be objectively superior.
No matter how unique or superior a latecomers product may be, the first brand usually remains in the minds of consumers. Once a brand fills a category niche, it becomes difficult for consumers to change.
Web3 example:
Ethereum:As the first smart contract platform, Ethereum shaped how the market views blockchain computing and dApps. Today, Ethereum still dominates people’s minds despite facing stiff competition from other capable platforms.
Metamask：Metamask may not be the fastest or smoothest, but it is the first on-chain wallet. As the first wallet to launch, Metamask has maintained its position as the crypto wallet of choice despite competitors offering lower transaction fees and a silkier user experience.
2. Category Rule: If you can’t be number one in a certain category, create a new category
Cant be number one in an existing category? Then create a new category. This law emphasizes establishing a new, unique niche within the broader market. This is an area where your brand can become the leader, rather than trying to compete with the leader on the old track.
As a Web3 marketer, youll find yourself in a space dominated by pioneering projects. This principle encourages you to think innovatively and create a new niche. Not only does this approach allow you to avoid cutthroat competition, but it also provides an opportunity to lead and shape a new category.
Web3 example:
Axie Infinity：Axie Infinity dominates the Play to Earn space. However, newer games like StepN are able to carve out their own niche, like Move to Earn.
Trader Joe：Trader Joe was originally a fork of SushiSwap and has now become the number one DEX in the Avalanche ecosystem. Trader Joes strategically created a new category and developed a game-like user interface and functionality to dominate.
3. Law of thinking: It is more important to lead in thinking than in the market.
This law emphasizes that brands must first break into consumers minds and then solidify this position through repetition. The real battleground in marketing lies within the hearts of your target audience, and through constant repetition of messages, slogans, and core brand positioning, you can shape consumer minds.
In the chaotic world of Web3, the ability to create a unique space in the mind of your audience is priceless. It’s all about creating a lasting impression and strengthening a connection with your audience. Essentially, you are not just selling a product or service, but a perception, a feeling that your brand evokes.
Web3 example:
Solana：Despite an unstable network, Solana has gained traction as a fast and cheap Ethereum alternative by continually touting its speed and cost advantages.
DOGE：Although DOGE is not the first MEME coin, it has become the top MEME coin among crypto people thanks to excellent marketing, branding and a cult-like community.
4. The Law of Focus: The most powerful concept in marketing is to have a word/concept in the minds of potential customers
The key to this rule is the power of simplicity and concreteness. By narrowing the focus to one word or concept, you can dig into the users mind. Marketing is all about manipulating the perceptions of your target audience, and success tends to favor those who solidify the brands position rather than those who expand its reach.
Having a word in the minds of potential customers allows you to occupy a unique space that your competitors cannot easily penetrate. By focusing on one concept, you can become an expert in your field, making you more easily recognized and remembered.
Web3 example:
Phantom Wallet：Phantom Wallet focuses on the term “Solana Wallet,” allowing users to make a strong connection between the two.
1inch：1inch has been hyper-focused on DEX aggregation, consciously ignoring other DeFi niches, solidifying its market position as the category leader.
5. Ladder Rule: The strategy used depends on the market position
The Law of the Ladder states that your marketing strategy should be determined by your brand’s position in the market. If you are the market leader, your focus should be on the entire category. If you are a challenger or follower, you should focus on how to differentiate yourself from higher-level brands.
Remembering this rule can help brands develop a clear and effective marketing strategy. This law emphasizes the importance of understanding ones market position and acting accordingly.
Web3 example:
Tensor：Tensor strategically positions itself as a competitor to Magic Eden, focusing on professional traders to take a piece of Magic Eden’s market dominance over Solana.
LayerZero：Although LayerZero entered the field of cross-chain infrastructure late, it discovered the current gap and adjusted its positioning.
6. Brand extension law: There is irresistible pressure to extend brand value.
The law of brand extension states that over-expansion of a brand often leads to dilution and confusion. When a brand stands for everything, it ultimately stands for nothing, as brands that try to cater to everyone tend to get into trouble. Brands should focus on leveraging what works, rather than taking for granted that having a loyal customer base will lead to brand growth.
Understanding this rule can prevent your brand from falling into the trap of overextension. If a brand is considering expanding into new areas, this will dilute its brand message and confuse users. Don’t easily destroy a brand you’ve spent a lot of time and effort building.
Web3 example:
Magic Eden：Magic Eden lost market dominance in a short period of time after expanding beyond the Solana ecosystem.
Uniswap：DeFi protocols such as Uniswap tried to expand their business to NFTs after successfully building mature brands in the decentralized finance field, but they all failed.
7. The Law of Acceleration: Successful projects are not built on hot spots, but on trends.
The Law of Acceleration emphasizes that successful marketing strategies are based on long-term trends, not short-lived hot spots. While hotspots may bring profits in the short term, they will not bring lasting benefits.
While hotspot tracking cannot be ignored, the important thing is that hotspots cool down just as quickly as they heat up. A brand’s marketing strategy should be authentic and focused, rather than following every hot topic.
Web3 example:
Wonderland DAO：Wonderland DAO (TIME), a fork of OlympusDAO (OHM) on Avalanche, failed to sustain active trading activity after its initial surge.
Additionally, many Metaverse projects make the mistake of chasing hot topics rather than focusing on long-term trends or delivering sustainable utility.
In summary, by adhering to the above seven Web3 marketing rules, you can build a lasting brand in this ever-evolving industry.
