‘Crypto in Technicolor’: This Brand Wants to Make the Token Economy Accessible and Human 

Disrupting the industry's murky image, Token.com is trying to help crypto break into the mainstream

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Cryptocurrency has an image problem. After a wave of momentum and buzz, including a Super Bowl 2022 full of crypto ads, the collapse of crypto network Terra and exchange FTX’s bankruptcy last year sent the market into disarray. 

The fallout means that for the average consumer viewing crypto today, “the prevailing feeling is mistrust,” said Fran Docx, strategy partner at U.K. agency 20something.

So when Token.com, which calls itself a “crypto disruptor,” enlisted 20something last year to relaunch its brand globally, it faced a major challenge: how do you win over audiences in these murky waters, as the buzz surrounding Web3 has quietened?

“There’s this big, lofty idea of what we think is the token economy or what will come eventually­–but nobody understands half of what people talk about with crypto and Web3,” Isabel Ron-Pedrique, Token.com’s

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in