The Art of Crypto Brand Building at Scale

Olivia Santarelli, Gemini’s Head of Marketing, has been building Gemini's marketing strategy for six years, helping transform the exchange from a small team into a major crypto brand. In this conversation, she breaks down Gemini's approach to marketing, from Guinness World Record-breaking drone shows to their "Revolution Needs Rules" campaign that welcomed regulation when others feared it. Santarelli discusses how Gemini focuses on educating mainstream users through products like their Bitcoin rewards credit card, competes with traditional finance companies entering crypto and builds lasting brand value beyond the typical hype cycles that dominate the industry.

Links mentioned from the podcast:

• Gemini Ad Campaign: Go Where Dollars Won't
• Olivia'sTwitter
• Gemini Website

Watch this episode on video:

• YouTube
• CoinDesk

Follow us on Twitter:

• Sam Ewen, CoinDesk

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"Gen C" features host Sam Ewen. Executive produced by Uyen Truong.