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  4. Cryptocurrency and the rise of the user-generated brand
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Cryptocurrency and the rise of the user-generated brand

In the whirl of excitement and debate over where cryptocurrencies are going and whether they are legitimate, sustainable and prudent investments, there is an overshadowed...
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Cryptocurrency and the rise of the user-generated brand Cryptocurrency and the rise of the user-generated brand

In the whirl of excitement and debate over where cryptocurrencies are going and whether they are legitimate, sustainable and prudent investments, there is an overshadowed conversation of interest to those in marketing: Are Bitcoin (BTC), Ether (ETH), Cardano’s ADA, Litecoin (LTC), XRP, Dogecoin (DOGE), etc., crypto brands?

And, if so, how are those brands created, and what role do they play in each coin’s adoption? Or, for that matter, how does branding collectively contribute (or detract) from the legitimacy of a cryptocurrency as it seeks increased mainstream acceptance/use?

Rich Feldman currently leads marketing for Finario, an enterprise capital planning SaaS provider. Prior, he was chief marketing officer at PrimaHealth Credit and was an agency owner/partner and chief strategy officer at Doner CX (part of the MDC Partners (NASDAQ:MDCA) Network), where he led the CRM, analytics, digital media and other strategic areas of the business. Rich has lectured on strategy at the New York University master’s program in marketing, at Syracuse University and is an adjunct professor at Western Connecticut University — where he is an advisory board member of the Ancell School of Business. He is also author of the book Deconstructing Creative Strategy.

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01-05-2024 10:45:17 (UTC+7)

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EUR/USD

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GBP/USD

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USD/JPY

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AUD/USD

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USD/CAD

1.3780

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EUR/JPY

168.32

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EUR/CHF

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Brent Oil Futures

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FTSE 100

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17,763.03

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US Small Cap 2000

1,973.05

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IBEX 35

10,854.40

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BASF SE NA O.N.

49.155

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Bayer AG NA

27.35

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Allianz SE VNA O.N.

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Deutsche Lufthansa AG

6.714

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175.90

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 EUR/USD1.0658↑ Sell
 GBP/USD1.2475↑ Sell
 USD/JPY157.91↑ Buy
 AUD/USD0.6469Neutral
 USD/CAD1.3780↑ Buy
 EUR/JPY168.32↑ Buy
 EUR/CHF0.9808Neutral
 Gold2,295.80↑ Sell
 Silver26.677↑ Sell
 Copper4.5305↑ Buy
 Crude Oil WTI81.14↑ Sell
 Brent Oil85.62↑ Sell
 Natural Gas1.946↑ Sell
 US Coffee C213.73↑ Sell
 Euro Stoxx 504,920.55↑ Sell
 S&P 5005,035.69↑ Sell
 DAX17,921.95↑ Sell
 FTSE 1008,144.13Sell
 Hang Seng17,763.03↑ Sell
 Small Cap 20001,973.05↑ Sell
 IBEX 3510,854.40Neutral
 BASF49.155↑ Sell
 Bayer27.35↑ Sell
 Allianz266.60↑ Sell
 Adidas226.40↑ Sell
 Lufthansa6.714Neutral
 Siemens AG175.90↑ Sell
 Deutsche Bank AG15.010Neutral
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SJC Eximbank8,300/ 8,500
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