Geoff Cook on Building a Crypto Name: "The Strongest Brands Compete on Emotion"

In this week’s episode Camila Russo spoke with Geoff Cook, co-founder of Base, a design studio with huge clients from all industries, including The New York Times, MoMA, ING Bank and large-scale projects like JFK’s Terminal 4 and the Meatpacking District in New York. Geoff hopes to soon add crypto to the list.

He recently wrote an article stating that “For Crypto, Branding Could be the Highest Currency,” as the success of these projects will rely on communicating complex concepts and features to gain mass adoption. We discuss that crypto is in its teenage years in terms of branding: crypto, and especially DeFi projects, are rebelling against traditional finance and web2, but they’re still seeking to belong to a group and are not expressing their own individual characteristics and values. This is making all DeFi brands look alike. Geoff says that a company, or in the case of crypto, a protocol, that wants to build a powerful brand needs to figure out the story they want to tell. They need to know exactly what they stand for, what their purpose is, and who their user is. Next comes identifying how to communicate that to their core user.