Crypto is in full swing.

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Crypto is rockin’. As of today, Bitcoin is over $63K with a market cap of $1.184 Trillion.

The entire DeFi space is hot. Right along with NFTs.

With a particular focus on the financially underserved, the rush of cryptos in full swing around the globe, and no one is sure of the long-term nature or impact of the disruption.

But you gotta believe it’s coming.

And there is a lot of concern with China’s announcement of the digital Yuan, and all that implies.

And what could happen to the Dollar and its role as the world’s reserve currency?

Predictions and prognostications?

I’m not sure why this is lost on so many.

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This simple, profound statement by Sir John Hegarty in Campaign last week is at the heart of what’s been forgotten in the industry.

The power of a brand is echoed and amplified by those who recognize the position and meaning of a brand, whether they are actual customer or not. 

We wear brands as badges. Brands reflect taste, choice, and personality.

And the fundamental impetus of a brand is that other people understand what they mean. What is says about someone.

This awareness feeds brand growth. It is what many in the marketing world have deemed unnecessary in this age of digital targeting and performance-based thinking. 

 How wrong they are.

Because building brand is what sustains long-term financial value.