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Position or Be Positioned

How Crypto Marketers Carve Categories, Create Nemeses, and Keep Their Narrative in the Spotlight

Welcome to episode 13 of the Web3 Growth Podcast! 🦁

We interview the best growth operators about their growth strategies, challenges, and tech stacks to give you the insights you need to grow your business in web3 & beyond.

This session was recorded during the second annual Safary Summit in February 2025, hosted by Safary and supported by Hype and Trust Wallet. The summit featured 10 panels with over 20 growth leaders sharing what it truly means to grow in web3.


Ekram (CMO of Celestia) joins ​Danny Gazit (Managing Director of Hype) to demystify brand positioning for web3 teams.

Ekram frames brand as a reaction you earn—and positioning as the sustained action that earns it.

He introduces a three‑angle differentiation model (product‑first, concept‑first, community‑first), shows how pre‑launch hype must shift to post‑launch proof, and explains why the fastest way to relevance is to pick a category—or invent one—and then “find a nemesis” to sharpen the story.

Live tear‑downs of Polygon and Polkadot illustrate common traps (vague taglines, shifting narratives).

The pair close with rapid‑fire tactics on category testing, emotional moats, publicity stunts, and stripping jargon so the next wave of users can actually understand web3. ​

Episode Timeline

  • 00:00 Intros & why brand = reaction, positioning = action

  • 01:15 Defining brand, positioning, narrative & storytelling

  • 04:00 Ekram’s differentiation model: product vs. concept vs. community

  • 06:20 Pre‑token narrative market‑fit vs. post‑token product proof

  • 09:45 Live exercise: rehabbing Polygon’s “AggLayer” position

  • 13:40 Category strategy—create one or conquer an existing sandbox

  • 17:35 Polkadot critique: when legacy equity meets muddled messaging

  • 24:30 Emotional moats, brand personality & top‑of‑pyramid focus

  • 27:00 Publicity power laws: every movement needs a nemesis

  • 31:15 Testing a position in the wild & measuring market dialogue

  • 36:05 Killing crypto jargon and speaking to the next 100k users

  • 37:46 Final takeaways & where to follow Ekram and Danny


Looking for more insights from top growth experts? Sign up for the Safary Certification—a hands‑on crypto marketing course taught by the growth minds behind Berachain, EigenLayer, Kraken, and more (spots are limited).

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