Why Most Crypto Brands Disappear, According to Ogilvy Spain’s CEO
Most crypto manufacturers disappear as a result of they can not make anybody really feel the distinction, not as a result of their know-how is weak, in accordance to Jordi Urbea, CEO of Ogilvy Spain. He says sameness, not code, is the true killer.
Urbea spoke with BeInCrypto on the Ibiza Tech Forum 2026. He has spent 25 years serving to manufacturers stand out. His verdict on crypto advertising and marketing is blunt, and the info backs it up.
Every Crypto Brand Looks the Same
In an expert council interview with BeInCrypto, Urbea argued that crypto promoting has collapsed into one template. Swap the brand, he says, and the message barely modifications.
“If you take a look at the crypto sector and all of the promoting, the adverts are precisely the identical. You change the brand, and it’s the identical.”
The numbers clarify why sameness spreads so simply. Between 150 and 300 new cash launch each week, and roughly 10,700 stay energetic. Yet Bitcoin and Ethereum maintain shut to 75% of the overall market worth.
So hundreds of near-identical initiatives compete for a shrinking slice of consideration. In that crowd, a copied message vanishes on contact.
“It’s very unusual to discover one firm that claims, ‘This crypto is totally completely different.’ The relaxation are simply repeating, message by message. And folks say it’s boring, it’s all the identical.”
Great Technology, No Story
For Urbea, the failure is never technical. He has watched robust initiatives die for an easier motive.
“For a few years I collaborated with many startups, and most of them disappeared as a result of they couldn’t clarify the distinction between one model and one other. There are folks with superb know-how and superb concepts, however they don’t have the capability to clarify it.”
Startup knowledge backs him virtually precisely. CB Insights found the highest motive corporations fail is not any market want, cited in about 42% of instances. Marketing and go-to-market issues account for an extra giant share.
Running out of cash tops some lists at 70%, but that’s the last symptom. The root trigger often sits upstream, in a worth nobody managed to talk.
Crypto reveals the sample at an excessive scale. More than 53% of all tokens launched since 2021 have already failed, and 2025 was the deadliest yr on file.
Most of these initiatives weren’t undone by damaged code. They merely by no means gave the market a motive to bear in mind them.
The Follow-the-Leader Trap
Urbea believes imitation is the mechanism behind the sameness. Teams copy no matter appears to work for a rival.
“In some instances folks repeat the formulation that work for others. ‘It goes effectively for that firm, so I’ll repeat it.’ Follow the chief and repeat. But by the tenth message, your model disappears, your message disappears, and also you’re an enormous ship misplaced within the night time.”
Marketing science provides a helpful twist right here. Byron Sharp and the Ehrenberg-Bass Institute argue manufacturers develop by being distinctive relatively than merely completely different, as a result of patrons select quick and infrequently research tremendous element.
That view sharpens Urbea’s level as a substitute of breaking it. Copying rivals erases the distinctive belongings, the voice, colours, and language that permit a model register in any respect. Without them, recall collapses.
The identical logic haunts Web3 marketers who chase traits. When each marketing campaign borrows the identical hooks, none of them stick.
Building a Brand Nobody Can Copy
Jordi Urbea has a direct treatment. Stop borrowing formulation and construct your personal.
“If you create your area, you create your language, you create your personal approach to work. That is my humble recommendation.”
The payoff is measurable. Kantar analyzed 40,000 manufacturers and located a powerful hyperlink between relative uniqueness and the quantity shoppers are prepared to pay. Distinctive manufacturers command larger margins and lower cost sensitivity.
Research additionally reveals that contemporary, diverse promoting lifts recall, whereas repetition fades quick. A definite voice is due to this fact an asset, not a price.
For crypto founders, the lesson mirrors classic marketing wisdom. Technology could open the door, however id is what retains a model alive.
As automation floods every channel with more content, Urbea’s warning grows louder. In a market of copies, the one secure transfer is to be unattainable to copy.
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