This is Testnet, where crypto-native marketing and growth experiments are tested live. Every week I review an aspect of a crypto brand's marketing strategy.
I've been seeing a rebrand recently.
Web3 is becoming "the new internet."
Popping up in a lot of different places, "the new internet" is the new way to skirt around the baggage that "crypto" and "web3" have been carrying for years now.
It's a nice blank slate. FTX didn't collapse on the new internet. Terra didn't depeg on the new internet.
It's more forward-looking, more all-encompassing. "The new internet" can be broader than just crypto, too. It can mean AI, it can mean whatever comes after. It's a more inclusive and tech-agnostic way to position your brand.
And what happens when one of the most enduring web3 companies, Ethereum Name Service, moves away from "crypto" and towards a new internet?
This week: ENS's new internet rebrand.
ENS: New users to the new internet
ENS is one of the most mature and arguably most successful brands in the crypto space. They've achieved that glorious brand position where they stay relevant but not trendy, essential but not boring.
To drum up some more excitement, they just did a rebrand.
They're not a "crypto" company. They're a "new internet" company.
"The new internet" is interesting because it is for more than just the traders. It's for everyone. I've noticed something in this ENS rebrand, and with other companies as well:
With their recent rebrand, they are pivoting away from focusing on pure tech, and more towards a user-centric approach.
They state this desire to focus on users in their brief rebrand announcement: "We recently announced our rebrand, which features updates to every part of how ENS looks and feels, with the goal of onboarding the next billion users into web3."
While "onboarding the next billion users" has been adopted by so many brands that it's a bit of a cliché, ENS is different from many others in that they are truly putting this into practice.
Look at the language used in the booth image, to the right: "Simple, memorable, unmistakably yours."
This is a great example of focusing on the users, not the tech. It avoids that trap that so many crypto companies fall into, of marketing their tech instead of marketing their benefits.
Let's look at some copy from their website:
"For every dreamer, creator, and change-maker tired of the old internet, Web3 is here. ENS is more than a protocol - it's a commitment to a better web, built for everyone."
And here's a benefit they market: "Keep your identity consistent across all services and platforms effortlessly. Say goodbye to juggling multiple usernames."
Rather than obsessing over the technology that powers ENS, they are explaining how your life is better with it.
â–· ens.domains
Ethereum Name Service (ENS) was one of my first entry points into the web3 world and yesterday, we unveiled a new refreshed identity.
The identity features an expanded color…
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What ENS is doing with their "new internet" rebrand:
Positioning themselves for the long term. They know that this whole "new internet" business is a long term game. With the new language, they're positioning themselves to play it.
Using familiar language and designs that won't scare away the non-crypto-native. There's just simple, clear, plain language that anyone can understand, and a design that feels modern and not angling towards crypto-natives only.
When they are marketing to just crypto-natives, they use a crypto-native style. The web1 style has been used in crypto marketing since the early days of crypto. Check out their EthCC t-shirt, which has a very web1 style:
And when "the new internet" is used in the wild, it looks pretty great. You wouldn't even know this was a crypto company:
Marketing tidbit: Make fun of yourself
I love how so many marketers are willing to make fun of their own brands now.
Check out the 404 page of the Financial Times, making fun of economists:
This page works because:
You're in on the joke: If you're a subscriber to the financial times, you're not going to unsubscribe because this offends you—you're going to find it funny.
Some serious effort was put in: Go ahead, read some of the small text. They didn't copy/paste the definition of "Speculative Bubble." They came up with their own! Go on, read it, it's funny.
You don't feel as annoyed that the page is 404'd: 404 pages are annoying. But this funny tidbit is going to make you feel much less annoyed, and more likely to have good feelings about the Financial Times.
This week's vibe: this list is perfect
This is what I strive for:
And to add to that list....
Early mornings with good coffee
Road trips
The lights on the mountains at night
Cups of tea in the afternoons
Cooking something new
Deep research and wandering
After dinner walks
What's on your list?
Thanks for being here!
Sam
