Propaganda we're not falling for

Gm gm,

Idk if you’re as chronically online as I am if you’re not, today, we’re replicating the trend “Propaganda we're not falling for” but make it crypto marketing edition.

Because if crypto had a greatest hits playlist of strategy sins, this would be the soundtrack. And yet... we keep pressing play.

You need to know that I do fall for a lot of propaganda, cause I have no personality whatsoever, but these are the ones I will dodge if my life depended on it.

Let’s unpack some of the most overused, underperforming tactics dressed up as gospel.

"Let’s throw 20k at a mega KOL for ‘awareness.’"

Because nothing says strategic allocation like booking someone who’ll mention your project once between gambling tweets and quietly move on, sure, they have a huge audience. But no context, no message fit, and no actual interest in your brand.
And then we act shocked when engagement looks great, but retention looks like a ghost town.

Want to know which KOLs are worth the hype and which aren’t?

"Let’s do an airdrop with no vesting, no engagement strategy, and no reason for users to stick around."

The wallets roll in. The noise gets loud. Then your metrics flatline 48 hours later. What you’ve built isn’t a community; it’s a waiting room for token dumps.

Rewarding participation without a long-term plan isn’t generosity. It’s a countdown to irrelevance.

"Let’s build with the best infrastructure and the worst user experience imaginable."

The tech is flawless (gg). The backend is rock solid. But users still can’t figure out how to sign up, navigate the dashboard, or execute a basic transaction.

If people need a tutorial just to find the ‘Start’ button, the product isn’t “cutting-edge”. It’s confusing. 

"Let’s rebrand every time the timeline shifts mood."

New logo when AI gets hot. A new narrative every other week. A black-and-white aesthetic when ZK memes pop off. A vaguely dystopian pitch deck once RWAs are trending.
The more your identity shape-shifts, the harder it is to build memory. Familiarity beats novelty in branding, but try telling that to a team that’s redoing its positioning for the fourth time this quarter.

I mean, don’t get me wrong, flexibility is great, especially in crypto, but just don’t overdo it, please, it’s okay to pass. Stop fomoing on everything. 

"Let’s chase every trend, just in case we miss something."

RWA? Add it to the roadmap. AI agents? Definitely. Loyalty? Sure, why not. Your messaging becomes a soup of buzzwords, with no clear promise to users, no narrative consistency, and no core product anyone can explain in under a minute.
It’s not strategy; it’s panic dressed as momentum.

The word “cutting-edge”

Jesus, I don’t even have to say more here.

What’s wild is that these choices aren’t mistakes. They’re often framed as “best practices.” But stacking short-term plays rarely leads to long-term brand value.

What actually works?

Clarity. Consistency. Courage to say no when something isn’t aligned. The patience to build something people return to, not just talk about once.

Brands that last don’t just follow trends. They define pace. They set the tone. They know when to speak and when to sit out the noise.

So no, we’re not falling for the marketing propaganda. And you don’t have to either.

Because the smartest flex in this space isn’t a perfectly timed rebrand or a one-off viral moment.
It’s building something too solid to need either.

Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.

Until next week,

stay cookish. 🍪