The Winning Strategy of Web3 Marketing: Narrative Science and Rise Strategies

In today's Web3 space, how to create a successful project brand has become a significant challenge faced by many CMOs. This article will delve into the key role of narrative science in project rise, as well as how to stand out in intense market competition through precise positioning and differentiation strategies.

Strategic Level: The Art of Positioning

A successful project strategy requires following four key steps:

1. Analyze the market environment, identify competitors and their value propositions.
2. Identify the weaknesses of competitors and establish your own advantageous position.
3. Seek reliable trust credentials to enhance brand credibility.
4. Integrate positioning into all aspects of business operations, especially by investing ample resources in communication.

Taking a well-known trading platform as an example, they have successfully positioned themselves as a "platform built by traders for traders." By focusing on the needs of professional traders and providing the best trading experience, the platform occupies a unique position in a competitive market. They establish credibility through sponsorship of sports events, signing high-quality projects, and incorporate the spirit of "altruism" into their corporate culture, earning the trust of users.

Differentiation Layer: Seven Breakthroughs

After establishing the basic strategy, the project also needs to seek differentiation in the following seven areas:

1. Performance Improvement
2. Personalized customization
3. Risk Management
4. Identity Recognition
5. Convenient Experience
6. Relatively low price
7. Innovative Breakthrough

These dimensions provide the project with diversified differentiation paths, enabling it to more accurately meet user needs and gain an advantage in competition.

Narrative Layer: Four-Level Progression

An effective narrative strategy should include four levels:

1. Product attributes: Describe the basic functions and features of the product.
2. User Benefits: Clarify how the product creates value for users.
3. Psychological Value: Explore the emotional satisfaction brought by product use.
4. Values: Conveying the core concepts and pursuits of the project.

Taking a certain Layer2 project as an example, they not only emphasized their technological advantages but also highlighted the actual benefits that users can gain. Furthermore, the project sparked a sense of belonging and participation among users with the slogan "Let Ethereum belong to everyone." Ultimately, they positioned "freedom to scale" as a core value, showcasing the project's grand ambitions.

Build Sports: From Narrative to Action

To transform the narrative into a powerful community force, the key lies in finding a common goal or enemy. This requires:

1. Identify the unreasonable aspects in the current environment.
2. Transform these irrationalities into new behavioral patterns and narratives.

A successful case is a well-known meme coin community that has cultivated a unique community culture by viewing Bitcoin as a common "enemy," achieving strong resonance among its members. This strategy is not limited to the cryptocurrency field; many successful Web3 projects are adept at using narratives to change market mindsets and shape new values.

Conclusion

In the competition of Web3, marketing has evolved into a war for the mind. The ultimate goal of narrative science is to make a project the "first" or "only" in the industry. This not only requires finding a differentiated positioning but also elevating this difference into higher-level values and cultural identity. Only by truly mastering the essence of narrative science can one achieve lasting success in this rapidly changing market.