Ariadna Navarro from VSA Partners on Creating the Next Breakthrough Web3 Brands (Episode 305)
Ariadna Navarro from VSA Partners joins us to discuss on Creating the Next Breakthrough Web3 Brands.
Ariadna helps clients identify growth potential by identifying the intersection between brand and business strategy, human needs and customer experience. She oversees a team of 18 strategists at VSA, and uses analytics, experience design, innovation and brand and business strategy to find unique opportunities for clients from IBM to AT&T. Ariadna is relentlessly curious, whether it’s figuring out the future of Quantum computing or deeply understanding how a new acquisition fits within a company’s portfolio. While solving problems is what drives her, she is particularly passionate about portfolio strategy, brand strategy and unearthing powerful human insights. Ariadna joined VSA after heading up strategy at Interbrand. She is originally from Venezuela, but has called New York home for a very long time.
VSA Partners is a hybrid brand strategy and design agency. We combine strategic consulting with design-driven experiences to solve business problems and realize the future of a brand.
VSA Partners is also the premiere creative partner for blockchain and crypto-solutions company Ripple’s Creator Fund—a $250M fund that provides creators with the financial, creative and technical support needed to explore and craft premium non-fungible token (NFT) and other tokenization projects on the XRP Ledger. As a premier partner of the creator fund, VSA can help brands and artists think through the entire ecosystem of brand-building experiences, the community of fans to engage and deploy the strategic guidance and storytelling needed around NFTs to generate brand value.
With offices in Chicago, New York, and San Francisco, VSA offers a full range of fully integrated capabilities—branding, advertising, data science, and technology—all under one roof. For 40 years, we have delivered solutions for business and creative leaders at some of the world’s most respected brands and forward-thinking organizations, including Google, Nike, IBM, Molson, and PepsiCo.
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The following transcript was created using artificial intelligence. There will be some grammatical errors below.
00:01:17:28 – 00:01:43:02
Richard Carthon: Hello everyone. Welcome to another episode of Crypto Current, your host here, Richard Carthon. And today I have a very special guest talking about a very important topic that I don’t think we spend enough time on but is very essential to all things web3 in all things entrepreneurial and business. And I think we have a really, really cool conversation lined up for today. We have Ariadna Navarro, who’s the chief strategy officer with Visa Partners. How are you doing today?
00:01:43:17 – 00:01:47:16
Ariadna Navarro: I’m doing great. Thanks for having me. I was really excited to be here.
00:01:48:24 – 00:02:03:00
Richard Carthon: Awesome. Well, I’m excited to unpack all the really cool things that y’all are doing over at Visa. You’re to create meaningful experiences creating Bible brands, and we’re going to take a deep dive into all of that. But before we do, let’s learn a little bit more about you. Can you give us a little background on yourself?
00:02:03:04 – 00:02:35:16
Ariadna Navarro: Yeah, of course. My my background’s actually in innovation. Spent the last 20 years basically helping companies figure out the future. Where do they need to go if their business is being disrupted or disrupted? If there are new technologies coming in which are changing behaviors, what do you do with your core business? How do you expand to new businesses? So I’ve done everything from big global business strategy to experience design to service innovation, to brand strategy and kind of kind of everything in between.
00:02:35:18 – 00:02:48:07
Ariadna Navarro: So I’ve had a, a really, really fun run of work with everyone from Coca-Cola to Google. So and everything in between. So it’s it’s been a really good a really good stretch.
00:02:49:12 – 00:03:20:27
Richard Carthon: In, which is really great that you’ve been able to deal with all these like big entities understanding brand. How do you create that loyalty that, that, that fan culture of, of really having someone that will come back over and over again and as a people are building here in Web3. People always come back to that community. How important is the community and doing all these things? And clearly you have a lot of skills that translate into the world of Web three coming from Web two. But, you know, what was that first introduction into crypto and blockchain like? How did you even first learn about this?
00:03:21:08 – 00:03:54:23
Ariadna Navarro: I have to I have to tell you, I have a personal story. And then I wrote works. The personal one came before the work story. And it was interesting timing and it actually helped me a lot with the work that I later ended up. So I, I got involved with crypto first on a personal level through a friend and it probably happens that way for a lot of people. And he is one of those like nerds that once he learned something, any topic, it’ll take him 24 hours to be smarter than everyone else in the room. So I think we were having dinner and I’ve been thinking about it.
00:03:54:25 – 00:04:25:26
Ariadna Navarro: You know, it’s just it’s just deep on, right? I’m not sure how to get into it. And he’s like, Just do it. I kid you not. Within three days, I had gone down a rabbit hole so deep that Alice in Wonderland would not have found her way out. And I had him index tool, the one tree, and I had my telegram going on my phone. I had two different wallet. I was trading meme coins that my 13 year old son was making fun of. He’s like, Mom, what are you doing? Buying one piece? And I’m like, Stop.
00:04:26:06 – 00:04:59:02
Ariadna Navarro: I’ve talked to the developer. I know what’s coming. So it became such an insane journey and it was so intense. And I got hooked so quickly. And I’m, you know, I’m, I think a responsible adult. And I, I sort of informed myself and to educate myself really quickly. And I still got hooked so fast that when I came out of it and I came out of it honestly, mostly because I lost everything. Like a lot of people when I came out of it, I realized I’m like, Holy crap. Like I was getting up at four in the morning to avoid gas or to get cheaper gas prices.
00:04:59:04 – 00:05:30:02
Ariadna Navarro: And I was like on the phone on my daughter’s birthday and it became sort of quite addictive. And as a branding expert, I started to think about, holy crap! Like, it takes years for a brand to build this kind of adhesion. It takes years for brands to create this love and this vanity them. And it’s following in the sense of community. Like, what is it about this other than, yes, you’re going to find and you’re going to make money, but what is it about it that’s so powerful? So that was my personal and I’m going to connect the dots later.
00:05:30:04 – 00:06:00:02
Ariadna Navarro: But so that was my personal experience. And I’m like, Damn, this is worse than drugs. You know, this is pretty crazy. And then cut to we were brought in by an I can’t name them, but one of the top five trading platforms to help them do their strategy. And it was so exciting. And you start the conversation with the obvious things like what makes it different? What are your features? Are wallet better or not? You know, do you keep the key or not? What are your transaction fees or that you promote, you know, like the obvious things.
00:06:00:04 – 00:06:32:09
Ariadna Navarro: But then you start to talk about where you targeting and who are you trying to bring in and what’s the behavior that you want and are you going after? Okay, so crypto curious, what does that mean? How old are they? How much do you want them to invest? Okay. You want to be 18 year old with a 50 by. Okay, so like what are the ethical implications of that? How do you start to think about not just the present but the future of that? What is the value of money that you’re teaching that 18 year old? So I’ll stop there because that’s hopefully will impact sort of in the ethical challenges of that, but.
00:06:33:05 – 00:07:04:18
Ariadna Navarro: How we how we position crypto or how we continue to position crypto. Maybe after the crypto winter it’s going to naturally change because people are freaked out. But as we come out of this, which I’m pretty sure we will and start to forget quickly, how, how do we position crypto for the for the entry level and not even entry level even if mean I, I have people at the office like I put all my savings in crypto my really if that was that bold and they’re adults, you know, they’re, they’re grown up.
00:07:04:20 – 00:07:30:00
Ariadna Navarro: So I think we all as marketers have a tremendous responsibility to work with our clients and of course, clients as well. And every single platform, because the coins aren’t normally going to be the ones sort of leading the charge because they just want to create the volume. But the the platforms and the marketers have a huge responsibility to really think about the implications of what we’re trying to do.
00:07:31:02 – 00:08:03:09
Richard Carthon: Oh, definitely. And thank you for that. The rabbit hole that you explained. I feel very similarly when I first learned about the space. As soon as I started digging, I didn’t look up for days and when I came out on the other end of it, it was okay. One what isn’t. A lot of people know about this. And then two, like how we do it in a responsible way for people to participate in this space and have it feel safe and have it feel like you know enough to dabble, but not enough to absolutely be indigent and put all your money in and lose it all.
00:08:03:11 – 00:08:42:05
Richard Carthon: So as as you you brought up a really interesting topic that I don’t think we’ve really broken down on the show. And I want to spend some time here, you know. How do you start to explain or create like ethical mandates and on either crypto trading platforms or, you know, defi protocols and even some of these deals that are getting set up and like creating responsible design for these people that you’re onboarding, right? So like, like you said, if your target audience is your first time investor that’s, you know, 18 early twenties or even later on in life where you have people who are potentially putting in some retirement money, like how do you how do you go about that?
00:08:42:25 – 00:09:17:08
Ariadna Navarro: Yeah, that’s that’s such a great question. So first first you have to understand, what are the pieces that are creating that craziness, right. That Senators and I, I always like to equate the not to other brands you love because there’s brands there’s brand that everyone loves Nike or Apple or like not everyone, but you know, a lot, a lot. But think of other things that people are for that think about sports team for sports. There’s there’s teams that haven’t won anything 100 years and people are so fanatical what create religion cults.
00:09:17:10 – 00:09:48:17
Ariadna Navarro: You know, there’s there’s other things that create. And then I started to think about that after my personal experience, I’m like, Well, this feels more like Scientologists, you know, then, then something sort of healthy. So when you think of things that are better, that create the fact that they have a shared language. All right. So there’s there’s words when you go in there. There’s there was language that I had never heard of in my life from the dead. Do the vice president. What are we eating? Something. What is this? Oh, I got it right.
00:09:48:19 – 00:10:18:22
Ariadna Navarro: That’s your hyping up the press, you know, so. So there’s a shared language. There’s common symbols. Whether that’s a mascot, whether that’s a logo, whether that’s colors, whether that’s your floki tattoo, whatever that is, there’s there’s there’s common symbols. There is a steep or a seemingly inaccessible entry level. So it’s hard to get into crypto. But once you do, there’s a sense of belonging and passivity and all of those things.
00:10:18:24 – 00:11:13:00
Ariadna Navarro: Most of the times require time. So when you invest time in something, when you really engage and invest time, it’s harder to take it out. Why? Because they’re hiring invested all this time. And what do you mean? I’m not going to you know, I can’t switch from the Yankees, the Red Sox. I’ve been Yankee fan for ten years. I want to spend years on my brain. I can’t do that. So when you start to think about how do we do this responsibly, it helps to break it down and say, okay, what are the levels of engagement that I think are healthy that I want to drive for this platform, this brand of coin, blockchain, wherever you are that you’re targeting or that you’re selling? What is the level of knowledge that I want to require to get involved? You know, what is that experience and how am I going to build an experience? Yes, that’s really fun and engaging and surprise and delight, but without creating the endorphin hit every time without the fireworks.
00:11:13:19 – 00:11:57:13
Ariadna Navarro: And then how do I create a sense of belonging that yes, it’s yes, it’s an exclusive club, but not to the point where it either leaves others behind or it creates power over the rest, because it’s in the power that then you start to get that dysfunctionality like, okay, you have whales, I’ve got them. So then they control the whole world. So there’s all these different variables that if you break it down almost methodically, then you’re like, okay, let me, let me hit those one by one so that I can then all to myself go, Well, here’s my message and here’s how I want to how I want to attract who I want to attract rather than just bring everyone on because we’re just building volume and then we know eventually they’re going to spend more.
00:11:58:09 – 00:11:59:25
Ariadna Navarro: That’s just sort of a lazy approach.
00:12:00:22 – 00:12:39:16
Richard Carthon: Yeah. And I think unfortunately there are a lot of people who are building and they are solving a specific problem potentially for a specific person. But that doesn’t bring you to critical mass. So you have this conflict of like, okay, yes, you you need to start narrow. But then as you try to expand, are you thoughtfully expanding or have you thought about the implications? Like, even though I built this thing for this particular type of person, it’s someone else who doesn’t fit this bubble. Have I done it in such a way that brings not just value, but is like from an even from an ethics standpoint of like, does this shoe fit all sizes? And a lot of times the answer is no.
00:12:39:18 – 00:12:56:03
Richard Carthon: And how can people who are trying to build a brand, who are trying to build these really great products in Web three, start to methodically think through all like more scenarios so that it’s what they’re building is a lot more intentional for that growth and expansion.
00:12:56:21 – 00:13:09:09
Ariadna Navarro: Yeah, that’s a that’s a fantastic question. By the way. I did a I did the strategy for quantum computing a few years ago. It’s honestly one of the hardest things I’ve ever done because it took me a very long time to do, even under.
00:13:13:28 – 00:13:49:07
Ariadna Navarro: I lost. There you go. Perfect. And one of the things that we did, Ben and I and I recommended for crypto and crypto curious for crypto experts, whatever level you’re on is to build that experience for these different levels. So when we did Quantum, we’re like, Okay, how do you explain Quantum to a five year old, to a ten year old? How do you explain it to a 15 year old? Had it under 20. So when you when you put the human at the center and you come at it through the lens of empathy, not through the lens of just attracting whomever, then it’s easier to make those choices.
00:13:49:09 – 00:14:22:09
Ariadna Navarro: And it’s like, okay, cool. I have people who are curious. We just want to dabble. Okay, what’s the way to do that? To attract them in a way that’s really meaningful and responsible? Then I have those that already have tried a little bit and were disillusioned. Okay, how do I bring them back again? In a way that’s healthy. And what what would that healthy relationship be? Then you have, you know, the investor experts. Okay. Well, what’s compelling to them? What’s meaningful to them? So, you know, I’d say one of the things that I think separates us from honest, the other consultancies is and it’s because of our design heritage.
00:14:22:21 – 00:14:54:18
Ariadna Navarro: We we look at business and strategies through the lens of human value. So how can we create better human experiences? That’s just innately who we are as a company. It’s what our founders thought about. And how do you use design to create better human experiences, which basically means how do you turn any product into something meaningful and have value? So if you think about crypto through that lens or NFT is honest because the NFT is maybe a higher risk of creating of wreaking havoc than crypto at the moment.
00:14:55:13 – 00:15:26:13
Ariadna Navarro: If you think about it through that lens, it’s like, okay, what is meaningful value? Meaningful by that can be entertainment. So it’s cool. Okay, fine. It’s okay. Trade for fun. Okay, we’re going to capture 200 bucks. I’m making this up for my kids. And so it’s okay. That’s meaningful value. It’s like, learn how to trade school. You know, we’re going to keep it at 100. We’re going to give you a 100 fake coin so that you can learn fabulous that you’re brought to more than very responsibly trade for currency because you’re going to use it to buy. Cool. We’re going to teach you how here’s how we’re going to set you up. Trade for investment.
00:15:26:15 – 00:15:43:03
Ariadna Navarro: Okay. Are you a level one investor? Level two, level three. How so? If you bring in the human side. Now it takes work and it takes diversifying an experience and a wax. And it’s not easy for companies to do it, but it’s doable. We do it for brands all the time.
00:15:44:07 – 00:16:16:23
Richard Carthon: So let’s spend a little bit of time there because I think you bring up a really great piece of the importance around spending time on branding and going down these different webs of different experiences for the different types of people who are coming to your product, your platform, etc.. One of the things that again, that you all really pride yourselves on our meaningful experiences. Can you kind of break down how? The meaningful experience doesn’t have to just be in person in real life.
00:16:17:00 – 00:16:29:28
Richard Carthon: Even from how someone comes to your website and then is being onboarded in every every part of that is an experience. Can you kind of break down the importance of strategy around those different types of experiences?
00:16:30:14 – 00:17:09:21
Ariadna Navarro: I feel like you you work at VSO because that’s literally when when we talk about experience or like an experience isn’t just an event or a website, it’s every interaction you have. So whether it’s this is a full experience, right? I’m talking to, you know, you are part of the experience. The UX is part of the experience. The quality of the sound is going to be part of the experience. The content, of course, is part of the experience. So everything is an element in that experience. So again, when you when you look at a brand, we see brands as an ecosystem and we really look at, okay, because I’m putting the human at the center, I don’t want to waste your time.
00:17:09:23 – 00:17:32:26
Ariadna Navarro: I don’t want to create something that’s not meaningful to you. I actually don’t want to do anything. That’s not something that you actually need. I don’t want to solve a need that you don’t have. I want to create as much real value. And that’s what we called meaningful value. Whether that whether I am providing entertainment, whether I am providing the actual value of the product, for sure, I think we need that’s enough and that’s okay. Whether I’m creating
00:17:34:11 – 00:18:11:26
Ariadna Navarro: time or giving you, you know, how do you use 10 minutes in a way that’s really exciting, whether whatever that is, I’m all we’re always thinking of how are we creating meaningful that real tangible value? And to do that and strategy, you have to do a lot of work upfront because that means understanding the customer base, that audience. Take it back to crypto. What are the different levels of investors or the different level people coming in, really understanding those needs and in creating whether it’s experiences, messaging, promises, digital experiences, NFT, whatever that is.
00:18:11:28 – 00:18:48:11
Ariadna Navarro: But through the lens of how am I creating value for this audience that I’ve taken the time to understand? So we want to do that work upfront because we’re firm believers and honestly obsessive about not putting more noise out. It’s not about like, let’s let’s throw like 15 different messages and see what sticks because you can’t, right? That’s sort of that’s the world of digital. We can maybe test anything and we all see it as my primary getting this on my social feeds. This makes no sense. So we try to minimize the noise for brands so that you don’t end up being pissed off by the brand, bro.
00:18:48:13 – 00:19:01:05
Ariadna Navarro: Like, Ooh, okay, I don’t even think about this, but this is they got me. So that’s kind of the, the whole loop of from strategy to meaning to an experience that’s really cool and that’s something that’s going to resonate with you.
00:19:02:13 – 00:19:33:12
Richard Carthon: Absolutely. And I appreciate you breaking that down. I think what’s happening right now and current market conditions for a lot of people who are building, the builders who are listening to this right now are even those that are trying to learn more about this. Even in your own journeys. Right now is a really good time to be putting your head down and building and figuring out a lot of your own processes and who your target audience is, etc.. And for you have a lot of new Web three companies that are getting ready to come into the market. You have a lot of companies who have realized, okay, we put out this thing.
00:19:33:14 – 00:19:50:15
Richard Carthon: Now we need to really figure out what is our bread and butter, what is our true brand, all of this different stuff. So for for someone who’s looking for that type of help, you know, what are some steps they can take? Or even if they wanted to know, partner and work with a really great branding company, a.k.a. BSA Partners. Like how does that process work?
00:19:51:13 – 00:20:24:03
Ariadna Navarro: Yeah. Great, great question. I mean, again, it just goes back to the to the audience and to your customers or take the time to understand their lives, take the time to understand their passion points, take the time to understand their relationship with technology. Take the time to understand what stage of their lives are at, because it doesn’t it’s not an age thing and it’s not necessarily what brand you love or don’t love, but it’s really understanding where is your head, know what what are the roles you played in your life? You know, you can be a parent, you can be an executive, you can be
00:20:25:23 – 00:21:13:00
Ariadna Navarro: a gig economy, you know, Uber driver. Like it doesn’t really matter, but it’s sort of understanding the underlying needs and desires of your audience. And then building meaning for that building experiences are going to add value and being thoughtful about, you know, there’s brands that sometimes like, Oh, can we build it in 15? And you go like, No, because I don’t think actually people are going to want to have a deeper experience with X kind of category or, you know, I don’t want to name names, but and then there’s other, there’s other brands where you’re like, Wow, this is an extraordinary opportunity to really be thoughtful and to deepen that relationship and to like show them who you really are and to bring them the things that I know about you to the to the forefront, the things that you’ve been afraid to show.
00:21:13:14 – 00:21:16:10
Ariadna Navarro: So I think if if you start from a place of truth.
00:21:19:07 – 00:21:49:19
Ariadna Navarro: Then. Then that’s that’s all you have to do. You know, and it’s and if your place of truth is honesty, I want to create this experience that’s just all about entertainment. Then cool. Then own it. And that’s. You can have that conviction, do it properly, do it like where it’s not required to spend 12 out of the 24 hours a day hooked on it. It’s a different way that you try to manage for that. So truthful and ethical are kind of the two things that I keep going back to when I think about what, three and when we think about how we bring brands and.
00:21:51:09 – 00:22:29:19
Richard Carthon: And I think those are two great words truthful, ethical, as we keep bridging this gap from the people who are leaving traditional web to come in the Web three, maybe even making a stop along the way, something like a 2.5 version, if you will, just to help keep keep bridging this. And something that I think is. Really interesting around branding is because you’ve been able to see a lot of these brands that took years. Right. Took years to establish. And in crypto, people think they can just turn it on overnight. And because there have been some some brands that have come out that have done pretty well in a short amount of time, but you see a lot of others who have this gigantic rise up and just fall off the face of the earth.
00:22:30:17 – 00:23:00:00
Richard Carthon: How does someone create longevity in their brand? And you make sure that you don’t. You know, it’s as quickly as you go up as a firecracker. You exploded and now you’re gone and forgotten. Like how how do you have that sustainability as people are like thinking through this, like surviving when these various times happen, right? Making sure when things are bullish that, you know, you’re able to access as much as possible. What are things that people can proactively be doing now so that they can make sure that they survive into the future?
00:23:00:21 – 00:23:31:06
Ariadna Navarro: Are you sure you’re not a strategist? These are these are the questions that I would be asking is awesome. I that’s a that’s a great question. And honestly, it goes back to truthful, but a little bit of a different angle to that. You have to do what real incredible for your brand if you are a brand that has interacted with customers at a distance. Right. And if you’re let’s say you all you’ve ever done is advertising TV, digital and call it a day.
00:23:31:08 – 00:24:01:24
Ariadna Navarro: You know, you’ve never build a relationship. It’s always been very transactional. Let’s do it. Let’s get that right. You can expect or go to your your example from. Okay. I’ve never bothered to get to know you two. Hi. I’m here. I’ve created this whole set of community. Do you want a token? Do you want membership into the soda soda pop world? No, I don’t. Because why would I have never had that relationship? So and again, I’m not saying brands shouldn’t go there.
00:24:01:26 – 00:24:31:27
Ariadna Navarro: I’m just saying you have to do it in a methodical way that builds credibility. That’s true to you as a brand. And I think you hit on something quite important that is consistent. So it’s no different than, you know, I always in simple terms, it’s a relationship where a brand is a relation, where you brands you like or hate or cryptocurrency you like or hate or to love or hate their relationships. And they can go sour. They cannot. And if you lie to them, it’s the same thing.
00:24:31:29 – 00:25:03:23
Ariadna Navarro: So if you use that premise and you break it down, like that’s like, okay, well, how do you build a relationship? Well, first you introduce yourself. Hello, my name is Ari. I work here. I’m from Venezuela. I have two kids. I live in New York. Oh, what do you like? Well, I’m obsessed with really what you know. So, like, as you get to know people, we can have a deeper relationship. Okay, well, hey, why don’t we go out to dinner? Okay, well, that’s what. That’s level one engagement. How do you point that to at an engagement or a community engagement? What does that mean? So it’s the same thing.
00:25:04:03 – 00:25:27:19
Ariadna Navarro: If you’re actually meaningful, it’s really you creating meaning and value that is true to you as a brand and true to your customers. No one’s going to hold do no one’s going to hold your hand. No, no one’s going to say, oh, how dare you? No, on the contrary. Okay. I may not do it or I may not want it, but at least you’re not going to crash, which I think was your question.
00:25:28:18 – 00:26:01:05
Ariadna Navarro: Yeah. And I think he did a good job of talking through that. So I definitely appreciate it. And I think you’ve given a ton of just steps that people can start taking right now, really taking deep dives, taking a a reflection right now like, hey, I’m building this really cool thing. I have my head down, I’m doing all I can. But like, are you necessarily thinking about your brand or are you thinking about how it impacts your community and who you’re ultimately trying to build this thing for? It’s a it’s a good time to reflect on a lot of that. And while we’re in the moment of reflection, you’ve been doing this for a very long time.
00:26:01:18 – 00:26:12:02
Ariadna Navarro: If you could go and impart one or two pieces of wisdom to yourself around branding to your self when you first got started building your own business, doing your own career, etc., what would you tell yourself?
00:26:15:21 – 00:26:24:24
Ariadna Navarro: I’m going to say three things, and I think they’re similar to what I just said about crypto. But one. Be truthful to yourself and your brand
00:26:26:13 – 00:27:03:23
Ariadna Navarro: to have conviction. The greatest success that I’ve ever had are. It’s not that you’re that you were inflexible and don’t back down, but you have to trust what you’re saying because there’s just a lot of wavering trees and any business, honestly, that can change with the winds. And as a consultant, you want your client is looking for you to provide sort of that assurance. So truthful conviction and consistency. And I know that’s not really sexy, but we all get bored of things before they’ve even had a chance to effect change.
00:27:04:07 – 00:27:37:12
Ariadna Navarro: And that’s just humanity. And I get that as a as a brand, sometimes that constant trickle effect is much more important than even being different or than having, you know, a splashy campaign or even a splashy product. It’s like it’s the patient, not sexy sort of drumbeat that ultimately builds the brand. You know, we all talk again about these brands that we love. Nike wasn’t Nike. 40 years ago, this crazy frenzy is maybe the last ten year long attack.
00:27:37:27 – 00:28:03:10
Ariadna Navarro: And they’ve been a great brand for a very long time. So it’s just, you know, you if you look at it, they’ve done those three things. They’ve been truthful to themselves. They’ve had ridiculous conviction in what they believe in and how they function. And I’m not saying they’re all great, by the way. There’s a lot of things, of course, that that you could argue, but they’re very powerful brands and they’ve done it consistently. They’ve never deviated.
00:28:04:14 – 00:28:41:00
Richard Carthon: Yeah I think those are three amazing points everyone around one that back listen to it a couple times I I’m going to and make sure I’m doing all three of those things as I continue to build brands with with my own businesses. But all right. You’ve given us so much great information before we go to the final thought. One of the ways that if you want to connect and learn more about all the amazing things that we as a partners is doing, you go to be as a partner AECOM. But what are what what are other ways that people can connect both with you and learn more and connect with with all the amazing things that you’re able to offer?
00:28:41:14 – 00:29:11:25
Ariadna Navarro: Yeah. I mean, the usual ways hit us on Twitter and hit us on like, then hit us on the website. Call me, email me anywhere. We’re passionate about this subject. And I think the more conversations we all have, I think the the better the better metaverse of the better web3 free world we’re going to build. And I think, honestly, it’s on us to make the exciting part. It is our responsibility to build a kickass world, and we have a chance and let’s let’s not spoil it.
00:29:11:28 – 00:29:25:10
Ariadna Navarro: That’s my that’s my plea to everyone working in this business. We have a tremendous responsibility, but also an amazing chance to build, you know, an amazing and a better virtual world.
00:29:26:23 – 00:29:43:04
Richard Carthon: I agree. And I don’t know if you want that to be your final thought. I think that’s a really good one. But like also want to give you this opportunity. You’ve covered a lot today. You have definitely piqued my curiosity around what more I can be doing around branding. But what’s the final message that you want to leave with everyone here?
00:29:44:17 – 00:30:16:09
Ariadna Navarro: I mean, I think it just it just goes back to what I just said. I think it’s it’s an amazing opportunity, but it also requires a lot of work and a lot of rigour. So, yes, test and learn. Yes. Innovate. Yes. You know, this is the stage we’re still in. It’s a period of innovation and it’s really exciting. But always do it in a way that you’re thinking about the long term impact and you’re thinking about habits that you’re going to build, the new investors that you’re thinking about, communities that you’re building, and honestly reach out for help.
00:30:17:07 – 00:30:29:20
Ariadna Navarro: And it doesn’t mean reach out to others only. You do need experts that know what they’re doing because not everyone knows that and we all know different things and that’s cool. That’s how it should be so set
00:30:31:16 – 00:30:40:09
Ariadna Navarro: up well upfront so that then you don’t have to think about that later, which we’ve seen that a lot. That’s something we didn’t touch on, but maybe for another time. Do it early.
00:30:41:11 – 00:30:44:01
Richard Carthon: Do it early. I think that’s a good final thought.
00:30:45:16 – 00:31:04:16
Richard Carthon: You’ve given us so much today. Thank you so much for all of it. Everyone listening, make sure you go check out all the things that Aria is doing over at BSA Partners. Make sure you go check out their socials and if you have any questions, make sure to reach out. We’ll make sure to have all of that information in the show notes. But again, thank you for your time and for everyone listening stay cryptocurrency.
00:31:05:12 – 00:31:28:28
Richard Carthon: Thank you for joining us for another episode of Cryptocurrency. Cryptocurrency is a cryptocurrency and blockchain education platform, bridging the gap between the curious newcomers for just discovering the space and the thought leaders who are shaping its future. All opinions expressed by Richard Carson, the cryptocurrency team, and their guests on this show are exclusively their own opinions on this show, and any other crypto content production is exclusively for informational purposes.
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