GEN C: Building Lasting Crypto Brands with Mayur Gupta
CoinDesk Podcast Network
CoinDesk
4.8 • 689 Ratings
🗓️ 11 February 2025
⏱️ 38 minutes
🧾️ Download transcript
Summary
This episode touches on crypto marketing with Kraken's CMO Mayur Gupta who shares how technical expertise, brand values and customer trust can drive digital finance innovation.
Mayur Gupta, Chief Marketing and Growth Officer at Kraken, brings unique insight as a former developer turned marketing executive at one of crypto's longest-standing exchanges. In this episode, Mayur discusses the evolution of marketing in tech companies, the false dichotomy between brand and performance marketing and his vision for crypto adoption globally.
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"Gen C" features hosts Sam Ewen and Avery Akkineni. Executive produced by by Uyen Truong. Our theme music is "1882” by omgkirby x Channel Tres with editing by Doc Blust. Artwork by Nicole Marie Rincon.
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Transcript
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| 0:00.0 | You know, your brand is your product. If that sucks and the experience sucks, it doesn't matter |
| 0:05.4 | how creative your marketing ideas are. You're not building a brand. |
| 0:15.0 | Hello, Sam. How are you doing? Hello, Avery. I am great. You know, when this episode comes out, Avery, the Super Bowl will have happened. We will know the winner. I know you are on location at the – actually, where is it again, sir? |
| 0:29.2 | New Orleans. I'm not on location of the actual game, but I am in the city of New Orleans, and you can just feel it. The ads are adding. The marketers are marketing. |
| 0:39.1 | And there is so much happening on the ground here right now, New Orleans. You are there in New Orleans. |
| 0:44.7 | Is the Super Bowl like the All-Star Game where there's a whole week of activities? |
| 0:48.4 | Bring people through the experience of what you're doing there right now, what Vayner's doing, |
| 0:52.2 | what are you expecting to happen at the game. |
| 0:56.0 | And I want your prediction of who's going to win. |
| 0:57.2 | Ooh, okay. |
| 1:02.1 | So to give people a little bit of context, say you're getting off the plane, you're taking the escalator down in New Orleans right now. |
| 1:03.9 | People are passing up Marty Graw-Beads and you just see ads everywhere. |
| 1:07.3 | It's Verizon, it's Bud Light, it's Pepsi, all really activating in a big way around |
| 1:13.3 | sort of game day, not only the game itself, but really the whole cultural moment of Super Bowl. |
| 1:19.2 | So in town, we have a lot of celebrities. We have a lot of athletes. We have a lot of famous |
| 1:23.1 | people. And we also have a lot of eyes on New Orleans just from a pure press and media coverage |
| 1:28.0 | standpoint. So if you walk down Bourbon Street, it is totally closed off just for pedestrians. |
| 1:32.3 | So people can be seeing all the fun New Orleans things, whether that's Pat O'Brien's or a hurricane |
| 1:38.6 | or whatever it is, plus plenty of pop-ups that brands are doing a lot of these sort of local spots. |
| 1:46.3 | And what we are doing is Vayner. |
| 1:47.8 | We're actually activating for over a dozen brands this Super Bowl season, which is very fun, including two spots, one really fun, one for 2B and one for Duracel, which has actually not been released yet. |
| 1:58.9 | So it will be released live during the game, which, as funny as it is to say that, |
... |
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