GEN C: The Art of Crypto Brand Building at Scale
CoinDesk Podcast Network
CoinDesk
4.8 • 689 Ratings
🗓️ 11 August 2025
⏱️ 27 minutes
🧾️ Download transcript
Summary
Olivia Santarelli, Gemini’s Head of Marketing, breaks down how innovative campaigns and visionary storytelling drive long-term growth, simplify crypto adoption and redefine the future of finance.
Olivia Santarelli, Gemini’s Head of Marketing, has been building Gemini's marketing strategy for six years, helping transform the exchange from a small team into a major crypto brand. In this conversation, she breaks down Gemini's approach to marketing, from Guinness World Record-breaking drone shows to their "Revolution Needs Rules" campaign that welcomed regulation when others feared it. Santarelli discusses how Gemini focuses on educating mainstream users through products like their Bitcoin rewards credit card, competes with traditional finance companies entering crypto and builds lasting brand value beyond the typical hype cycles that dominate the industry.
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"Gen C" features host Sam Ewen. Executive produced by Uyen Truong.
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Transcript
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| 0:00.0 | Searching for a romantic summer getaway. Escape with Rich Girl Summer, the new Audible original |
| 0:05.2 | from Lily Chew. The exquisitely talented Philippa Sue, returning to narrate her fifth |
| 0:10.2 | Lily Chew title. This time, Philippa is joined by her real-life husband, Stephen Pasquale, |
| 0:15.5 | set in Toronto's wealthy cottage country, aka the Hamptons of Canada, rich girl Summer follows the story of Valerie, |
| 0:22.1 | a down-on-her-luck event planner posing as a socialite's long-lost daughter, while piecing |
| 0:26.5 | together the secrets surrounding a mysterious family and falling deeper and deeper in love with the |
| 0:31.7 | impossibly hard to read and infuriatingly handsome family assistant, Nico. Caught between pretending to belong |
| 0:38.2 | and unexpectedly finding where she truly fits in, |
| 0:41.3 | Valerie learns her summer is about to get far more complicated |
| 0:44.0 | than she ever planned. |
| 0:45.8 | She's in over her head and head over heels. |
| 0:48.5 | Listen to Rich Girl Summer, now on Audible. |
| 0:51.2 | Go to audible.com slash rich girl summer. |
| 0:53.3 | We ended up getting a Guinness World |
| 0:55.2 | record for largest currency symbol in the sky, which was fun. We have a really small, scrappy team. |
| 1:01.7 | And I think we just love to come out with a different type of a statement. We want to do different |
| 1:06.4 | things for the industry. And we're not just growing our customer base. We're growing the broader |
| 1:10.8 | crypto industry. So sort of educating people along the way and bringing new experiences to life |
| 1:17.8 | is really important to us and something that we try to do with all of the work. |
| 1:34.7 | This season on Gen C, we are really focusing on core crypto brands who have kind of broken through the mainstream. |
| 1:37.1 | That's really the primary focus of what we're doing. |
| 1:40.3 | One of those brands is absolutely Gemini. For anyone who doesn't know, and I was started by Tyler and Cameron Wickal Boss. |
... |
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