Most cryptocurrency brands disappear because they can’t make anyone feel the difference, not because their technology is weak, according to Jordi Orbea, CEO of Ogilvy Spain. He says that similarity, not code, is the real killer.
Orbea spoke with BeInCrypto at the Ibiza Tech Forum 2026. He has spent 25 years helping brands stand out. His judgment on crypto marketing is frank, and the data backs him up.
Every cryptocurrency brand looks the same
in Expert council interview With BeInCrypto, Urbea argued that cryptocurrency advertising has collapsed into a single mould. Swap the logo, he says, and the message barely changes.
“If you look at the cryptocurrency sector and all the ads, the ads are exactly the same. You can change the logo, and it’s the same.”
the numbers Explain why homology propagates so easily. Between 150 and 300 new coins are released each week, and approximately 10,700 coins remain active. However, Bitcoin and Ethereum hold approximately 75% of the total market cap.
So thousands of near-identical projects compete for a shrinking slice of attention. In this crowd, the copied message disappears when connected.
“It’s very strange to find one company saying: ‘These cryptocurrencies are completely different.’ And the rest is just repetition, message by message. People say it’s boring, it’s all the same.”
Great technology, no story
For Europe, failure is rarely technical. He’s seen powerful projects die for a simpler reason.
“For many years, I have collaborated with many startups, and most of them disappeared because they could not explain the difference between one brand and another. There are people who have amazing technology and amazing ideas, but they do not have the ability to explain it.”
The startup data supports it almost completely. CP Insights Found The main reason for business failure is lack of market need, which is cited in about 42% of cases. Marketing and go-to-market problems account for another large share.
Out of money tops some lists at 70%, but this is the last offer. The root cause usually lies at the source, with value no one has been able to communicate.
Encryption shows the pattern on a large scale. Over 53% of all tokens have been launched since 2021 You have already failed2025 was the deadliest year ever.
Most of these projects are not undone by broken code. They simply never gave the market a reason to remember them.
The trap of following the leader
Orbea believes that imitation is the mechanism behind similarity. Teams copy everything that seems to work for the competitor.
“In some cases, people repeat formulas that work for others. ‘It’s going well for that company, so I’ll repeat it.’” Follow the leader and repeat. But by the tenth message your brand is gone, your message is gone, and you’re a big ship lost in the night.
Marketing science adds a useful touch here. Byron Sharp and the Ehrenberg-Bass Institute He argues Brands grow by being distinctive rather than just different, because buyers choose quickly and rarely study the fine print.
This opinion sharpens Europe’s point of view instead of breaking it. Imitating competitors erases the distinctive assets, voice, colors and language that allow a brand to register at all. Without it, recall collapses.
The same logic haunts Web3 marketers Who chase trends. When every campaign borrows the same hooks, none of them stick.
Building a brand that no one can imitate
Jordi Orbea has a straightforward treatment. Stop borrowing formulas and build your own.
“If you create your own space, you can create your own language, you can create your own way of working. That’s my humble advice.”
The reward is measurable. The quintal Analyzed 40,000 brands and found a strong link between relative exclusivity and the amount consumers are willing to pay. Premium brands have higher margins and less price sensitivity.
Research also shows that new and varied ads increase people’s recall, while repetition fades quickly. Therefore, a distinctive voice is an asset, not a cost.
Lesson for cryptocurrency founders Reflects classic marketing wisdom. Technology may open the door, but identity is what keeps a brand alive.
As flood automation Each channel contains more contentOrbea’s warning became louder. In the copy market, the only safe move is to be impossible to copy.
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