Brand building matters in crypto — OKX bets on trust, design and culture with Haider Rafique
The Future of Money · Henri Arslanian
July 10, 20257m 21s
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Show Notes
My Interview with Haider Rafique, CMO, OKX at #token2049
- Why the crypto industry must call out bad behaviour to move from the wild wild West to the middle mile West
- OKX's pivot from centralised exchange to Web3 wallet and why product design and self-custody matter
- The role of storytelling in rebuilding crypto's reputation after scandals like FTX
- Why brand building, trust, and user experience are now central to client acquisition in crypto
- How sports partnerships build distribution and reinforce values like perseverance and discipline
- The importance of taking risks in marketing and standing for something—even when it's controversial
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The full interview is also available on my YouTube channel.YouTube: https://bit.ly/3YfcSX4