Why Crypto Brands Are Dropping Like Flies: The Real Culprit

Let’s talk about crypto branding or the lack thereof. Jordi Urbea, CEO of Ogilvy Spain, recently dropped a truth bomb that many in the industry aren’t ready to handle. Most crypto brands aren’t crumbling due to faulty tech. No, they’re sinking under the weight of their own blandness. At the Ibiza Tech Forum 2026, Urbea laid it out: sameness is the silent killer. You could swap out logos and still end up with the same uninspired message. I've seen enough.

Here's what the numbers say. Between 150 and 300 new coins make their debut weekly, yet around 10,700 remain active. Despite this frenzy, Bitcoin and Ethereum still own nearly 75% of the total market value. So, what happens to the rest? They’re stuck fighting for scraps, saying the same things in the same way, and naturally, they're disappearing. No wonder over half of the tokens launched since 2021 have already bitten the dust. The press release said innovation. The 10-K said losses.

Urbea argues that the real issue isn’t the tech itself but an inability to articulate what sets a project apart. CB Insights backs this, noting that 42% of startups fail due to a lack of market need, with marketing mishaps following closely. In a world where projects mimic each other’s moves like a badly rehearsed dance, bringing something truly unique to the table isn't just smart, it's survival. Spare me the roadmap, create something nobody can copy.

So what does this mean for crypto? For one, it’s a brutal arena. Those with a distinctive voice win. The imitators lose. As more content floods every corner of the internet, the stakes for standing out are higher than ever. Distinctive brands rake in higher profits and lower price sensitivity. The lesson for crypto founders: make your brand unforgettable or join the growing list of ghost tokens. And that, my friends, is the bitter truth.