The post OKX wants to build a ‘generational brand’ like Fidelity, says CMO appeared on BitcoinEthereumNews.com.

OKX’s chief marketing officer Haider Rafique wants OKX to be as trustworthy as Fidelity.  In an interview with Blockworks, Rafique explained how he’s approaching the company’s rebranding, advertising and the overall state of crypto. In December 2022, OKX announced that it was planning to rebrand from OKEx to OKX. Rafique helped lead the rebranding, and acknowledged that the campaign has been tough. “There’s still an appetite to push and bring utility,” he added.  The company is looking to build itself as a “generational brand” like Fidelity, a brand that Rafique himself trusts. Read more: Tech-first, trust-next: OKX’s roadmap for regaining consumer confidence “What’s important for us as a company is that we build the right market share; people who are going to stay with us if our aspirations are to be a generational brand,” he told Blockworks.  “I’m still a Fidelity customer from day one. I’m very happy with Fidelity because I trust them, their customer service is great, they’re reliable, I don’t have solvency concerns with them, so on and so forth.” But building out a generational brand isn’t keeping Rafique or OKX from pursuing brand partnerships or celebrity deals. Rafique said that other companies were “on the table” when OKX originally reached out to McLaren.  Another firm “had a much more sizable check than us. And the first conversation I had with McLaren was [that] I’m not going to be the largest check,” Rafique said. But that didn’t dissuade OKX, and Rafique said that OKX will “absolutely” pursue more “celebrity-driven creative installations.” Here’s more from Rafique’s interview with Blockworks: Blockworks: The last time we spoke [at Permissionless], we touched on how OKX is marketing or is changing its marketing strategy during a bear market…can you explain what kind of upside you see in the market we’re in currently?…

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Filed under: News - @ October 24, 2023 12:22 am