From the cultural distinction between Binance and Kraken to the evolution of the retail viewers, protecting AI, market cycles, and profession within the crypto sector: the interview with Lorenzo Cappone.
Advertising within the crypto sector is getting into a brand new section. After years of hype, explosive development, and aggressive communication, the viewers has modified — and types should change with it.
This is among the key messages that emerged from the interview between Amelia Tomasicchio, founding father of Cryptonomist, and Lorenzo Capone, at the moment at Kraken and previously at Binance, among the many most skilled Italian managers within the retail development of exchanges.
The assembly offers a uncommon insider’s view of the business: company tradition, viewers evolution, use of synthetic intelligence, and crypto market dynamics in 2026.
Binance vs Kraken: velocity versus id
One of the vital intriguing elements of the interview issues the cultural distinction between the 2 giants of the business.
In keeping with Capone, Binance epitomizes velocity and aggressive execution:
“Binance is pure execution, scale, velocity. Kraken, alternatively, is extra reflective: branding, values, id. It’s a extra organized construction by way of advertising and marketing.”
Kraken, an organization traditionally perceived as stable and compliance-first, has a nonetheless restricted presence in Italy and Southern Europe. This very absence has represented a possibility for Capone:
“The model is powerful, the corporate is stable, however the native presence is sort of nonexistent. I noticed an awesome alternative to make it identified.”
It’s not nearly market technique, but in addition operational philosophy. Binance was created as a hyper-scalable machine; Kraken, with its American roots, prioritizes construction and model consistency. Two opposing fashions that mirror totally different approaches to development.
The crypto viewers has modified
If there’s one level Capone is evident about, it’s this: the retail crypto viewers is not naive.
“In the present day, folks have a defend. They instantly acknowledge when somebody is paid to say one thing. They perceive when there’s shill, when there’s FUD, when there’s compelled advertising and marketing.”
In keeping with Capone, many medium to small exchanges nonetheless make a deadly mistake: underestimating the intelligence of the general public.
After years of market cycles, failures, scandals, and speculative bubbles, customers have developed a powerful important sense. Superficial or manipulative communication not solely not works — it dangers damaging the model.
This transformation necessitates an intensive overhaul of crypto advertising and marketing:
- much less hype
- extra transparency
- actual schooling
- constant branding
AI in Advertising: Instrument, Not Shortcut
One other central theme is synthetic intelligence. Capone is evident: AI won’t change entrepreneurs, however it is going to increase the bar.
“It won’t change anybody. Quite the opposite, it is going to improve the creativity wanted for efficient advertising and marketing.”
The difficulty isn’t AI itself, however its superficial use. In the present day, many manufacturers chase traits with out technique, producing simply recognizable “cringe” AI content material.
The general public, as soon as once more, takes discover.
“They’ll inform in milliseconds when content material is poorly generated with AI.”
The successful method is holistic: integrating AI instruments into workflows with out distorting the model’s human message.
Crypto Advertising in 2026: Training or Leisure?
The advertising and marketing of retail exchanges at present faces a segmentation problem. The viewers is huge and heterogeneous: skilled customers coexist with novices.
In keeping with Capone, the successful technique stays diversification:
“A combination is required. There are those that converse the crypto language and those that want primary monetary schooling.”
There isn’t any longer a dominant platform. Instagram, Twitter/X, TikTok, and YouTube require totally different languages and methods. The problem isn’t solely artistic but in addition operational: the advertising and marketing groups of exchanges are sometimes made up of only a few folks.
Managing a multiplatform presence is a matter of priorities and assets.
Working within the Crypto Sector In the present day: Finish of the Simple Period
One other important step issues employment within the sector.
In 2021, merely labeling oneself as a “Web3 fanatic” on LinkedIn was sufficient to safe interviews. By 2026, the panorama is radically totally different.
“In the present day it is advisable ship worth. Titles matter little. What counts is the observe file.”
Corporations search tangible outcomes, not generic enthusiasm. Dedication and private initiative make the distinction.
Capone shares a telling anecdote: a candidate who, after an interview, despatched a 40-page doc to develop an concept mentioned in the course of the name.
“What distinguishes folks is starvation.”
The sector is extra selective, but additionally extra skilled. The impulsive hiring of the 2021 cycle has given technique to a logic of effectivity and sustainability.
Crypto Market: Cycles and Human Psychology
Available in the market, Capone avoids making predictions, however notes a historic fixed: it’s not simply the worth that’s cyclical — human habits is as effectively.
“Each cycle tells the identical story. Hype on the prime, panic on the backside.”
In keeping with him, bear markets are the instances to check and construct abilities, to not chase the worth.
The “Bitcoin is useless” narrative continues to resurface with each correction, regardless of a fifteen-year historical past of resilience.
A Maturing Sector
The interview portrays a extra mature crypto sector in comparison with the previous:
- extra important viewers
- extra structured manufacturers
- extra selective hiring
- much less improvised advertising and marketing
The period of blind enthusiasm offers technique to professionalization.
For these getting into at present, the alternatives stay huge — however they require actual abilities, strategic imaginative and prescient, and adaptableness.
As Capone summarizes:
“That is the suitable time to check. Not when the market explodes.”