RM | From Identity to Identifying
For years, I’ve seen brands—whether a streetwear, onchain infrastructure, or even now memecoins—follow the same trajectory: they’ve moved from selling to engaging. From projecting an identity to giving people tools to identify.
In a world where everything is hyper-financialized, marketing isn’t about creating purchase intent anymore. It’s about creating participation.
Market makers aren’t just selling; they’re curating. They provide liquidity, buy and sell, and enable movement. They’re the connective tissue, turning static offerings into dynamic ecosystems.
Your community isn’t just an audience—it’s the creator. This is why headless brands—brands where the narrative is driven by the community—are thriving.
A bold visual identity isn’t enough anymore. The strongest brands today don’t just say, "This is who we are." They hand their community the tools to say, "This is who I am."
Memes are the perfect example. They’re not content; they’re currency. Adaptable, remixable, and dripping with “IFYKYK” energy. They’re easy to share but impossible to control. And that’s exactly the point.
