Crypto
Crypto ranks as the least intimate sector among the twenty-two industries in our study, a sharp decline from the previous study, where it placed eighth and even outperformed financial services. Within the category, Solana (SOL) leads, followed by Polkadot (DOT) and Tether (USDT).
Industry Performance
The crypto industry has an average Brand Intimacy Quotient of 15, well below the cross-industry average of 25.1. With seven brands in the bottom twenty of the 479 included in our study, the category’s underperformance likely reflects the impact of market volatility, regulatory uncertainty, and high-profile industry failures, which have eroded consumer trust and slowed adoption.
Archetypes & Stages
Enhancement is the dominant Brand Intimacy archetype in the crypto industry. The category ranks fourth in enhancement after tech and telecom, automotive, and automotive luxury. Compared to other industries in our study, crypto has the lowest fusing score, the last stage of Brand Intimacy.
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