- Building Web3
- Posts
- Own the Narrative
Every top brand dominates mindshare by owning specific words.
In Web3 and beyond, this strategy wins.
Think about it:
When I say yappers, you think of Kaito.
When I say modular, you think of Celestia.
When I say building, I want you to think of my brand—Building Web3.
These associations weren’t accidents.
They were programmed.
And you can do the same.
Step 1: Choose Your Word
You have two options:
Create a Word
Example: Kaito made yappers a thing. A few months ago, no one was saying it. Now, it’s everywhere in crypto.
Capture a Common Word
Example: Celestia didn’t invent modular. But now, no one can talk about modular blockchains without mentioning them.
Pick your word.
When people hear it, they should think of your brand.
Step 2: Reinforce the Word
This is where repetition works its magic.
To program minds, focus on two key senses:
Sight – Your visuals (logos, colors, design).
Hearing – Your words (taglines, phrases, repetition).
You must repeat your word across every channel:
Videos
Tweets
Newsletters
Telegram announcements
It’s not enough for you to say it.
Your audience has to say it too.
Look at Kaito’s yappers.
Their audience started using the term, and now it has a life of its own.
Celestia did the same with modular.
The goal is for people to repeat your word without you prompting them.
Step 3: Program Your Audience
Once your word gains traction, your messaging needs to stay consistent:
See It. Hear It. Repeat It.
The more people associate your brand with your word, the stronger your market presence becomes.
You need to:
Own that word.
Keep embedding it in your content.
Use it until your competitors are forced to use your language.
The Takeaway
Market dominance starts with word ownership.
So, what word will you own?
Decide. Program it. Make it stick.
Because in this game of mindshare, those who control the narrative win.
Keep building,
Jax
PS: I’m breaking down strategies like this daily in my Telegram channel https://t.me/buildingweb3media