With the crypto bull run just beginning, confidence has returned for token generation events (TGE) or new token launches to be well received by the market. Some predictions forecast that Bitcoin (BTC) could cross the $400,000 mark or more before the end of 2025, with many awaiting altcoin season to begin.
Current market conditions, which include a greater willingness by investors to deploy capital, make it strategic for TGEs to take place. Greater liquidity that is available attracts greater support and volume.
The crypto market also started gaining momentum, following the U.S. elections in November 2024, propelling it to reach new all-time highs not even seen in the 2021-2022 bull run. Potential valuations for tokens and network efforts are elevated in such scenarios.
The space is going to very rapidly become crowded with the amplification of new token launches. Strong technical fundamentals and tokenomics remain the baseline for successful projects.
However, token launch success in this climate will depend on a project’s ability to deploy strong marketing fundamentals. This includes developing and telling compelling stories, managing dynamic narratives, and retaining the trust of key stakeholders.
Without these, even the best technology will risk being drowned out by noise.
Storytelling forms the foundation of trust among stakeholders. At this stage of launching a token, a project’s ability to find its “narrative-market fit” rather than its “product-market fit” is key. Tightly interwoven in this is the ability to tell stories that resonate with the current zeitgeist.
Storytelling should happen in both the first person and by third parties. “Founder mode” , popularized by Y Combinator’s Paul Graham and Airbnb’s Brian Chesky, should also be applied to storytelling. Founders drive not only the direction of the product and technology but also the story that the project tells.
On top of that, third-party endorsements from credible voices—be it journalists, influencers or Key Opinion Leaders (KOLs)—also boost this trust by providing powerful trust signals to the market.
The voice of media plays a pivotal role in articulating and validating a project’s vision in ways that resonate with diverse audiences. Earned media coverage like press features and thought-leadership pieces read by crypto-native and mainstream audiences deliver much-needed credibility to a project.
Projects with consistent media coverage often see greater community engagement and token uptake.
Jupiter’s airdrop strategy, for instance, emphasized decentralized narratives and saw media stories highlighting their community-driven approach and rewarding active users. Jupiter’s founder, Meow, also took to Reddit to engage with the Jupiter community to share their vision and hear the community’s thoughts and feedback.
At the core of a TGE strategy therefore needs to be a clear plan for developing these stories and distributing them through influential networks.
Fear, uncertainty, and doubt (FUD) are inevitable in crypto, and how projects handle these challenges will significantly impact their reputation. If a project is groundbreaking, expect FUD, and with this expectation, it is essential to have a clear approach to tackle it.
The perception of fairness is a key element of avoiding FUD. “Perceived inequality” was a major criticism of EigenLayer’s airdrop in 2024. There also appeared to be division among community members on the core team’s plans.
Perception, if not carefully shaped, can spell the difference between success and disaster during token launches.
Hyperliquid’s HYPE, on the other hand, was said to be one of the most successful airdrops in crypto, can partially be understood by their choice to exercise decentralized distribution.
This entailed the exclusion of venture capital firms (VCs) from special early access. Instead, they practiced rigorous encouragement of community involvement. Everyone—both VC and retail users—would get the same access to the token.
Helping the community understand they were being treated fairly drove the airdrop’s success.
Townhalls and frequently asked questions (FAQs) explaining token allocation, with the willingness to receive feedback before TGE and airdrops could make a huge difference in how launches are perceived.
Despite that, not all FUD events can be predicted. When these inevitably happen, three steps are essential to navigate away from this environment.
There are layers to managing FUD. It’s key to quickly understand and monitor the gravity of the conflict, as it’s sometimes easy to get caught up in the heat of the moment.
Some arguments may start and remain in a small subsection of the community, and trying to resolve this with statements from the project’s key channels would only draw more attention to the criticisms.
However, once major industry players start getting involved, a crisis communications strategy should be put into place. It would include an overarching narrative that is being communicated and supporting messages.
It’s also vital to leverage external voices, because trust in the project has been challenged. Speaking with journalists for them to share an objective view, can provide the authority needed to stamp out FUD. Supporters of the project voicing out will also be key in reinforcing the messages developed.
Ultimately, a well-informed, active community and the authority of media can effectively rally support and counter misinformation.
Marketing can’t mask poor technical or product foundations. Successful projects have a clearly defined vision with sound technology or products. Marketing adds value only when the underlying product delivers on its promises.
Founders must align their communications strategy with tangible progress, avoiding the temptation to oversell or overhype.
Recent successful token launches have demonstrated that hype is effective only when underpinned by real value. Sonic Lab’s integration with TikTok succeeded because it delivered on user engagement, not just flashy promotion.
In a market increasingly defined by noise, the most successful projects are those that balance strong technical foundations with compelling communication strategies. Effective marketing and PR amplify trust, but it is the consistent, transparent efforts of founders and their ability to manage narratives that build lasting confidence.
As token launch season heats up, to projects preparing for TGEs, the message is clear: Sound technology is your ticket to the game, but storytelling, communication and trust-building will determine whether you win.