Newsletter
Sound Growth
A weekly newsletter by Imo Babics on fintech and crypto brands that refused to look like the rest of their category. Each issue takes one brand move apart: what the company did, why it worked or didn't, and what another marketer can steal from it.
Latest issues
- How Cash App let its users co-create the brand ↗ Cash App skipped the premium fintech look and handed users the pen: the $cashtag and a card they could sign themselves. The takeaway: build something customers want to show off, and treat "nothing to show a friend" as your next brief.
- Klarna, and the pink that carried it ↗ A checkout button on someone else's site is easy to forget, so Klarna's brand had to do the remembering. Hot pink and a playful voice stayed fixed while the campaigns and celebrities changed. The takeaway: hold one feeling constant and look nothing like your category.
In every issue
- One brand move, taken apart. A campaign, launch, rebrand or positioning call from fintech or crypto, broken down into what drove it and what it changed.
- One way to use AI in brand work. A workflow from my own work that saves time or sharpens output.
Who it's for
Founders, CMOs and growth leads at fintech and crypto companies, and marketers who want to build brands people trust with their money. It comes from 17 years in marketing, including scaling Bitpanda from 100,000 to 1.1M+ users and growing Relai's revenue 24x in three years.