“We shifted from a house of brands to a branded house. Everything is now a feature of Arbitrum,” says @samfriedman6_, Head of Marketing at Offchain Labs.

In crypto, fragmented messaging often confuses and drives users away.

As a house of brands, every product Arbitrum developed had its own landing page, socials, and funnels.

But these were really just features of a single ecosystem.

To address this, Arbitrum moved to a branded house approach with a clear message:

"Arbitrum is a suite of development tools to bring everyone onchain and empower onchain businesses."

At the Safary Summit, Sam emphasizes that clear and consistent storytelling is essential for sustainable growth.

A "house of brands" divides attention across multiple products, weakening your overall impact.

But a "branded house" positions each product clearly as part of one unified narrative.

This approach simplifies choices for users, making sure they quickly understand exactly who you are and the value you provide.

Sam also stresses the need to trust your human intuition:

“You must deeply understand users as people. Without a genuine human connection, nobody will adopt your product.”

Growth in web3 isn't about flashy marketing, it’s about authentically connecting with your audience.

When you pair intuitive messaging with human-centric design, you move beyond fleeting growth hacks.

You create something that users actively choose and remain loyal to long-term.

This is how you build resilient ecosystems that stand the test of time.