The cryptocurrency exchange’s CMO, Steven Kalifowitz, is to depart after six years. His celeb-studded, cinematic marketing campaigns show the danger of mistaking volume for meaning, argues Mark Ritson. Buckle in for a lesson in differentiation.
Steven Kalifowitz is six weeks from a fate worse than dismissal. On June 30, after almost six years as chief marketing officer of Crypto.com, he becomes an advisor to chief executive Kris Marszalek. Anyone who has spent five minutes inside a holding company knows what that means: corporate purgatory for executives who cannot be fired publicly but will not be allowed to make another decision. Kalifowitz spent over a billion dollars during his tenure on the Crypto.com brand. The question that…
