Marketing is not just about advertising. It is a strategic tool that helps connect a project with its audience, build trust, and grow long-term value. For a decentralized project like Terra Classic (LUNC), which is driven by its community and ongoing technical efforts, marketing is essential for visibility, adoption, and survival. Below is a breakdown of why LUNC needs marketing, supported by core marketing theories.
1. Marketing Builds Awareness and Brings New Users
Theory: AIDA Model — Attention, Interest, Desire, Action
The first stage of every buyer’s journey is awareness. If people do not know about LUNC, they will not use it, support it, or invest in it. Marketing helps LUNC capture attention in a noisy crypto market. It informs people about the chain’s purpose, ongoing development, burn mechanisms, and potential.
Why it matters:
Thousands of new tokens are launched every year. Without strong marketing, LUNC risks being forgotten or ignored, regardless of its community and technology.
2. Marketing Shapes the Brand and Rebuilds Trust
Theory: Brand Equity Theory (Keller’s Model)
LUNC carries a complex history due to the collapse of the original Terra ecosystem. However, marketing allows the community to rebrand the chain, communicate positive progress, and rebuild trust. A strong and consistent brand leads to loyalty and long-term credibility.
Why it matters:
Investors and developers are more likely to support a blockchain project that has a clear identity, a positive message, and transparent communication.
3. Marketing Attracts Developers, Projects, and Partners
Theory: Marketing Concept Theory — understanding and meeting stakeholder needs
Marketing is not just for retail traders. It also speaks to developers, builders, and institutions. When LUNC promotes its chain, tools, and developer resources clearly, it becomes more attractive for building decentralized applications, NFTs, and DeFi protocols.
Why it matters:
Without marketing, many developers may choose more visible blockchains such as Solana or Base, even if LUNC offers similar or better capabilities.
4. Marketing Increases Volume and Supports Token Burns
Theory: 4P Marketing Mix — Product, Price, Place, Promotion
Promoting LUNC’s utilities such as DEXs, games, and staking platforms can drive user activity and trading volume. Higher volume means more transactions and more LUNC burned. This directly supports the chain’s deflationary goals.
Why it matters:
Marketing does not just inform people. It drives behavior. If more people are active on LUNC, then burn rates and use cases grow at the same time.
5. Marketing Helps LUNC Compete in the Crypto Space
Theory: Porter’s Competitive Advantage Theory
The crypto market is extremely competitive. Every project is trying to attract the same attention. LUNC needs to show how it is different — whether through its strong community, transparent governance, or burn strategy. Marketing communicates these differences clearly and repeatedly.
Why it matters:
Without marketing, LUNC cannot defend its position or grow its influence in a market full of similar chains.
6. Marketing Enables Long-Term Growth and Expansion
Theory: Ansoff Matrix — Market Penetration, Market Development, Product Development, Diversification
LUNC has potential to grow beyond what it is today. With smart marketing, it can attract new users, enter new markets, launch new products, and become more than just a recovery story. It can become a leading community-led blockchain.
Why it matters:
Long-term growth does not happen by accident. It requires a roadmap and communication. Marketing turns goals into action by reaching the right audiences.
Conclusion
LUNC cannot depend on technology and community alone. To survive and grow, it must be visible, trusted, and understood by people inside and outside the crypto space. Marketing is the bridge between the blockchain and the world. Supported by proven marketing theory, it is clear that if LUNC wants to attract new users, increase adoption, drive burns, and build a sustainable ecosystem, marketing is not optional, it is necessary.