Tiffany and Gucci’s dip into crypto is a balance of reputation and revenue

Are crypto integrations by household name brands and sports teams evidence of increasing use cases for digital assets and cryptocurrencies — or more of a marketing ploy?

“The financial upside of creating new revenue streams and channels for culture are clear, regardless of market conditions, but brands that command this level of attention aren’t keen to risk their brand value and reputation,” John Wu, president of Ava Labs, said to TechCrunch. “It’s safe to assume strategy for these initiatives have been discussed extensively and approved by the most senior leadership.”

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