It’s a common belief that in a bull market, everyone wins. With investor optimism surging, some companies assume that their projects will attract attention and capital regardless of strong branding or visibility. But reality paints a different picture.
Drawing from his extensive PR expertise, Ermolaev challenges this passive mindset directly: “The market rewards visibility. If your project isn’t being talked about before the rally, it’ll be harder to catch attention when everyone’s shouting.”
He emphasizes that brands treating PR as a long-term strategy are the ones best positioned to succeed when the cycle turns bullish: “When the market shifts, these brands are ready to scale whether by targeting new regions, launching new products, or securing tier-1 media coverage. But none of that’s possible without a stable media presence already in place.”
To prove this point, Ermolaev has cited the ChangeNOW case, solved by his Outset PR agency that has already helped multiple projects scale their visibility globally during previous market cycles.
“By consistently helping ChangeNOW build their media presence over time, we were able to strengthen their brand awareness and establish the level of trust needed with the audience. As a result, when the bull market hit, our lead generation efforts translated into an impressive influx of new users.”
Another example of brand awareness unlocking new audiences is Outset PR’s campaign for Step App, a move-to-earn platform. Leveraging the app’s established PR legacy, the agency’s traffic acquisition strategy successfully expanded its visibility in the US and UK as the bull market unfolded in late 2023. Ultimately, Step App saw a 60% increase in website traffic. Notably, the market value of the platform’s FITFI token surged by 150% during the campaign.
According to Ermolaev, these cases highlight the importance of making your brand visible, especially at a time, when the market is heating up for another supercycle. His message is clear: businesses that wait until the rally may find themselves too late, while those that succeed invest in brand awareness beforehand.
“To gain momentum in bull markets—and sustain it beyond—embracing strategic, consistent PR is a smart choice. Tell your story, showcase your value proposition, and always align with your customers’ demands. You’ll soon see how this foundation expands your business opportunities and helps you remain highly competitive, even during busy periods.”
