I’ve been on the internet longer than Google.

I got started with e-commerce in 1996 and my first startup was mobile communications firm m-otion, waaaay back in 1999. My most recent is marketing agency THE RELEVANCE HOUSE, specializing in the blockchain sector. In between, I co-founded SwissMine (which made the first crypto ATMs, now on display in Zurich’s Museum of Money) and have been deeply involved with many more as a board member, adviser and co-founder. 

German Ramirez Intrum vision day

I know entrepreneurship. I know marketing. And I know tech.

Writing in the Web3 and wider business press, I draw on my deep knowledge of entrepreneurship, marketing, technology, branding and more. Here are some examples.  

Latest articles

Newsletter: Brands in Web3 & Web3 in Brands #16

Newsletter: Brands in Web3 & Web3 in Brands #16

Welcome to Edition #16 of “Brands in Web3 & Web3 in Brands“, your regular dose of the latest news from the blockchain, crypto, and Web3 space, curated to provide unique marketing and brand strategy insights with a pinch of spice.

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Newsletter: Brands in Web3 & Web3 in Brands #15

Newsletter: Brands in Web3 & Web3 in Brands #15

Welcome to Edition #15 of “Brands in Web3 & Web3 in Brands“, your regular dose of the latest news from the blockchain, crypto, and Web3 space, curated to provide unique marketing and brand strategy insights with a pinch of spice. 

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Web3 sports sponsorships 2024: big opportunity or big gamble?

Web3 sports sponsorships 2024: big opportunity or big gamble?

Web3 sports sponsorship deals seem to be ubiquitous these days, with everyone from Binance to Tezos getting in on the action. In a recent analysis, we took a look at every current Web3 sponsorship deal in the English Premier League and F1 motor racing to gain an understanding of how much these deals cost, what Web3 subcategories are most prominent, and what the underlying branding strategy is.

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Newsletter: Brands in Web3 & Web3 in Brands

Newsletter: Brands in Web3 & Web3 in Brands

Welcome to Edition #14 of “Brands in Web3 & Web3 in brands“, your regular dose of the latest news from the blockchain, crypto, and Web3 space, curated to provide unique marketing and brand strategy insights with a pinch of spice.

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The branding challenge of the blockchain bounce

The branding challenge of the blockchain bounce

Layer-1s have the money to start thinking about branding again. But this time, they may want to use their resources more strategically.

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Newsletter: Brands in Web3 & Web3 in Brands

Newsletter: Brands in Web3 & Web3 in Brands

Welcome to Edition #13 of “Brands in Web3 & Web3 in brands“, your regular dose of the latest news from the blockchain, crypto, and Web3 space, curated to provide unique marketing and brand strategy insights with a pinch of spice.

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Newsletter: Brands in Web3 & Web3 in Brands

Newsletter: Brands in Web3 & Web3 in Brands

Welcome to Edition #12 of “Brands in Web3 & Web3 in brands“, your regular dose of the latest news from the blockchain, crypto, and Web3 space, curated to provide unique marketing and brand strategy insights with a pinch of spice.

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Beyond words: how AI can boost your copywriting

Beyond words: how AI can boost your copywriting

No, the robots aren’t ready to take over – but that doesn’t mean you can ignore them. Chatbots can be a powerful productivity booster and aid to creativity, so it’s time to add “AI trainer” to your job description.

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Newsletter: Brands in Web3 & Web3 in Brands #11

Newsletter: Brands in Web3 & Web3 in Brands #11

Welcome to Edition #11 of “Brands in Web3 & Web3 in brands“, your regular dose of the latest news from the blockchain, crypto, and Web3 space, curated to provide unique marketing and brand strategy insights with a pinch of spice.

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Human-readable code: Why branding is the programming language of humans

Human-readable code: Why branding is the programming language of humans

Successful firms know that branding and marketing don’t happen by magic or according to checklist-type formulae.

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Newsletter: Brands in Web3 & Web3 in Brands #10

Newsletter: Brands in Web3 & Web3 in Brands #10

This week: MiCA paves the way for expansion of the European digital asset sector; Web3 at a pivotal moment for enterprise takeup and startup funding; Meta’s metaverse gets some legs.

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The secret to successful branding in Web3: The science of choosing

The secret to successful branding in Web3: The science of choosing

Human nature means it’s not easy to make decisions. Choosing one option often means forsaking others and can require careful analysis and thought, which takes energy.

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Newsletter: Brands in Web3 & Web3 in Brands #9

Newsletter: Brands in Web3 & Web3 in Brands #9

This week: How 2023’s regulatory whirlwind has created three distinct faces of Brand Crypto globally; Binance’s peculiarly flexible approach to brand identity; and why the real value in NFTs is about so much more than numbers go up.

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More than just a jpeg

More than just a jpeg

Did you think it was over? With the NFT art craze running out of steam, we can finally focus on what those unique digital tokens are really good for.

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