Ripple edges past Bitcoin and Ethereum in brand intimacy

Ripple has ranked ahead of Bitcoin and Ethereum in a global survey measuring emotional connection between consumers and cryptocurrency brands, underscoring how perception and trust are emerging as competitive factors in a volatile digital asset market.

The San Francisco-based blockchain company placed fourth overall in MBLM’s Brand Intimacy Study for cryptocurrency projects, outperforming both Bitcoin and Ethereum in the latest assessment of how strongly users feel bonded to crypto brands. The survey, conducted by branding agency MBLM, evaluates brands based on emotional metrics such as trust, fulfilment and shared values rather than market capitalisation or trading volume.

Ripple’s position signals a shift in how parts of the crypto sector are viewed. While Bitcoin remains the largest cryptocurrency by market value and Ethereum dominates decentralised finance and smart contract applications, Ripple’s XRP ecosystem appears to have cultivated a deeper emotional rapport with its user base, according to the study’s methodology.

MBLM’s research measures what it terms “brand intimacy”, a framework that analyses emotional engagement across industries ranging from technology to financial services. In the crypto category, the study assesses how users perceive security, reliability, identity alignment and long-term commitment. Ripple’s high score suggests its messaging around cross-border payments and institutional adoption has resonated with audiences seeking practical use cases rather than speculative appeal.

Ripple, founded in 2012, positions itself as an enterprise blockchain company focused on facilitating faster and lower-cost international payments. Its flagship product leverages XRP as a bridge currency to enable liquidity between fiat currencies. Over the past several years, Ripple has expanded partnerships with financial institutions across Asia-Pacific, the Middle East and Latin America, aiming to challenge the dominance of the traditional correspondent banking system.

Bitcoin, created in 2009 by the pseudonymous Satoshi Nakamoto, remains widely regarded as digital gold and a store of value. Ethereum, launched in 2015 by Vitalik Buterin and others, introduced programmable smart contracts that underpin much of the decentralised finance ecosystem. Despite their foundational roles, both networks have faced scrutiny over scalability, environmental concerns in the case of Bitcoin’s proof-of-work model, and regulatory uncertainties affecting decentralised platforms.

Ripple’s brand performance also comes against the backdrop of its prolonged legal dispute with the US Securities and Exchange Commission. The regulator sued Ripple Labs in December 2020, alleging that XRP sales constituted unregistered securities offerings. In July 2023, a federal judge ruled that XRP sales on public exchanges did not amount to securities transactions, though certain institutional sales did breach securities laws. The mixed ruling was widely interpreted as a partial victory for Ripple and was seen as clarifying aspects of crypto regulation in the United States.

Legal analysts and market observers noted that the court decision provided greater confidence for XRP holders and exchanges, several of which had previously delisted the token. XRP regained listings on major platforms after the ruling, and its market capitalisation saw a sharp rebound. The legal battle, while protracted, may have reinforced perceptions of resilience among Ripple’s supporters.

Brand experts say emotional affinity can influence adoption and investor loyalty, particularly in sectors characterised by volatility and technical complexity. In cryptocurrency markets, where price swings and regulatory headlines frequently dominate coverage, emotional trust may serve as a stabilising factor. Projects that present a clear narrative and consistent communication strategy can strengthen user attachment beyond speculative interest.

Ripple’s outreach to central banks exploring central bank digital currencies has further shaped its image as an institutional player. The company has reported pilot projects and collaborations in regions including Asia and the Middle East, where governments are assessing digital payment infrastructure. These initiatives align with Ripple’s positioning as a bridge between traditional finance and blockchain-based systems.

Bitcoin and Ethereum, by contrast, operate as decentralised networks without central corporate leadership in the same way as Ripple Labs. Their brand identities are community-driven and rooted in open-source development. While this decentralisation is seen as a strength in terms of censorship resistance and innovation, it can make coordinated brand messaging more diffuse.

The broader crypto industry continues to mature amid tighter regulatory oversight across the United States, Europe and parts of Asia. The European Union’s Markets in Crypto-Assets regulation has introduced clearer rules for service providers, while authorities in several jurisdictions have stepped up enforcement actions against exchanges and token issuers. Institutional investors have shown renewed interest following the approval of spot Bitcoin exchange-traded funds in the United States, reflecting a gradual integration of digital assets into mainstream finance.