A Software Engineer's Brand Philosophy

Author: momo, ChainCatcher

In the clamor of the crypto world, we seem to have fallen into a peculiar linguistic dilemma—when terms like "cross-chain interoperability" and "modular architecture" become industry standards, the technology itself is building an invisible cognitive wall. The distance between users and products has not shortened due to technological advancements; rather, it has grown further apart because of the obscure and difficult technical language.

While the entire industry is using more complex expressions to prove its professional depth, Bitget has chosen a different path. In 2025, this trading platform decided to rethink its dialogue with users—not piling on technical jargon, but returning to a language that users can understand, using the simple yet profound concept of "Universal Exchange" to initiate a fundamental reconstruction of brand communication.

Behind this transformation is a storyteller who has come from the world of code: Bitget's new Chief Marketing Officer (CMO) Ignacio Aguirre Franco. He entered the marketing field with the rigorous thinking of a computer engineer, yet firmly believes that the best technology should be perceived, not explained. "Good code eliminates friction, and a good brand eliminates doubt."

Under his leadership, a thought-provoking question gradually emerges: In an industry dominated by technical jargon, how can the complex concept of "Universal Exchange (UEX)" be transformed into a simple promise that every user can understand and trust? While other platforms pursue more complex technical expressions, why does Bitget firmly believe that true professionalism is not about making things sound complicated, but about making complex systems easy to use?

Here is his narrative: about how to build brand trust using the logic of code, how to transform the complexity of technology into a simple user experience, and why, on the path to "universality," the simplest promises often require the most solid support.

From Code to Narrative: An Engineer's Brand Philosophy

In Ignacio's framework of thought, the underlying logic of marketing is remarkably similar to software engineering. This Bitget CMO, who has crossed over from the world of code, redefines the meaning of brand building with the rigor of an engineer.

Ignacio: "Programming and brand building follow the same rules: clarity, consistency, and reliability. Good code eliminates friction, and a good brand eliminates doubt."

This mindset directly shapes his work philosophy. Whether dealing with traditional tech giants like Adobe and SAP or financial innovators like Xapo Bank, he consistently adheres to one principle: functionality itself is not sticky; stories are.

In the crypto industry, complex technology often becomes a barrier to user understanding. Ignacio excels at transforming esoteric concepts into language that anyone can understand.

He shared a proud example: "We took a complex, multi-chain product and distilled it into three promises: your earnings continue to generate, operations become simpler, and you can use it wherever you are."

Ignacio: "Once users can restate it in one sentence, user adoption follows. The rest of the partners and community will naturally fall into place."

From the traditional tech industry to the crypto world, Ignacio has experienced a reshaping of marketing concepts. In his view, some fundamentals remain timeless, while some rules must be broken. "The effective core marketing 'fundamentals' remain: understand the pain points of your ideal customer profile and communicate with them in plain language."

At the same time, he is acutely aware of the rules that must change: "In traditional fields, brands have strong control over narratives; but in the crypto world, the community owns the brand. You cannot control the dialogue; you can only guide and participate." This shift in understanding directly impacts the work pace. "The pace of the crypto world is ten times that of traditional tech, which means marketing strategies must be more agile, daring to test, learn, and iterate quickly."

Standing at the intersection of code and narrative, Ignacio is redefining brand building in the crypto world with the rigor of an engineer and the insights of a marketer.

"Universal" Narrative: How to Simplify Complexity?

When Bitget announced its "Universal Exchange (UEX)" strategy at the critical juncture of its seventh anniversary, it was not just a product roadmap release but the beginning of a brand narrative on how to transform complex technology into a simple user experience.

This narrative resonates with CMO Ignacio's original intention for entering the crypto world. He admits that he was initially captivated by Bitcoin's grand vision of reshaping internet value through decentralized systems. At Bitget, he found the same qualities—"bold yet execution-oriented; here, we do not pursue hype but are committed to building lasting infrastructure." This excites him and serves as the underlying motivation for his brand narrative.

In Ignacio's view, the company's silent accumulation of over 120 million users is the best proof of this pragmatic spirit. With a background in engineering thinking, he is dedicated to transforming the Universal Exchange from a technical concept into a brand promise that users can perceive.

Ignacio: "At Bitget, I am applying the same principles: sharpening our brand narrative, amplifying the aspects we are already doing well, and ensuring we consistently appear at key moments in both crypto-native and mainstream market channels."

In his interpretive framework, "universal" is primarily a promise of experience—allowing any user to complete all investment activities on a single interface, eliminating the need for users to constantly switch in a complex ecosystem. The emergence of crypto technology should make everything simpler, not more complex.

He breaks down the universal concept into several key pillars: deeply ingrained product DNA, broadly balanced global layout, and execution speed that stays ahead. Together, these three form the solid foundation of the "universal narrative."

Ignacio: "In terms of product DNA, Bitget is not just adapting to trends; we are continuously innovating to define trends. In addition to keeping pace with market demands in copy trading, mobile-first experiences, and risk management, we are redefining the digital asset trading experience through a series of innovative measures, such as integrating on-chain trading, introducing US stock tokens, launching the smart trading assistant GetAgent, and being the first to propose the 'Universal Exchange' strategic concept."

Regarding global layout, Bitget does not concentrate on a single market; we have operations in Asia, Europe, Latin America, and the Middle East and North Africa. This gives us cross-regional resilience and insights.

Moreover, Bitget executes swiftly. We experiment, learn, and release products. The Web3 space does not wait, and our construction is designed to move forward in sync with it.

Currently, Bitget has served over 120 million users. What is the future growth focus around the "universal narrative"?

Ignacio discussed Bitget's plans: "We focus on two things: asset supply and user experience."

He emphasized that the primary feature of the Universal Exchange is to cover global core assets. Bitget currently supports all on-chain crypto assets and has become the largest trading market for US stock tokens and contracts, with plans to soon support gold, foreign exchange, etc. "One-stop shopping for global core assets" is the innovation on the asset supply side; the innovation in user experience comes from AI integration. "The AI assistant GetAgent launched by Bitget can learn algorithms and analytical capabilities from general AI like ChatGPT, while also possessing user habits and trading data that general AI lacks, thus providing more customized and precise trading advice."

When asked why to focus on emerging markets, he revealed Bitget's strategic logic: entering regions where user demand is not fully met, infrastructure is weak, and where Bitget can truly make an impact. In his view, once the actual needs of these markets are deeply understood, the value of the Universal Exchange as a one-stop solution will become self-evident.

Building Order in the Eye of the Storm

Being in the unceasing eye of the storm that is the crypto industry, putting such a vision into practice requires an efficient team.

Ignacio often resides in Luxembourg, and his day operates at high speed amidst cross-timezone meetings, intensive marketing activities, and key product launches. He needs to switch between strategic reviews, creative approvals, and in-depth discussions tailored to specific markets. The most stressful moments come when coordinating global execution during major product launches or responding to sudden market changes.

In this high-pressure rhythm, he relies on strict self-discipline to build order and maintain sharpness. He views energy as a core resource that needs to be managed; knowing when to push forward and when to pause for recovery must be part of the planning.

It is this ability to maintain calm and order in the center of the storm that lays the foundation for his unique management philosophy.

Ignacio: "I lead with trust and clarity. I give team members the space to take responsibility, but ensure everyone understands the 'why' behind what we do."

In team building, he has distinct standards. Ignacio mentions, "I value proactivity, humility, and adaptability more than background. Like many Bitget managers, I prefer a learner over a know-it-all."

In Ignacio's view, managing a global marketing team is like architecting a complex system—each component must operate independently while also collaborating effectively.

Ignacio: "In this industry, speed is competitiveness, but fast does not equal chaotic. We ensure that every decision is well thought out through clear division of labor and a culture of trust, while maintaining high operational speed."

The Evolution from Vision to Reality

In Ignacio's view, clear strategy and an efficient team are the key cornerstones for pushing the Universal Exchange from vision to reality.

This methodology is beginning to show results. As we look back at the end of 2025, Bitget has gradually transformed the blueprint of the Universal Exchange into a tangible reality: becoming the first mainstream platform to support all on-chain assets; US stock contract trading volume surpassing $5 billion; and the AI assistant GetAgent having responded to over 1 million investment inquiries from users.

Ignacio maintains a clear awareness when reviewing the past year: "In the past few months, we ranked second globally in terms of capital inflow among mainstream exchanges, marking an increase in user trust and platform maturity. Of course, challenges still exist—especially in expanding business under varying global regulatory environments and promoting user adoption of new on-chain features."

In terms of capturing platform ecosystem value, with BGB governed by the Morph network, the value support for BGB has been further solidified, becoming a triadic ecological hub connecting "exchange-wallet-public chain."

Notably, the Morph Foundation recently completed an important upgrade to the BGB token economic model, with the core being the introduction of a new quarterly burn mechanism. This design solidifies BGB's core role in payment, governance, and settlement, expanding its application scenarios in DeFi and PayFi, thereby establishing its long-term value logic based on real demand.

Looking ahead to 2026, Bitget's strategic direction shows a deepening transition from quantitative to qualitative change. Bitget's goals are also undergoing significant transformation. "Our goal is to shift from rapid growth to sustainable global leadership."

Ignacio emphasizes: "The metrics are no longer just about user scale but also include ecosystem depth, product innovation, and lasting user engagement."

Now, under Ignacio's leadership, the Universal Exchange is transitioning from a technical concept to a user-accessible reality through precise brand narrative. This builder, who deconstructs brands with engineering thinking, is proving that the best technology stories do not need grandiose language; they only require accurate communication.

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