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Cryptocurrency has had a difficult year, with the downfall of exchange FTX and a guilty verdict for its founder, Sam Bankman-Fried. To pivot from its negative image, marketing and content is essential to emphasize the underlying technology’s potential for innovation. To reshape public perception, showcasing real-world applications and success stories, collaborations with reputable financial institutions, and compliance with regulatory frameworks are key. Consistent, transparent communication and community engagement will be crucial to reframe the narrative and long-term viability.