When the market enters a bear cycle, the rulebook for marketing completely changes. Traditional value propositions that worked during bull runs often fall flat in downturns. The real challenge isn't just about promoting your project—it's about helping people understand why it matters when confidence is shaky and portfolios are bleeding red. Communication needs to shift from hype-driven messaging to substance-focused storytelling. You've got to show genuine utility and long-term vision instead of riding FOMO waves. This is when authenticity becomes your actual competitive edge in a crowded space.