On this episode of Proof-of-PR, Kelley Weaver is joined by Eve Smith Davies. She decodes complex tech and builds magnetic brands. As co-founder and Brand Director of UME—a design studio for frontier innovation—she's spent 20 years working at the intersection of technology, sustainability, and systems change across countries, sectors, and challenges. Her specialty is taking complex innovations and making them impossible to ignore. She's partnered with tech leaders and rising stars alike—from Aztec and Mina to NIKE, Hilton, Ocean Conservancy, and Whole Foods Market—to clarify their vision, position their value, and scale their impact across climate tech, tough tech, web3, and AI. A former branding and marketing instructor at Parsons and guest speaker at Columbia and Wharton business schools, she brings strategic rigor, fresh curiosity, and a systems lens to every challenge. Her work has been recognized in Forbes and It's Nice That. To stay up-to-date on upcoming guests and news by following us on Twitter at @ProofOfPR. #PRtips #TheBitcoinConference #ProofofPR #MediaRelations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● ⏰ Timestamps: 0:00 | Intro 1:25 | Who is Eve Smith Davies? 4:00 | How to build a compelling brand 8:48 | Mina story 14:11 | What metrics to measure in Web3 17:23 | How is Web3 brand building different from traditional companies? 21:23 | Research is important in brand building 25:18 | BITWIRE AD 26:33 | When Crypto marketing goes wrong 29:04 | Impact of AI on brands 32:42 | Importance of organization structure 36:35 | Power of brand & thought leadership for Founders 37:56 | Advice to Founders building a brand from scratch 42:30 | Get in touch with Eve & UME 43:13 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 🔗 Eve Smith Davies Links: X:  LinkedIn: https://www.linkedin.com/in/eve-smith-davies-ume/ LinkedIn: https://www.linkedin.com/company/umexdesign/    🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.