The Ethereum Foundation has shifted to a formal, coordinated marketing approach to defend its position as the leading blockchain for institutional adoption amid rising competition from Solana, BNB Chain, and others. Despite Ethereum maintaining dominance in tokenized real-world assets and DeFi liquidity, competing blockchains have demonstrated faster growth rates and gained institutional attention. The Foundation's strategy focuses on controlling the narrative through a dedicated communications team, an institutional portal with real-time data, and a curated set of 35 examples showcasing Ethereum’s institutional usage.

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