Ripple brought its message to one of the most visible stages in crypto. CEO Brad Garlinghouse sat down with CNBC markets and investing reporter Tanaya Macheel at Ripple Swell 2026, speaking on the same day the company unveiled a new advertising campaign at the NASDAQ.
The move signals a deliberate push by Ripple to shift how the public and the industry perceive crypto. Crypto analyst Xaif Crypto captured the significance of the moment. “Brad Garlinghouse says the time is now,” he wrote.
“After years of regulatory pressure, Ripple is seeing a shift in the narrative around crypto and they’re ready to push XRP and real-world utility harder. The momentum is back.”
Brad Garlinghouse says the time is now.
After years of regulatory pressure, Ripple is seeing a shift in the narrative around crypto and they’re ready to push XRP and real-world utility harder.
The momentum is back. pic.twitter.com/5Xy01uuHUO
— Xaif Crypto (@Xaif_Crypto) October 28, 2026
Pushing Back on a Broken Narrative
Garlinghouse opened by acknowledging how much has changed for Ripple and the broader industry. He pointed to years of hostile rhetoric from prominent figures in government. Voices like Elizabeth Warren and Gary Gensler, he said, pushed the idea that “everything in crypto is broken and bad and bad actors.”
Garlinghouse rejected that characterization. “It’s just not true,” he told Macheel. His argument is that the industry needs something to counter that messaging. Real solutions exist, he said, and they are solving real problems for businesses and consumers alike. Ripple wants those solutions front and center.
XRP’s Place in the Story
The campaign is not only about Ripple’s image. Garlinghouse connected the push directly to XRP and its history. He reminded viewers that before Ripple’s legal battle with the SEC, XRP held the position of second most valuable digital asset after Bitcoin. The lawsuit, he said, cost the project credibility. “You get in this fight with the government and people lose some faith.”
Now Ripple sees an opening. Garlinghouse told Macheel the company has increased its marketing investment and is ready to capitalize on renewed energy in the space.
“There’s a lot of momentum and we want to lean into that momentum,” he said. He was clear that this extends beyond Ripple itself. The goal, he said, is to benefit the XRP ecosystem and the crypto industry as a whole.
A Campaign Built for This Moment
The timing of the NASDAQ unveiling was deliberate. Ripple chose Swell 2026 as the setting to launch the campaign and used the CNBC platform to explain its reasoning directly. Garlinghouse presented the effort as a response to years of suppressed sentiment in the market.
The company is now investing in marketing, public education, and advocacy for real-world crypto utility. Garlinghouse made it clear: Ripple intends to lead that effort.
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