[0253] - Bitcoin Green: Why I Disagree with the Rebrand ( Part 2 )

Yesterday, I wrote a post about the Bitcoin Green rebrand and why I thought it was a strategic mistake.

The gist of my article was that the word "bitcoin" has a strong brand identity, which will only increase over time as the price climbs. Ditching the Bitcoin Green name for the sleeker BitGreen, strips out value... and loses the project in a sea of altcoin projects.

The full article is here. https://steemit.com/bitcoin/@skyflowers/0252-bitcoin-green-why-rebranding-is-a-bad-idea

Anyway, I noticed in my Twitter feed today the Bitcoin Green team presented at #Consensus2019. The topic was the rebrand and also the latest developments, so I was keen to watch. https://mobile.twitter.com/BitGreen_/status/1127723529556897792

The development of their platform / wallet look very interesting as it is more of a community hub than a wallet for individuals to hold coins in. It's an activity center that will host various projects and green actions around the world for the community to learn about and vote on.

Cool stuff.

Then later on in the video the reason for the rebrand was mentioned. While I am 'pro' projects like this one, I have to say that I am doubling down on my objection to a rebrand, given the rationale behind it. The decision is counter productive and the reason for it is flawed.

The reason for the rebrand was that it's hard to pitch a project to coin exchanges or crypto news services with the word "bitcoin" in the title. While I imagine this is true, given all the bitcoin knock offs, the reason for a rebrand is still faulty.

Very faulty. Why?

I get the sense that the Bitcoin Green ( still refuse to use the new name ) are busy trying to "make it in the crypto space" rather than "make it in the real world" as a lot of other newbie startups are. I get the impression that they are busily climbing the ladder of success in the crypto space and forgetting about the mass market. A common problem caused by staring at code on a screen.

If I were CEO, I wouldn't care less if coin exchanges don't want to list your coin. You only need one to list your coin. Who cares if Coinbase won't write articles about you? You actually need green magazines to write about you, not tech tabloids. Lastly, who cares about blockchain conferences like Consensus? Tree hugging hippies don't hang out there! The time, money and effort to do events like this could be better spent funding a tree planting day to raise awareness for the project.

The mistake I see here is that Bitcoin Green is too busy trying to pitch their project to the crypto space. When what matters is pitching it to green-minded, ordinary people in the real world. Crypto people are a fickle bunch and are mostly focused on one of two things - geek stuff like code, TPS & scalability or when your coin is going to moonshot them to a lambo.

Dump both of these types of people and pitch to your audience. University age millennials.

Personally, if I were CEO of Bitcoin Green ( still refuse to acknowledge new name ), I'd quit trying to "make it" in the tech space and focus on partnering with environmental groups like Greenpace, WWF and small local community groups and start onboarding millenials with a $20 $BITG paper wallet printed in soy-based ink & a pack of tree seeds stuck on the back.

Forget pitching to developers and crypto speculators! And for crying out loud, certainly don't change your brand to fit in with them!

Rather, I'd be partnering with green groups and setting up a major marketing push on international tree day, gifting free coins to volunteers in a "TreeDrop" campaign. That's what I'd be doing. Focusing on having cool code is a mistake many projects make, early on, when partnerships will set the priority of what needs to be coded and when.

You need to walk the walk...

The rebrand, as I said last post was jarring and really disappointing from an investment perspective. Now that I find out the change of identity was based on pleasing the crypto community rather than green communities who actually know what sunlight is, it makes me annoyed.

You're pleasing the wrong crowd, peeps!

And as I said earlier, you need to #rollback the #rebrand. When you pitch your project to young millennials on the streets, there are only going to be two crypto projects that exist in their minds. Power hungry Bitcoin, which you trash talk as you introduce, Bitcoin Green. By trying to "do the consensus thing", you are competing in a sea of a thousand projects all competing for the spotlight in a game you will never win.

Changing your brand name to please someone who is not going to love you for it is not a good move. I hope you change it back, start partnering with green groups more... and coding, less. Until you have strategic partnerships, you don't know what needs to be built and are guessing what the market will actually use.

While my critique may be strong, you have to admit, at least it's constructive. The rebrand is a non starter and more can be done with the old logo and name than with the new one.

Thanks for watching,

Brendan Rohan - Indie developer of 'next gen' natural medicine from Melbourne, Australia

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