I’ve removed it from the website as of January 1, 2016, although I neglected to make a post here due to time constraints. You’ll notice our website core tagline has now been updated to “The World’s Best Stable Digital Currencies”. This is a major rebranding effort for our network that will require all communications to be on message. The informational video will immediately become obsolete and inaccurate once our new NBT products launch, because statements like “One NuBit will always be worth one US dollar” won’t convey much when we are using US NuBits, Chinese NuBits, and European NuBits. One US NuBit will be worth $1.00 US, but one European NuBit won’t.
One aspect of our network’s performance that I’m proud of has been our ability to keep our branding extremely focused. For example, if I asked an average Bitcoin user what BitShares are, most would have trouble coming up with an answer in less than ten sentences that didn’t involve saying “according to their website, at least this month”. If I asked an average Bitcoin user what NuBits are, most would answer “they’re a stable digital currency worth $1.00.” This simplicity makes our product more valuable, and we see that value in US NuBits’ superior trading volume compared to BitUSD. Part of maintaining branding focus is pruning any messaging that has expired.
Even subtle adjustments to branding strategy take a long time to propagate through consumers’ minds. So, in my opinion we should be using “The World’s Best Stable Digital Currencies” everywhere from now on, and minimizing the use of language that suggests “NuBits” are solely US NuBits. Our communications should be emphasizing and highlighting “NuBits” as a term for a stable digital currency, like “Dollars” are stable fiat currencies. I’m going to be trying to use “US NuBits” as often as I can on the forum, although I’m sure even with my best efforts it will slip my mind from time to time.
I understand some shareholders may be disappointed to lose the informational video, but we cannot be sentimental when it comes to maintaining our brand. Keeping the video available would very soon turn into a liability for our network because it introduces confusion to new users. Perhaps shareholders should consider producing a new video that touches on many of the new innovations our network has created since September 2014 as a replacement. Or, using the existing animation and creating a new script, perhaps with new animations added where necessary for new concepts.
If shareholders are concerned with this plan, now is the time to discuss it amongst ourselves.
