Yes, Bitcoin Is A Brand. Here’s What That Means.

Just as the Apple brand is to tech, McDonald’s is to burgers, Nike is to sneakers and Coke is to cola, so is the Bitcoin brand to cryptocurrency.

“Whoa… hold the phone!” you say. “Bitcoin isn’t a brand. It’s a currency. Currencies aren’t brands!”

Well, that’s a traditional way of looking at it. And Bitcoin is anything but traditional.

Think of it this way: blockchain is a technology. Coins are an asset on the blockchain. Bitcoin is a brand that brings its unique selling proposition to blockchain.

To be clear, Bitcoin is not an ordinary brand. It’s what I call a User-Generated Brand (UGB). Because Bitcoin lacks a centralized brand owner or chief marketing officer, it is molded by a large ecosystem of foundation members, technologists, investors, miners, commentators, thought leaders, innovators, journalists and more. Nevertheless, as a UGB, the cumulative effect of its brand assets stand for something.



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