Blockchain based crypto currencies are set to get their bit of long awaited media moment in the spotlight.
And although for the outside world it may seem like a crazy-fast rise to stardom, in the same way that bands you’ve never heard of hit the charts seemingly out of no-where, crypto-currencies have been a long time in the wings. They’ve been proving and testing capabilities & building up loyal user bases all around the world and working out just how they can and should be used.
Bitcoin is slowly getting a marketing and PR makeover
Bitcoin is no longer the dodgy dark-net coin of choice. Things have come a long way since then.
And while Bitcoin may be the most publicly known coin in existence, it only accounts for less than half of the $70b capital in the market. The rest of the market is filled with a random bag of other currencies/tokens that the high street is just coming to terms with.
And the interesting thing that is happening now, as the market has matured, is that new coins are defining more of a value proposition to set them apart from the rest. The best place to see this in action is in some of the ICO sites that list new coins (ICO’s – Initial Coin Offerings).
It’s an interesting next stage in a hyperfast Fintech Crypto currency world that mirrors classic Fintech market stories.. but in a much shorter timeframe.
Back in the start of Fintech, your target was tech maturity in 2-4 years and brand maturity in 5.
In the fast moving world of Crypto currency, to attract & keep investors & users, in this new gold rush, new coins need to race to brand maturity: both in terms of a clearly defined user proposition, investor and tech focused messaging and a substiantial solid brand image.
For us it’s a reminder that as a marketing creative, our knowledge always needs to be growing and a confirmation that in a changing tech dominated world, the need for creativity will always be there. Our job has and always will be about being able to take ideas out of the weeds of the technical product detail and into the realms of emotional human relevance.
It’s all about learning and creating at a new speed
There are hugely exciting times ahead & reminds me of an old TV ad about 'fast implementation' (Microsoft I think);
A older guy is showing a new recruit round the factory pointing out all the changes, all the new features & processes.
At the end of the tour, the new recruit turns round a bit dazed and says;
‘Wow, how long have you been working here?’
“I started last week’ he says.
Everywherebrand.com is a UK based brand and marketing agency