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One accountant could be wrong, or worse, hacked. The blockchain essentially employs multiple digital accountants that don't know each other to all agree on the details of a single transaction. To cheat such a system is nearly impossible. The one thing agreed upon is that he or she probably isn't a real person — it's an alias for a developer or even a large group of developers.
Many experts believe the blockchain code that powers Bitcoin is way too advanced to have been the work of one person, genius or not. It's also speculated that this mysterious entity is rich. With a capital B. But Bitcoin's not the only kid on the block — it's now just one of and counting cryptocurrencies that Bitcoin itself directly or indirectly gave rise to.
In , two years after Nakamoto's wild idea went live, a handful of other coins launched as a small cohort of entrepreneurs began to see the allure of decentralized currency and the unique utility of blockchain technology. From on, the growth of the crypto market has been exponential, with hundreds of new coin products launching every year.
Some are direct Bitcoin competitors touting security, anonymity, or speed advantages over the established giant. Others target more specific user bases, aiming to be the currency of the future for everything from online video games, digital media, and fantasy sports to scientific research funding, NYC residents, and even Cannabis. Many are based on the blockchain architecture pioneered by Bitcoin. Others have developed divergent algorithms and protocols for managing their respective digital ledgers.
Collectively, these Bitcoin descendants are known as Altcoins. Why so many different coins? Well, need for specialization aside, there's still a lot of money to be made. The buy-in has been mind-boggling, with many ICOs netting hundreds of millions of dollars of infusion, resulting in launch-day market caps in the billions — not to mention the billions of dollars already pouring into established coin products.
Which brings me to the real purpose of this article: with such a flooded market, cryptocurrencies are relying heavily on branding to differentiate themselves from the pack. Some rely on their products' unique capabilities and the pedigree of their development team to generate interest.
Others have invested a lot in building a polished identity with a breathtaking websites, crisp communication, and killer social marketing. That last part is crucial for a coin - investors cling to social media news feeds for market info. A single tweet can trigger drastic spikes or dips in a coin's value. So how are different coins branding and positioning themselves?
At Trig, we're big fans of The 12 Brand Archetypes, and have used this system of identity determination in many brand creation and overhaul endeavors. If this is the first you're hearing of this, do yourself a favor and read Connie Tran's Trig's own Brand and Marketing Manager article on building a brand with the 12 Archetypes.
It's good stuff. Curiosity led me to apply the 12BA system to the current crypto brand landscape. Every coin has a spirit animal, an archetype — I figured with currencies to choose from, surely there would be an example of all In solving major problems no one else will, it inspires others to achieve greatness. It's no overstatement that Bitcoin and creator Satoshi Nakamoto are the hero of cryptocurrency.
Without Bitcoin's creation nearly a decade ago, cryptocurrency might still have come around the bend, but it would probably take 10 more years to get where it is now. Bitcoin is the archetype, the example, the groundbreaking first that launched an alternative fiscal universe and inspired countless others to join the movement.
It's first-to-market status means it has inherent issues that others are rapidly solving with competitive products. It also means that Bitcoin remains the golden face of all cryptocurrency, and it's unlikely that the coin will fade from the world's vision anytime soon. The Outlaw: Potcoin The Outlaw doesn't play by the rules — it gets its identity from breaking them, and reveling in its rebellion. The Outlaw fights the status quo it views as too tame, too boring, too polite, and embraces the disenfranchised.
The outlaw will never be truly accepted by the rest of the world, and it wouldn't have it any other way. The logo is a direct riff on that of Dash, a successful mainstream coin, and it's all business. The website and messaging are polished, professional, and The outlaw thing to do would perhaps have been a weed leaf logo, Rasta color scheme, and a high degree of playfulness in the messaging.
But Potcoin smartly flaunts the same sophistication that a lot of players in the pot industry are delivering these days. But all the sophistication in the world may not be enough to overcome weed's speckled past. The decentralized, virtual, and anonymous nature of cryptocurrency has inadvertently made it the perfect payment tool for drugs, black market dealings, and various other forms of illegal activity — even terrorism.
Potcoin certainly deserves its try at bat, but to make it it will have to overcome not only the criticism, looming regulation, and competitive environment that all coins are facing, but also the criminal stereotype of the product it was built to serve as well. It is a visionary, whose charisma draws you into it's vivid imagination. It's avant-garde thinking can occasionally amount to unrealized whimsies - but if believed in, it can pull off the impossible. IOTA is an entirely different animal than most cryptocurrencies.
It's some seriously complex and deep technological stuff, so suffice it to say that DAG transactions occur in a chaotic tangle that somehow spits out accurate info while completely obscuring it's own path - so it's secure, anonymous, and quite fast. App-enabled lightbulbs, smart blinds, and Alexa are just the beginning. A good chunk of the IOT industry is playing magician right now — to varying degrees of success. With so many different companies building inter-device communication protocols, most are just fighting for theirs to become the golden standard.
Some ventures are writing protocols that adapt some standards to others. Whose magic will actually work? We don't know yet. IOTA's brand is indeed magical. The logo is ethereal and captivating. The website is beautifully constructed and dynamic, and features alluring visuals and animations to explain it's rather complicated mechanism.
Only time will tell if IOTA can pull the rabbit out of its hat when the IOT dust settles, but it's certainly drumming up some brand magic in the meantime. The Creator — Ethereum The Creator strives to make things with meaning and enduring value, but also curate a climate where others are free to act on their own imaginations and create for themselves. A non-conformist, the creator is never satisfied with the status quo, and incessantly pushes towards a better alternative. The Ethereum Project no doubt features a cryptocurrency called Ether , but that's just a necessary component of its larger purpose.
Developer Vitalik Buterin saw blockchain technology as merely a starting point for applications way beyond a cash alternative. Applications that, using traditional frameworks, are difficult to execute with the level of accuracy and security that a smart contract provides. You're welcome. The Ethereum Project's brand is creator through and through, down to the name: Ether is the hypothetical, matter-less medium that permeates the universe, the perfect analogy to the Tabula rasa the platform gives developers.
Ethereum's angular logo is modern and monolithic, and it's marketing outreach and website are highly targeted at developers and believers in the idea that currency is just the beginning of crypto technology. The Caregiver — Humaniq The Caregiver is a protector, a healer, a nurturer of those in need. Selfless and relentlessly compassionate, the Caregiver finds purpose in healing the compromised, uplifting the downtrodden, or simply calming the unsure.
Cryptocurrency doesn't necessarily rewrite the rules for the distribution of wealth, but it does so for access to wealth, especially for those far off the financial grid: the poverty-trapped poor of developing nations. Humaniq is a humanitarian outreach project driven by its own coin running on the Ethereum protocol.
It's goal is to connect people not plugged into traditional economies to the rest of the world, enabling identity authentication with biometrics instead of the formal paper documentation that's often a barrier for the underprivileged. Through the project, startups from these populations will be able to receive funding, manage assets, and even be placed in growth accelerators. The project is lofty — the proliferation of it requires software that can run on primitive networks, on-the-ground implementation, and perhaps the biggest hurdle: outside interest and investment.
The brand doesn't shy away from its mission's profound complexity, but it communicates like a good caregiver should: it leads with the need. It's website strikes a balance of urgency and hope — hope that it aims to provide. Humaniq's leveraging of crypto-technology for empowering the powerless might just be the care the world needs.
The Ruler : Tether The Ruler has control issues of the best kind. In a world fraught with uncertainty, it aims to create order from the chaos and confusion. It's authoritative stance prevents it from connecting with others on a personal level, but like all great leaders it can't afford to let emotions get in the way of it's goal: being a foundation of stability for its vulnerable subjects. Cryptocurrency was formed on the idea that the ideal money is completely detached from fiat any government-backed currency, like the Dollar, Euro, or Yen , yet this very detachment causes issues of its own.
Most cryptocurrencies are still highly volatile in value — with very little history, economic integration, or government oversight, coins swing wildly in value day to day, or even hour to hour. This is partly why coin investment is so alluring. Millionaires can be made in a single day with the right pick. But the market far more easily spits out those who bet wrong and lose everything. This has made participation in cryptocurrency pretty risky, even for established coins like Bitcoin or Ethereum - both of which have ridden the value roller coaster since peaking in mid-December.
Tether hopes to exploit all the benefits of cryptocurrency no middlemen, fast transactions, anonymity while eliminating the volatility that comes with it. Tether does this by tying the value of 1 Tether directly to the value of 1 Dollar. Takes all the fun out of cryptocurrency, right? That's exactly the point. The product has generated huge interest from parties not willing to take the risk of investing in more volatile coin markets.
Tether's branding does what any Ruler's brand should, but many don't: communicates the benefit of stability in an approachable, friendly way - without fear-mongering. The Jester: Dogecoin The Jester renounces boredom, pretension, and sternness. Distributed Validator Cluster Charon is Obol Network's Distributed Validator client and first step in enabling trust-minimised validation.
Charon enables fault tolerant, high-availability validation, empowering a group of people to collectively run a validator across multiple machines instead of on a single one. The more multi-operator clusters on mainnet the more immutable and resilient to attack Ethereum will become. Only one validator client instance can be online and signing messages at any time.
If two validators with the same private key sign conflicting messages the validator will be slashed. Key DistributionDistributed Validator Clusters share one private key, no single node in the cluster has the full private key, and the full private key never exists in full anywhere.