BitShares’ Rebranding Signals New Communication Strategy

One of the earliest and most ambitious projects in the digital currency ecosystem, BitShares has sometimes struggled to communicate its message even to bitcoin’s relatively niche community of enthusiasts.
Take for example the introduction needed for the project itself and what it hopes will become its signature product, the BitShares decentralized exchange.
Formerly operated by Invictus Innovations, the BitShares exchange is a product of BitShares X, a decentralised autonomous company (DAC) that specializes in the creation of BitAssets like BitUSD and BitCNY that are pegged to the BitShares blockchain. Both are digital assets and are backed by enough shares of the company (BTSX) to equal $1 or 1, or say the price of gold.
Given this explanation it may be no surprise that the BitShares Wiki’s ‘Explain Like I’m Five’ section scores about a 56 on the Flesch-Kincaid Reading Ease score, putting it on about a 12-year-old’s reading level.
If its message sounds a bit complicated, project leader Daniel Larimer is at least aware of this. That’s why at the start of 2015, he’s seeking to reintroduce his brand to the community and wider public through a newly launched website that positions its combined solutions as ones that can offer real savings to businesses and consumers.
The goal of BitShares, he explained, is to become a full e-commerce platform that allows merchants and customers to trade within a larger ecosystem, one that today brings added costs every time consumers perform a key service with a different provider.

This post was published at Coin Desk on February 5, 2015.