Brand Update - WIP Brief

<aside> ❓ Outstanding questions:

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<aside> 1️⃣ Before moving forward, do we want to do user research/ecosystem leads interviews to gather soft data?

• If so, which groups/users do we want to interview? Can we start a list here? </aside>

<aside> 2️⃣ While we define the specifics of the brand update, should we start with low-lift brand experiments for testing purposes?

• If so, which brand experiments can we do? </aside>

<aside> 3️⃣ How can we loop in and involve community members that care about this conversation?

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1. Problem statement

What’s the brand problem we’re trying to solve? What’s the opportunity we’re missing?

• The current Stacks brand was created 2 years ago when the ecosystem’s landscape was different. The look, feel, and voice is more of an altcoin/L1 than of a Bitcoin L2. As a consequence, there’s a visual and conceptual disconnection between Stacks and Bitcoin’s brand.
• External audience problem: The current brand and marketing is rejected because it feels misleading: “on Bitcoin” as opposed to “Bitcoin L2”. Stacks brand shouldn’t try to “be Bitcoin”, but something that complements it.
• The Stacks community is gravitating towards a Bitcoin-first approach in their products and brands. The Stacks brand should reflect this paradigm shift.
• The Stacks brand is very opinionated as it is today, in relation to other Bitcoin-forward brands in the space. This self-emphasis may be overshadowing Bitcoin, as opposed to complementing it.
• The launch of sBTC at the end of this year will bring more attention to the ecosystem. This grants an opportunity for improvements on the Stacks brand in time for this important milestone.
• BTC in group and Bitcoin first approach. E.g. focus on token vs sBTC usage

2. Goals

• Strengthen the relationship between the Stacks and Bitcoin brands through small and progressive visual improvements.
• Position Stacks as a competitive L2 brand in the Bitcoin ecosystem.