DeepBlue
Active member
Important feedback on new Evolution video series by ABJ and Dashnewsroom.
This message is reposted from DashCentral: https://www.dashcentral.org/p/official-dash-newsroom-communications--p
I wish I did not have to write this message. But I feel someone has to say these things.
I know that Amanda and Mark are both dedicated and hard working people for the Dash network. Amanda is excellent as a presenter and Mark is devoted to DASH and works really hard.
I have to raise these concerns about the messages being broadcast about the Dash brand and about up and coming release of Evolution. My comments are mainly regarding the new video series released by ABJ and Mark Mason.
Although the videos are produced to a high production quality, and there are some good points in them, I feel there are some very important issues that need to be addressed with these videos.
Firstly, the message that is coming across is that "Dash is becoming a cloud" is not the message I feel we should be getting across for many reasons which I will highlight below.
I feel strongly we should be using the world "Evolution" in the intro and conclusion to these videos. Not "Dash is becoming a cloud" why? Because for the past 5 years all our communications to the media have been using the world "Evolution". Now, when we actually have Evolution just around the corner the message has has been changed to "Dash is becoming a cloud" or "Dash platform". This causes confusion.
1. Clouds are perceived as typically not secure and certainly not private. Dash is focused on becoming the best decentralized digital payment system in the world, it is most definitely not becoming "a cloud".
What is typically associated with the term "cloud" storage ? - it is lack of security, hacks, and loss of control of our assets. Is that the message you want people to get? If so, keep saying "Dash is becoming a cloud".
2. Mixed messages. Instead of focusing on Dash Evolution as the key message our message is being fragmented by broadcasting Dash is becoming a cloud or dash platform and using these terms in both the introduction and conclusions of the videos. The entire crypto ecosystem knows that DASH is focused on becoming the best Digital Cash payment system. Now it looks like we are taking a completely different route from our mission thanks to this new video series.
The message we should be getting out, which should be consistent, is that Dash Evolution is about to be released. This will take Dash payments to the next level and for us to realise Dash's core values.
I created a post on Dash's core values here:
Dash's core values need to be woven into every communication we have with the public. This establishes in the minds of our customers what Dash is about.
The secondary message would explain how secure decentralized storage is part of Evolution and that it enables secure storage of data. By saying Dash is becoming a cloud as the first and foremost message it is fragmenting the message to our audience who know us as a Digital Cash specialist.
Although ABJ states decentralized storage is part of Evolution in the video it is not in the title or conclusion of these videos which is what frames a message to the public and therefore the message that sticks in people's minds is currently confusing. Both the intro and conclusion of the videos state that "Dash is becoming a cloud" 70% of an Ad response comes as a result of a quality header around 10% comes from a quality conclusion or call to action. The middle part of Ad should bolster the header and conclusion claims. If the header and conclusion are where the summary message needs to be.
Case in point is Altcoin Daily report about Evolution. He voiced my own observations quite well when he said: "They (Dash) are a focused payment system so this new cloud storage is completely leftfield."
We need to be explaining that we have been working on Evolution for the past 5 years. There is nothing left-field about Dash Evolution.
If Altcoin Daily think that Evolution is completely left-field what does this say about our ability to broadcast a message to the world about DASH and our innovations? Altcoin Daily is focused on Altcoins and they don't even know about Dash Evolution that we have been working on for 5 years? This shows we are not doing a good job in keeping the world and investors informed about our developments. We are mixing up messages and consistently botching up opportunities to tell the world know about Dash's innovations.
Case in point: Dash main Evolution live event with DCG. At this event we talked about all the problems Dash is having and then made it extremely technical so that nobody, other than techies could understand it. Oh, and why not also throw in a little bad news at the end of the Evolution live event with the CEO RyanTaylor of DCG stating the problems Dash is having. Yep, that will do it. Genius!
Next let's have the official newsdesk mix up our message. Yes, I know we have used the word "Evolution" for 5 years but why not confuse the World more and hardly ever use that term now. Instead let's use "Dash platform" and "Dash becoming a "cloud" first and foremost as our message. Genius!
And while we are at it let's also change from Dash's known established branding and colours, you know, the branding we spent a small fortune on, https://www.dash.org/brand-guidelines/ and completely change from our signature Dash Blue colour that everyone knows and trusts and put in Bright orange in the background of the new Evo videos, just to throw in a little more confusion. Bright orange is a colour that does not even appear on our branding guidelines. Genius!
While we are at it, why not cause a little more confusion by DCG members such as product manager Dana doing his own thing and not using consistent messaging to the Dash newsdesk. Yes, genius. Let's have Dana talk about release of " Version 16 " in his latest update videos. No mention of Evolution of course, because that would mean consistency of messaging and DCG and Dash newsroom is all about creating mixed and confusing messages that don't fit with our brand, Genius!
This issue of not being able to get a message out so that it connects with our audience and motivates them to join the Dash network is endemic from DCG.
Take a look at Fernando's recent upgrade announcement.
I read that announcement and thought to myself. "So what's in it for the customer? What's in it for me"? That, by the way is a very good question to answer if you want to improve your marketing communication ability. Answer the question "So What" ? So what's in it for me? to every message that you publish. If you can't explain to our customers the benefits to the customer in a language they can relate to then you are not doing your job well as a communications person for DASH.
Fernando is the chief marketing office for DCG. That quality of message is not good enough, especially coming from Chief Marketing Office for DASH.
What is Fernando's message about? Where are the benefits of this release to the users? These product upgrades are all first class opportunities to showcase DASH innovations in a language everyone can understand and explain to our customers why they should be getting excited about Dash.
Dash price keeps dropping because we are not getting our message out to the world about Dash innovations. Since Dash newsroom have taken over Dash has dropped from 12th position to its current 33rd position. How much more does it have to drop before we learn to get our messaging focused and co-ordinated for the Dash brand?
Our message needs to be consistent in broadcasting Dash Values and innovations and actively co-ordinated with all important Dash groups in a consistent manner.
Part of the role of MNOs is to provide critique and feedback to proposal owners. I am sorry to say that I ran out of patience half way through this message. Sorry, but I'm under extraordinary pressure at the moment and my tolerance to "sugar coating" messages so that they are more digestible for the recipient had been eroded away due to this bloody pandemic. I am tired of us missing repeated opportunities to get our message out in a co-ordinated manner.
We only get one chance at making a good first impression for Evolution. Is DCG and Dash newsroom going to figure out that all Dash needs is consistent, co-ordinated messaging to let the world know what Dash has to offer in terms of our 1st class innovations. Or are we going to continue to have non consistent messaging that leads to confusion and to Dash slipping down the coingecko charts into obscurity?
This message is reposted from DashCentral: https://www.dashcentral.org/p/official-dash-newsroom-communications--p
I wish I did not have to write this message. But I feel someone has to say these things.
I know that Amanda and Mark are both dedicated and hard working people for the Dash network. Amanda is excellent as a presenter and Mark is devoted to DASH and works really hard.
I have to raise these concerns about the messages being broadcast about the Dash brand and about up and coming release of Evolution. My comments are mainly regarding the new video series released by ABJ and Mark Mason.
Although the videos are produced to a high production quality, and there are some good points in them, I feel there are some very important issues that need to be addressed with these videos.
Firstly, the message that is coming across is that "Dash is becoming a cloud" is not the message I feel we should be getting across for many reasons which I will highlight below.
I feel strongly we should be using the world "Evolution" in the intro and conclusion to these videos. Not "Dash is becoming a cloud" why? Because for the past 5 years all our communications to the media have been using the world "Evolution". Now, when we actually have Evolution just around the corner the message has has been changed to "Dash is becoming a cloud" or "Dash platform". This causes confusion.
1. Clouds are perceived as typically not secure and certainly not private. Dash is focused on becoming the best decentralized digital payment system in the world, it is most definitely not becoming "a cloud".
What is typically associated with the term "cloud" storage ? - it is lack of security, hacks, and loss of control of our assets. Is that the message you want people to get? If so, keep saying "Dash is becoming a cloud".
2. Mixed messages. Instead of focusing on Dash Evolution as the key message our message is being fragmented by broadcasting Dash is becoming a cloud or dash platform and using these terms in both the introduction and conclusions of the videos. The entire crypto ecosystem knows that DASH is focused on becoming the best Digital Cash payment system. Now it looks like we are taking a completely different route from our mission thanks to this new video series.
The message we should be getting out, which should be consistent, is that Dash Evolution is about to be released. This will take Dash payments to the next level and for us to realise Dash's core values.
I created a post on Dash's core values here:
Dash's core values need to be woven into every communication we have with the public. This establishes in the minds of our customers what Dash is about.
The secondary message would explain how secure decentralized storage is part of Evolution and that it enables secure storage of data. By saying Dash is becoming a cloud as the first and foremost message it is fragmenting the message to our audience who know us as a Digital Cash specialist.
Although ABJ states decentralized storage is part of Evolution in the video it is not in the title or conclusion of these videos which is what frames a message to the public and therefore the message that sticks in people's minds is currently confusing. Both the intro and conclusion of the videos state that "Dash is becoming a cloud" 70% of an Ad response comes as a result of a quality header around 10% comes from a quality conclusion or call to action. The middle part of Ad should bolster the header and conclusion claims. If the header and conclusion are where the summary message needs to be.
Case in point is Altcoin Daily report about Evolution. He voiced my own observations quite well when he said: "They (Dash) are a focused payment system so this new cloud storage is completely leftfield."
We need to be explaining that we have been working on Evolution for the past 5 years. There is nothing left-field about Dash Evolution.
If Altcoin Daily think that Evolution is completely left-field what does this say about our ability to broadcast a message to the world about DASH and our innovations? Altcoin Daily is focused on Altcoins and they don't even know about Dash Evolution that we have been working on for 5 years? This shows we are not doing a good job in keeping the world and investors informed about our developments. We are mixing up messages and consistently botching up opportunities to tell the world know about Dash's innovations.
Case in point: Dash main Evolution live event with DCG. At this event we talked about all the problems Dash is having and then made it extremely technical so that nobody, other than techies could understand it. Oh, and why not also throw in a little bad news at the end of the Evolution live event with the CEO RyanTaylor of DCG stating the problems Dash is having. Yep, that will do it. Genius!
Next let's have the official newsdesk mix up our message. Yes, I know we have used the word "Evolution" for 5 years but why not confuse the World more and hardly ever use that term now. Instead let's use "Dash platform" and "Dash becoming a "cloud" first and foremost as our message. Genius!
And while we are at it let's also change from Dash's known established branding and colours, you know, the branding we spent a small fortune on, https://www.dash.org/brand-guidelines/ and completely change from our signature Dash Blue colour that everyone knows and trusts and put in Bright orange in the background of the new Evo videos, just to throw in a little more confusion. Bright orange is a colour that does not even appear on our branding guidelines. Genius!
While we are at it, why not cause a little more confusion by DCG members such as product manager Dana doing his own thing and not using consistent messaging to the Dash newsdesk. Yes, genius. Let's have Dana talk about release of " Version 16 " in his latest update videos. No mention of Evolution of course, because that would mean consistency of messaging and DCG and Dash newsroom is all about creating mixed and confusing messages that don't fit with our brand, Genius!
This issue of not being able to get a message out so that it connects with our audience and motivates them to join the Dash network is endemic from DCG.
Take a look at Fernando's recent upgrade announcement.
I read that announcement and thought to myself. "So what's in it for the customer? What's in it for me"? That, by the way is a very good question to answer if you want to improve your marketing communication ability. Answer the question "So What" ? So what's in it for me? to every message that you publish. If you can't explain to our customers the benefits to the customer in a language they can relate to then you are not doing your job well as a communications person for DASH.
Fernando is the chief marketing office for DCG. That quality of message is not good enough, especially coming from Chief Marketing Office for DASH.
What is Fernando's message about? Where are the benefits of this release to the users? These product upgrades are all first class opportunities to showcase DASH innovations in a language everyone can understand and explain to our customers why they should be getting excited about Dash.
Dash price keeps dropping because we are not getting our message out to the world about Dash innovations. Since Dash newsroom have taken over Dash has dropped from 12th position to its current 33rd position. How much more does it have to drop before we learn to get our messaging focused and co-ordinated for the Dash brand?
Our message needs to be consistent in broadcasting Dash Values and innovations and actively co-ordinated with all important Dash groups in a consistent manner.
Part of the role of MNOs is to provide critique and feedback to proposal owners. I am sorry to say that I ran out of patience half way through this message. Sorry, but I'm under extraordinary pressure at the moment and my tolerance to "sugar coating" messages so that they are more digestible for the recipient had been eroded away due to this bloody pandemic. I am tired of us missing repeated opportunities to get our message out in a co-ordinated manner.
We only get one chance at making a good first impression for Evolution. Is DCG and Dash newsroom going to figure out that all Dash needs is consistent, co-ordinated messaging to let the world know what Dash has to offer in terms of our 1st class innovations. Or are we going to continue to have non consistent messaging that leads to confusion and to Dash slipping down the coingecko charts into obscurity?
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