New Dash video series: Why Dash should definitely NOT be promoted as a cloud

DeepBlue

Member
Feb 2, 2018
126
98
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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?
 
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Stealth923

Well-known Member
Foundation Member
Mar 9, 2014
347
383
233
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?
Have said it many times before, its time for Fernando to go - have no idea what he does most of the time and is still drawing a salary from DCG. Need some professional marketing and consistent messaging. Someone who knows WTF they are doing.....He had NO prior marketing experience before being offered that role years ago and has NOT delivered results.

Put up a MN vote and my MN is a firm YES for him to be replaced.
 

Dima

New Member
Mar 9, 2017
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8
I believe that Fernando should be replaced by person with expertise and track records of success in marketing. And I'll vote for such proposal. One year ago same proposal with question "Should Fernando Gutierrez continue to be the Chief Marketing Officer for Dash Core Group?" collected more NO votes than YES.
So actually people don't want him to stay. But this time need to collect YES votes to make proposal pass so question may look like "Should DCG to hire a new qualified CMO instead of unqualified old one?" or something like that.
 
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qwizzie

Well-known Member
Aug 6, 2014
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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?
How very naive to think that marketing or lack of marketing or incorrect use of marketing is somehow responsible for Dash decline on the charts, when a majority of Altcoins have pretty much the same price performance as Dash (between 80%-95% down from ATH) and tokens projects, DeFI projects, Stable coins, Exchange Tokens have all been growing like wildfire these last few years.

Altcoins price performance :


Source : messari.io

Bitcoin & Altcoins according marketcap and ranking : https://coinmarketcap.com/coins/
Tokens according marketcap and ranking : https://coinmarketcap.com/tokens/

This willful ignoring of market factors that are the real driving force behind this bearmarket for Altcoins and just blaming everything on Dash Core Group marketing is just such a poor and unsupported assumption.

If we want to address marketing then lets do it for the right reasons : to realign our marketing identity and find a unified approach of marketing it. Not for the sake of marketcap or rank, but for the sake of making our Dash name recognition stronger and more easy to identify with. And yes, i agree promoting Dash as a cloud may not be the right way of doing that. Nor is it the right way in my view to totally neglect to promote Dash Evolution in any way or form, even though that Dash Evolution name already build some name recognition. We are now having three separate marketing naming for this update : Dash Evolution - Dash Platform - Dash as a Cloud.
Maybe in the future we can have separate marketing strategies, but to start lets first focus on one specific marketing identity and one specific marketing message.

In my view Dash Newsroom operates more as a PR organisation for Dash Core Group (which Dash Newsroom does well), then as as a marketing organisation. Which means in my view that Dash is missing an organisation dedicated to Dash marketing. Maybe it is time the Dash community subcontract an organisation that is dedicated to Dash marketing, keeping close taps with the Dash community, is independent from Dash Core Group (but with a good working relation) and gets funded through our budget system.
 
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stan.distortion

Active Member
Oct 30, 2014
848
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What do folks think when they hear "DAO"? Some junk quality ETH based project that copied the name to get some publicity before turning into a total shitshow. What do folks think when they hear "Evolution"? Various projects that used the name to hijack some publicity from Dash. I prefer "Evolution" to "Platform" but I like seeing projects waste time and resources trying to put Dash in the background more ;)

And "Cloud" is totally appropriate, being able to use a highly advanced blockchain with the absolute minimum resources on the user end fits 100% with "Cloud".

Go ahead and put forward a proposal to remove Fernando, I look forward to seeing that witch hunt fall flat on it's face.
 

bhkien

Active Member
Mar 31, 2014
462
285
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Canada
vietriches.com
Have said it many times before, its time for Fernando to go - have no idea what he does most of the time and is still drawing a salary from DCG. Need some professional marketing and consistent messaging. Someone who knows WTF they are doing.....He had NO prior marketing experience before being offered that role years ago and has NOT delivered results.

Put up a MN vote and my MN is a firm YES for him to be replaced.
sorry Fernando, but I do think that DCG should choose someone who more passionate about Dash, as well as marketing to replace Fernando.

Dash somewhat likes a startup company and we don’t just need someone who works like a government officer but need someone who works like an warrior.
 

slamdunk

Member
Jul 31, 2016
111
52
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www.dash.org
And "Cloud" is totally appropriate, being able to use a highly advanced blockchain with the absolute minimum resources on the user end fits 100% with "Cloud".
CLOUD CLOUD CLOUD, I didn't like the term when it started appearing ~15years ago to dumb down client/server concepts for the masses. But it stuck, and I have accepted it.

But now I wonder, does order matter? Is CLOUD/BLOCKCHAIN a combination or a permutation?

Answer: permutation...and starting from BLOCKCHAIN to CLOUD IS the EVOLUTION!

Going the other way from CLOUD to BLOCKCHAIN? You can't teach an old dog new tricks.

So yes, semantics have their place and have been well articulated in this thread by both sides. Yes again, semantics/messaging are important and DASH may have stumbled a little in the area. But my gut says DASH is doing the difficult things, design considerations and functionalities as good as anybody and better than most.
 

DeepBlue

Member
Feb 2, 2018
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But my gut says DASH is doing the difficult things, design considerations and functionalities as good as anybody and better than most.
Dash really is the best crypto. It is the best crypto I have tried, and I've tried a lot. There is no question about this. It is not my opinion. It is not me being a "Dash fan" the tech is simply THE best. Faster, more secure, better governance, better brand better tech - by far. The tech is 100% down to the brilliance of our Dev team. There is also no question in my mind, no doubt DCG devs are trully brilliant in developing DASH to be the best crypto there is. DCG trully are geniuses when it comes to Development. In that respect I feel a deep sense of awe and respect for our Dev team.

However what I'm saying is DCG strength is primarily in the software development. This is where they excel. Pure genius Innovation, creativity - totally unmatched in the crypto space.

However I'm also saying DCG are crap when it comes to marketing and getting the message out about Dash innovations. This is not their strength.

I know what I'm talking about when it comes to direct marketing. DM is what I earn my living in for the last 30 years. I am also fanatical about continuing to learn more about my speciality. Therefore hearing people trying to "correct" me when they don't know what the fuck they are talking about is a joke.

Hearing inexperienced marketing people trying to lecture me about what I specialise in is like grandma give advise to Usain Bolt on how he can run faster.

The fact is that marketcap is important. It's important for reputation. Its important because the great majority of people do not distinguish between tokens and coins. It's important because it shows the amount of capital invested in a coin is directly related to the confidence in that coin being successful. It's important because it affects the dash price. That affects the amount we have for investing in our projects. Marketcap is important . But don't just listen to me. Speak to Jan from DACH Embassy who also stated he had difficulty because Dash was low down on the marketcap charts.

I also need to point out the choice of words is of critical importance. This is something that tech people generally do not get. A single word can mean the difference between getting the sale or losing it. Choice of words is important. Consistency is important. Repeating key values is important. These are the ABC's of marketing. Focus on your customer with all your heart and mind. Put your interests aside and communicate with their language to take them where they are to a place that is higher and you will see we can create the new World we are all dreaming about.
 
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qwizzie

Well-known Member
Aug 6, 2014
1,581
737
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I also need to point out the choice of words is of critical imporance. This is something that tech people generally do not get. A single word can mean the difference between getting the sale or losing it. Choice of words is important.
Okay that is a bit ironic on itself.

trully brilliant in developing DASH to be the best crypto there is.
DCG trully are geniuses
Maybe correct this one as well ?

Yes to possibly using bold letters in a title, no to using it in a text.
 
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DeepBlue

Member
Feb 2, 2018
126
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Quizzie is what is known as a mistmatcher personality. This type of personality aims to elevate their status by pointing out minimal errors in other's arguments, spelling and tone, etc rather than seeing the value in the substance of an argument and contribution from a well meaning member. Quizzie has been doing this every time I make a comment or contribution. Not just here but in Dash Central and in other forum posts. Let me say again not just this thread but in all my comments in all my contributions. Consistently.

A mismatcher personality will also disagree that they are a mistmatcher. It's, after all, in their nature.
 
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qwizzie

Well-known Member
Aug 6, 2014
1,581
737
183
Quizzie is what is known as a mistmatcher personality. This type of personality aims to elevate their status by pointing out minimal errors in other's arguments rather than looking at seeing the value in the substance of an argument and contribution from a well meaning member. Quizzie has been doing this every time I make a comment. Not just this thread but in all my comments in all my contributions. Consistently.

A mismatcher personality will also disagree that they are a mistmatcher. It's, after all, in their nature.
i am not the one claiming to be
as good at direct marketing as DCG are in developing software.
I am not the one stating that
choice of words is important
.

By the way, it is qwizzie. You spell that as q w i z z i e

You are not showing a great affinity with marketing and messaging, from just looking at your post.
 

DeepBlue

Member
Feb 2, 2018
126
98
78
OK, my apologies QWIZZIE, for my dyslexia in spelling your name.
 
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qwizzie

Well-known Member
Aug 6, 2014
1,581
737
183
Quizzie has been doing this every time I make a comment. Not just this thread but in all my comments in all my contributions. Consistently.
Examples please about me attacking you on your spelling style, besides above post (which i only made because you made such a big deal about being so very good at direct marketing). If you have difficulty typing my name, just remember my name is only a copy & paste away. Problem solved.
 
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DeepBlue

Member
Feb 2, 2018
126
98
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It is not only spelling. It is whatever I have to say. You are against what I have to say. As I have said you are a mismatcher personality. This type of personality feels compelled to find the opposite argument of someone. No matter if it is a valid argument. They feel compelled to disagree. It does not have to be spelling, it can be anything Qwizzie. There is a time for positive critistism - which I welcome and then there is the mistmatcher who actively finds the opposite argument because they feel deeptly compelled to do so for their own reason. If you look at what I've said you know it is true. And that, my friend is a testament to my ability in marketing and understanding personality types.
 

qwizzie

Well-known Member
Aug 6, 2014
1,581
737
183
It is not now spelling. It is whatever I have to say. You are against what I have to say. As I have said you are a mismatcher personality. This type of personality feels compelled to find the opposite argument of someone. No matter if it is a valid argument. They feel compelled to disagree. It does not have to be spelling, it can be anythin Qwizzie. There is a time for postive critistism - which I welcome and then there is the mistmatcher who actively finds the opposite argument because they feel deeptly compelled to do so for no reason. If you look at what I've said you know it is true. And that, my friend is a testament to my ability in marketing and understanding personality types.
Well, sometimes when you are on a forum you just have to accept that you can come across criticism. You have done plenty of criticism yourself (and not always positive criticism) to a whole lot of people. This is how that feels like, when someone does that to you.
 
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DeepBlue

Member
Feb 2, 2018
126
98
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Well you can wait. I don't have the time to search through past messages. Everyone take note. Qwizzie is a mistmatcher against me and my contributions. Watch out you will see what I say is true.