[Core] Marketing & Brand Awareness

Unifi Protocol Brand Awareness

Background

Under the guidance of the community and the UNFI GGM, Unifi Protocol has evolved significantly during the past year. During that time, Unifi’s social media community has had an ongoing conversation about options for Unifi’s marketing.

Various community referendums have been created by UNFI holders about marketing, with mixed results. When compared to the amount of engagement received by other referendums, community created marketing referendums have received a low voter turnout. This community created referendum on marketing received a 87% No vote, while another general marketing related community created referendum received a 70% approval.

Based on this community interest, Unifi has conducted an in depth study of marketing over the last several months. The study, conducted by Unifi Labs, resulted in recommendations for several changes to the overall marketing strategy. The purpose of these changes would be to enhance the ability of Unifi to communicate effectively, allowinging for more rapid growth of the community.

Points of consideration

Many of the study’s recommendations are already currently underway. Unifi Labs has deployed some changes to the existing website to allow easier launching of Unifi’s APPs. Several back-end changes have been deployed, and more are being designed. Look forward to a more seamless launch and integration of new platforms and projects on Unifi Protocol.

The marketing study also identified potential improvements in branding that could increase the awareness surrounding Unifi Protocol and the UNFI token. That is the topic for this Core Referendum.

Platforms such as uStake or uTrade are built on the overall Unifi Protocol. During an examination of social media engagement and search engine optimization, it became clear that having individualized names for these platforms did not provide an optimal result. Some users of uTrade reported not realizing that uStake was a part of Unifi Protocol and governed by the UNFI token.

The study’s recommendation is to rebrand all platforms and services under the umbrella of “Unifi Protocol” and then label each platform with a simple action name. As an example, uStake would change to being referred to as Unifi Protocol Staking. On the unifiprotocol.com website, it would be labeled “Stake.”
Having all products branded with the name Unifi Protocol would put forth a consistent marketing message with less confusion.

Referendum Question

Should Unifi Protocol rebrand its platforms to be consistent with Unifi Lab’s marketing recommendations?

Yes - Change the existing branding

No - Keep the existing branding