Proposal “marketing-201710“ (Completed)Back

Title:Marketing & Communication (October)
Owner:babygiraffe
One-time payment: 525 DASH (35614 USD)
Completed payments: 1 totaling in 525 DASH (0 month remaining)
Payment start/end: 2017-09-18 / 2017-10-18 (added on 2017-09-21)
Votes: 999 Yes / 25 No / 6 Abstain

Proposal description

This proposal is cross-posted from the Dash Forum

This proposal funds a marketing contract with Ogilvy and Mather, a leading global multi-channel advertising agency and marketing firm for a professional rebranding and a digital advertising campaign consisting of strategy, creative development, production, and media management.

About Ogilvy & Mather:

Ogilvy & Mather was founded in 1948 and represents many of the largest consumer brands. It is now part of WPP, one of the "Big Four" agencies, and by revenue is one of the largest marketing companies in the world. Ogilvy & Mather enjoys a very strong reputation, and was named Effies "World's most Effective Agency Network" in 2012, 2013 and 2016. They are very selective about the clients they choose to service, and the Dash Core Group has spent considerable effort to help the firm understand Dash, our value in the market, and the potential of our movement.

https://www.ogilvy.com/

About the contract:

The main goal of the project is to begin approaching marketing and communication professionally to ensure we deliver a clear and relevant message to the market. The outcome of the project is to establish a solid basis to make Dash a powerful brand. There are several phases to the project toward achieving that goal.

Step 1: Brand Positioning

O&M will develop and propose a brand positioning for all future marketing communications. The goal is to provide a conceptual framework for the brand and make it relevant for the audience. Work on this phase has already begun in good faith as we await the outcome of this proposal. This framework will serve as an input into our logo, look & feel, artworks, guidelines and creatives.

Step 1 is expected to be completed by the end of October or early November. The exact timing will depend on the outcome from research on market effectiveness of various concepts.

Step 2: Visual Identity

Once step 1 is complete, O&M will develop the visual aspects of the brand to reflect our brand values and positioning. There are several phases to this step:

Phase 1: Logo creation. Starting from to the brand values and its positioning, they will redesign DASH’s logotype. In this phase, they will work on the creative concept, the shape, the symbol, the colors, the typography and its application.

Phase 2: Look & feel creation. The look&feel of the brand will define the complementary graphic codes, typographic codes, chromatic codes, photographic and illustrative style and the hierarchy of the information. You will see the look & feel proposal applied to key corporate or communication assets such as the website.

Phase 3: Artworks. Creation of the final artworks of the master logotype and the rest of logotypes from the brand architecture to ensure its correct reproduction.

Phase 4: Guidelines. Once the new logotype and look & feel has been totally finalized, they will normalize the new visual identity of Dash through a Brand Guidelines of 25-30 pages that enable consistent use and the correct implementation of the new brand identity system. These guidelines will include the creative concept explanation, the graphic construction of the logotype, the brand architecture and its versions, its dimensions and proportions, its application in different backgrounds, the look&feel and its main elements and all the key corporate and communication supports designed in the previous phases.

Step 2 will be completed approximately 2 months after it is started.

Building digital awareness campaigns:

In addition, we will begin delivering digital advertising campaigns to raise awareness of the Dash brand. O&M will pursue this ad campaign right away with our current brand. They will provide the strategy, creative development, production and media management. This consists of:

1) building a simple and clear framework to build and execute communication campaigns for Dash
2) creating and producing different originals and different format using Dash current branding and logo
3) buying and managing digital media using the creative assets

Setting the strategy and creative development will take about one month, and then we will begin executing campaigns. We will start small, learn from the early efforts, and begin expansion on an ongoing basis. We will receive a monthly report on the campaign's results. We are proposing starting with a 50,000 EUR investment above the 8,300 € for the strategy framework.

Costs:
Branding contract: 88,561 € + 10 Dash (total of about 91,500 €)
Digital awareness campaign: 58,300 €
Total = 149,753 €

If you have any other questions, please direct them to @fernando in this Dash Forum post to ensure I see your request.

Didn't we already fund a rebranding?

Yes, there was a small budget request in the spring for a rebranding "refresh". Work was performed on designs that proposed minor aesthetic changes and sought to preserve the general look and feel of the current Dash brand. However, Dash is in a vastly different financial position compared with this spring, and we feel that now is the time for a full professional rebranding leveraging one of the very best firms in the industry. Given that a full rebranding was likely necessary upon the launch of Evolution, we decided against two rebranding efforts in such a short time. Insteand, we now feel it is preferable to launch straight into a brand that can carry us through the launch of Evolution and beyond.

Requested funding is as follows for the October 3rd budget cycle:
  • 317.28 Dash for branding effort (91,453 € @ 288.24 € per Dash)
  • 202.27 Dash for digital marketing campaign (58,300 € @ 288.24 € per Dash)
  • 5.00 Dash proposal reimbursement
Total: 524.55 Dash

Note: Should any funding remain, we will apply it toward future marketing expenses.

Show full description ...

Discussion: Should we fund this proposal?

Submit comment
 
0 points,1 year ago
While the smart money and institutional investors are long vested in blockchain/crypto, the general public have limited grasp of these revolutionary technologies––still fewer grasp its future potential.

Finding a unique selling proposition that delivers a compelling message to the masses in clear, non-technical language is currently absent...and an untapped opportunity.

As 20 year industry veterans we're surprised in your choice of Ogilvy, and the Facebook social media strategy they're proposing.

There's an old joke in advertising about banner ads: only 1/10th of 1% of people click on banner ads...and half of those are by mistake.

Numerous platforms––Oyster Pearl to name just one––will make banner advertising obsolete; and Facebook's recent ban on ICO advertising is a precursor to tighter SEC marketing regulations.

We believe in the power of DASH: a non-government controlled digital currency that allows instant transactions at near zero cost. We'd like to respectfully suggest you/the community embrace a far less traditional agency and marketing approach.

Household Name® is a Brooklyn-based advertising, social media, and experiential communications company with a focus on crypto.

We recently engaged Star Trek legend William Shatner to video tweet about the Datum Network ICO. A cult hero to our 97% male techie audience, "Captain Kirk" increased traffic to Datum.org and helped propel them to a raise of USD $7.2 million. We uncovered a unique selling proposition––your data has value...you should get paid for it––and delivered this message to his 2.5 million followers. (Anticipating recent SEC paid endorsement rulings, our talent's compensation was fully transparent).

The market is maturing; the ecosystem will shrink and consolidate; utility will matter most; weaker alts that serve no purpose will be asphyxiated.

Yes, there's a huge first-mover opportunity for a marketing campaign for DASH––a chance to tell your story before someone else (MSM/cryptoverse) defines it for you, but with a much more modern approach than banner advertising.

We have some ideas on this and would love to open a conversation...
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0 points,2 years ago
Digital advertising campaign is fine to work with Ogilvy and Mather, but for rebranding I don't think this company has what it takes judging off of their work. Most of the work that is visible has been for companies that have established branding already. It would be nice to see a real case study (start to finish). Also judging by their website doesn't give assurance.

If the network is willing to spend this amount of money they should look at other companies for rebrand such as https://ueno.co/ or http://focuslabllc.com/.

By the way I do not have any association with any of the companies that are stated above. There are tons of way better branding companies out there.

I would just like to see Dash branded properly.
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1 point,2 years ago
While agree with you, I think that this is unfortunately too far gone for any changes to be made. It is a shame, because Ueno has created some truly incredible branding
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0 points,2 years ago
I like the current logo, I hope it will not change much. And I hope it appears as a Dash.org brand identity.
Adding the .org extension helps you quickly find information.

Right now, all the Internet is full of this logo, videos, photos, etc. and modify that you have to be careful not to confuse.
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5 points,2 years ago
If Dash wants to go head-to-head with the likes of MasterCard and PayPal, then PR professionals need to be invited to help with that. The original Dash logo is nice, but do not get too attached to it! Business is all about change.

Will vote yes on this.
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0 points,2 years ago
xD
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5 points,2 years ago
Welcome Ogilvy: Next month, let us vote to add a zero to the 50000€ "digital awareness" portion of your invoice - throw some gas on this fire, please.

We're tired of seeing all these ICO banners on all the same sites that Dash could be dominating.
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1 point,2 years ago
Multiple yes's from me. I do however question how will this framework will work with the grass-root promoters and promotions ?
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3 points,2 years ago
Without question 👌
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1 point,2 years ago
voted yes
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1 point,2 years ago
voted yes ;)
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-1 point,2 years ago
Hi
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1 point,2 years ago
Professional marketing - of course yes!
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2 points,2 years ago
yup, o&m are the best in the field...
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1 point,2 years ago
Great timing!
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1 point,2 years ago
Congrats team! Great news and a good partnership for Dash! Easy Yes
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2 points,2 years ago
Yes. We have eagerly anticipated this step. It is necessary and timely.

Carry on.

Solarguy on the forums.
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1 point,2 years ago
Quite a lot of money for step 1, but I guess we might as well go all the way now that Evolution is approaching. Rather than doing a rebranding a year after Evolution.

This is a clear YES from me. And I will be much more hesitant to vote yes on other parallell marketing campaigns. Most stuff should go through the pros. There could be exceptions, but any such should of course prove that they are well aligned with the strategy developed by O&M.

Exciting stuff ahead!
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2 points,2 years ago
About the price of step one, it includes the brand positioning exercise and the visual identity part. It is true that as an absolute amount it may seem a lot, but considering it is a top tier agency and the amount of work, it is quite competitive.

The brand positioning is a very time consuming but very important step. The outcome will be just a few simple ideas that will look obvious, but don't let their simplicity trick you, they have a ton of work behind and they are the cornerstone on which the other things lie. Doing this with top pros makes a huge difference, both in dedication and in quality of work. And that has a price.
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1 point,2 years ago
Yes, I agree. It's definitely resonable and I think the timing is absolutely right.
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1 point,2 years ago
Hell, yes!
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0 points,2 years ago
100% Yes, perfect timing too.
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-1 point,2 years ago
I am sceptical about whether this is the right agency. Their focus seems to lie primarily in PR not in Branding. Are there any examples of a successful brand project by this agency?

Also on a side note: I cannot visit their webpage. "This site can’t provide a secure connection. www.ogilvy.com uses an unsupported protocol.
ERR_SSL_VERSION_OR_CIPHER_MISMATCH"
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1 point,2 years ago
American Express. They did ok with that. :)
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0 points,2 years ago
If you enter their web address manually to www dot ogilvy dot com you don't get the "unsupported" message. I suspect the DashCentral software has altered the link in some way.
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1 point,2 years ago
Dashcentral breaks links by automatically swapping any http link posted to https. Rango is aware and will fix this issue when he gets a chance. In the meantime typing or copy-pasting www.ogilvy.com into your browser will get you to their website.
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-1 point,2 years ago
The logo in the upper left corner of their website is a quite ugly. If they going to make something same with Dash logo - I don't want to pay for this. We can actually choose new logo by voting. BUT do we have any problems with existing logo?
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1 point,2 years ago
In my opinion, voting is a HORRIBLE idea. What does the average masternode owner know about branding? Nothing compared to an industry-leading marketing firm. The Ogilvy logo is the way that it is because it conveys its value. That value is sophistication, creativity, personal craft, and standing the test of time. Dash's brand identity will need to convey something completely different like trust, vision and innovation, so it will look different. We've had voting contests already, and it got us a gunship font that was probably last cool in the late 90s.
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1 point,2 years ago
Exactly. Visual identity is a tool to convey something. There is a lot of work and expertise around that. Of course, we need to be comfortable with it, but the most important thing is that it is attractive to the target audience of the brand (and, btw, that is not us, the hard core supporters, we need a brand that is attractive to people who are not already into Dash).
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