When this Hive blockchain was named, I and others in the marketing world pointed out that the phrase 'hive blockchain' was already used in this space and by a large mining corporation who are well known.
I was one of them. Term Hive is too widely used in everyday life and thus unrecognizable like a brand.
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I just looked back through the Discord discussion at the time and the general counter was that it would be the dApps that would be marketed, while Hive would be a 'background technology'. That's fine in principle, but in reality the dApps tend to not have the kind of funds that the blockchain itself has available. Additionally, Hive itself - being the technology - IS what inspires people in a lot of ways. People aren't queuing up to buy Bitcoin because there are nice UIs to buy it - they are buying it because of it's underlying technology/blockchain. I appreciate that dApps can market under their own brand, but there will always be a general conflict in communication and branding due to the existing use of Hive in the same industry.
Just because VW car parts are used in Seat cars, doesn't mean that the branding of VW is irrelevant and that they can rename VW to BMW. lol
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