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title: MolochDAO Branding Strategy

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# MolochDAO Branding Strategy

Resources:
* [Moloch Whitepaper](https://github.com/MolochVentures/Whitepaper/blob/master/Whitepaper.pdf)
* John's (launchninja) [notes](https://hackmd.io/yLkcDrqcTUarlYgndArl9A?view) from Nov 16th meeting
* [Community Call Notes](https://hackmd.io/2npNsjzDQ92nLfk1ctEw2g#MISC-Notes)
* [Website Call Notes](https://hackmd.io/zk-cVdZYRYmWQYRw9KZUIg?view#-WEBSITE-OVERVIEW-)
* [Moloch Research Reports](https://www.molochdao.com/research-reports)
* [Moloch Handbook](https://molochdao.gitbook.io/handbook/introduction/wtf-is-moloch) 
* [MolochDAO Member Meeting Slides](https://docs.google.com/presentation/d/1Gs7jro8xzzppkNW1nwB2csT0jmhRmAPEVTOO9DxprKg/edit#slide=id.gb8344705cd_0_45)
* [Handbook style guide](https://molochdao.gitbook.io/handbook/reallyboringguild-member-policies/how-to-contribute-to-docs/style-guide)

**Why was MolochDAO started in the first place?**

**Initial Drivers:**
- Summoners didn’t like how Ethereum foundation was handling their funding
- They felt like Ethereum 2 was the priority and Ethereum Foundation wasn’t going fast enough
- Individual incentives are misalligned, preventing creation of Ethereum public goods

**Understanding Moloch:**
The category of problems associated with collective action, where individual incentives are misaligned with globally optimal outcomes. These are problems that have existed throughout human history under different guises but yet have remained largely unsolved. We see Moloch as a “final boss” of humanity, something which humans have unsuccessfully struggled to overcome for millennia, and which will have to be beaten if we want to ensure the long term survival of our species. 

In the context of MolochDAO, the name “Moloch” is an ironic joke about the possible futility of attempting to solve coordination problems. It is also a meme in and of itself -- one which we hope spreads awareness of the core problem and the recognition of real life Moloch problems.

**Problem Statement as defined in white paper:** 
We define public infrastructure (or the blockchain “commons”) as technology where the total benefit generated by the technology to the community is greater than the individualized benefit to any particular entity. This conversely means that the cost for any one entity to invest in developing infrastructure is disproportionate to the benefit accrued by it. Naturally, this presents an incentivization problem, often leading to the infrastructure not being developed at all.

**How MolochDAO aims to solve the problem:**
Finding a solution to this problem requires restructuring incentives so that costs and benefits are split equally amongst all participants. MolochDAO does this by pooling user funds and locking them up in a contract called the Guild Bank. Contributors to the Guild Bank are given voting rights over how those funds should be spent, proportional to their contribution relative to the total pool.

Members of the DAO are able to liquidate their votes to retrieve a proportional share of the funds from the guild. This gives a strong financial incentive to members to try to maximize the value of their votes either by increasing their proportional ownership of the pool OR by increasing the value of the pool overall. Note that liquidating their votes means sacrificing decision-making capabilities over the future of the pool.

**What MolochDAO is NOT:**
- This is not a DeFi strategy or liquidy play
- Goal is not to get rich with this

**Some of the recent developments:**

- After a couple of years it stopped being effective and fast
- Too centralized for comfort right now
- Moloch Striked: Internal coordination problems 
- Core values are the same as in 2019, but there are cultural changes since new members are running things now
- Public perception is that the DAO died
- Grant pipeline stalled
- The community isn't active and doesn't seem to care
- This is what caused the idea to have an internal guild system. ReallyBoringGuild has been active with the DAO for a year.

Brand Identity
-
**The passion**
- Community over individual self
- Work to build public goods that benefit larger community and help to grow pie
- Against individualistic/capitalistic phenomenon that drives self  over greater good
- Build stronger cultural ties with Eth community
- Inspire community, get forked, bring about cultural and social change
- Ethereum is the ultimate digital public infrastructure

**The vibe:**
- PUNK as Fuck
- Proactive civic disobedience 
- Rogue grant awarding DAO where members give away their money
- Against shitcoin, degen and BTC maxis - anyone that’s just in it for riches - that's where punk comes in

**Brand Strategy Going Forward:**
- *Keep the soul intact*...no change in passion and vibe stated above
- Create a vibrant and active community with new ideas - attract new members, projects and crypto users in general into MolochDAO philosphy
- Unified voice: website, Discord, Discourse, Twitter, articles
- Attract new social influencers who align with values of dissent and public goods. example: [Pussyriot NFTs](https://nftnow.com/news/pussy-riot-nft-collection-2021/)

## Branding objective

1. #### To receive high quality Grant applications aligned with MolochDAO vision and values of developing public goods.
2. #### To attract more members who are aligned with MolochDAO beliefs and values.

### Meet Target Audiences Where They Already Are

### Where are they?

Grantees:
- hackathons
- Eth events 
    - [Eth Denver - Feb 11-20, 2021](https://www.ethdenver.com/)
- Twitter, Discord and Reddit
- MetaCartel, Gitcoin and other grant portals

Members:
- Twitter
- Discord (a place for current member to invite potential new members to)
- [Medium](https://molochdao.medium.com/)
- LinkedIn (works best with personal accounts, not organization accounts)
- Eth events
    - [Eth Denver - Feb 11-20, 2021](https://www.ethdenver.com/)


## Branding Themes
### 
1. #### Tell the story of the DAO, with emphasis on lore and vision.  Indulge in the strong, passionate energy that will attract like minded people, who will want to participate, and remain engaged, in the community.

2. #### Educate Grant Applicants to make successful requests, with a higher chance of receiving funding.

3. #### Showcase the Impact of Funding to let potential new members know that if they join, they can also make a positive impact.

4. #### Build and grow Influencer and Inter-DAO Relationships to expand network, and thus reach, and to bring in more diverse opinions.

    ***Campaigns and Collaterals for each theme:***

**The Story of MolochDAO:**
- Communicate the lore and vison of the DAO
    - social channels used to share findings from research and conversation
    -  a written story could then be translated into other art forms
    - collaborative and welcoming of various imputs
        - allows room for many perspectives
        - encourages creativity
    - consider contracting out to Wordsmiths, of Raid Guild
- Use events to promote story - ETH Denver
- Consistant Twitter and Discord activity, including MolochDAO perspective on current state of Web 3, Crypto and Ethereum 
- Contribute lore in Reddit
- So many memes!

**Educate grant applicants:**
- FAOs (example: [MetaCartel](https://forum.metacartel.org/t/guide-how-to-post-a-funding-proposal/74) and [Seed Club](https://docs.google.com/document/d/1K6--d8r8DwzBv3MIfNIBkJqWgKSrzQ9Atu0m8fpzpmI/edit#heading=h.fpv69fq63gyv))
- Blog: "What We're Looking for in Grant Applications"
- Repurpose blog into "How to" memes
- Memes that play with the greatness and struggle of the goal to slay Moloch
- Twitter threads - 
    - how to know if your project is a good fit to get MolochDAO funding
    - how to write a successful funding application
    - how to find a sponsor for your grant application

**Showcase impact of funding:**
- Case studies of funded projects
- Share social media networks with grantees by tagging and sharing
- Blog: Impact thread from multiple case studies - The story of how we're making a difference
- Repurpose parts of blog and case studies into tweets and memes
- Stipulation going forward: Each project that receives funding must write a testimony of the impact they made within a reasonable time. Reach out to old grant awardees. 

**Influencer and inter-DAO relationships:**
- Attend ETH Denver
    - Speak at event about MolochDAO story
    - Meet other influencers and DAOs to expand network
- MetaCartel (MetaMoloch) and Gitcoin
- [Pussyriot NFTs](https://nftnow.com/news/pussy-riot-nft-collection-2021/) - mutual emphasis on dissonance and punk
- Consider a lighter version of [the flywheel, like FaZe Clan](https://zoescaman.substack.com/p/faze-clan-fandom-and-the-new-brand)
- note: As in any line of work, exposure doesn't pay the rent.  Influencers spend lots of time building and maintaining their following.  They should be compensated for sharing their network.



## Q1 Marketing Plan
### January
#### Focus: Reintroduction
- Use Grant Report for "What We're Looking for In Grant Applications" Medium Blog Post
- Grantee Interviews on Medium
    - share social networks by encouraging grantees to post about interview
- Continue with Twitter and Discord re-activation
    - share current affairs from MolochDAO view point
    - focus on attracting high quality grant applications and belief aligned members
         - how to know if your project a good fit to get MolochDAO funding
        - how to write a successful funding application
        - how to find a sponsor for your grant application
- Research lore and stories about the DAO
    - share findings in social channels
    - contribute Moloch lore on Reddit
- Prepare to participate in EthDenver
    - speaker (MolochDAO story)
    - sponsor
    - attend
    - host a social event (intimate and not like MetaCartel)
- Begin Collecting Grant Application FAQs
- Reach out to MetaCartel and Gitcoin for inter-DAO partnership
- Begin research for influencer relationships


### February
#### Focus: EthDenver
- All about EthDenver
    - use Twitter to let attendees know that the DAO wants to talk with potential members and projects
    - Medium blog post about how the DAO is participating at the event
- At EthDenver
    - look out for potential projects to fund at Project Exhibition
    - speak at the event, about the MolochDAO story, to attract new members
    - host a social event to meet potential new members
        - don't compete with MetaCartel (not roudy or on Saturday)
        - reflect a complex tone of self deprecation and arrogance (example: ugly location, with delicious food, and worn out furniture, with high digital/physical/viral security)
    - engage in conversations for inter-DAO relationships
    - send out Discord server invites
    - authentically have a good social time to meet belief aligned attendees
    - if Covid 19 prevents IRL, adjust for virtual
- Continue Grantee Interviews on Medium
    - share social networks by encouraging grantees to post about interview
- Fine-tune Grant Applications FAQs
- Begin collecting MolochDAO Stories via conversations with members 
    - make it really easy for them to get there (maybe at EthDenver)
    - try to make it fun (we want them to enjoy hanging around for a bit and reminiscing!)

### March
#### Focus: Grant Funding Round

- All about First Round of Grant Funding for 2022 (lots of hand holding)
    - Twitter
    - dedicated Discord channels
- Publish Grant Applications FAQs on website
    - share on all social channels
    - feature on Medium
- Narrative about common threads in grantee interviews on Medium
    - share social networks by encouraging grantees to post about interview
- Welcome grant applications resulting from partnerships with MetaCartel and Gitcoin
- Continue Moloch lore contributions on Reddit
- Engage with community, including new friends from EthDenver
    - Twitter
    - Discord
- Compile the MolochDAO story into one collaborative document. Include findings from research and conversations with members.
- Plan for next Eth event (DEFICON)
- #### Review data, community engagement and grant applications to assess marketing plan. (Content's impact is never static, expect to make changes for Q2.)
#### Ideas for Q2:  case studies and testimonies of funded projects, inter-DAO/influencer partnership(s) and post funding survey from grantees, to improve process and update instructions.
 

**Branding Suggestions:**
- Not the average brand identify - no bright colors
- Lots of punk culture and darkness

**Strengths**
- Cool factor
- Treasurey
- MolochDAO has great name recognition
- Big names, founders, thought leaders are members

**Who does MolochDAO want to attract?**
- Ideologically driven members who are punk and willing to make sacrifices to secure successful outcomes for humanity
- Members who are courageous enough to sacrifice for some kind of long term vision
- Certain types of grant applicants
- Urgency is to attract projects that will not Rage Quit to fund their operations - for projects to stick around and work with the team to figure out how to be community coordinators and grant coordinators
- Want to attract new blood that will be active in the DAO


**Who are the key user types of MolochDAO?**
- Grant Applicants
    - Looking for info and how to apply, restrictions, what type of projects they fund, procedures for applying
- New Members
    - How to become a new member, what is the flow and process of becoming a new member, what does it mean to be a member, tech procedures for how to apply (relay this info in the Handbook)
- Existing Moloch DAO Members
    - Recent grant recipients who just became members
- Veteran Moloch DAO Members
    - Have been around for a while
    - Come to the website to funnel into the DAO Haus app
    - Great to give them a brief TLDR that Moloch DAO is active
            
**Competition**
- no direct competition (other similar DAOs are allies)
- actively crafting initiatives to collaborate with these other DAOs
- James Young is one of the founding summoners and writers of the white paper (Collab with Meta Cartel - $450k each into join initiative)
- indirect competitor might be shitcoin, degen and BTC maxis - anyone that’s just in it for riches
- Not in competition with Ethereum Foundation
- Future competitor could be a DAO that takes over the market because they are faster and cooler (they are the new shiny thing that captures attention) - but people do stay with the OGs in crypto
- new generation entering crypto - age and thought wise - how can MolochDAO stay relevant as this new stuff gets loud
- The DAO has the same aligned goal as MetaCartel, Giveth, and Gitcoin - so no problem here
- Comparisons to MetaCartel
    - MetaCartel is 1st fork of Moloch DAO
    - they are a vibrant community, Moloch is not
    - they give small grants ($1-5k), Moloch gives huge grants (not lower than $50k)
    - scale and weight is a big difference
- Many other DAOs
    - Moloch focuses big picture
    - Other DAOs will do smaller more focused grants


**Did you know?**
- Vitalik is largest share holding member
- Very involved in issues of Ethereum Foundation
- Meta Cartel is the first fork of Moloch DAO


