Blockchain Economics and Marketing

Abstract

Blockchain as a supporting platform for various cryptocurrencies is a technology that will not sell by itself, meaning that its success could not be built on technical efficiency of an algorithm alone. Understanding the real economic problems that the technology should aim at solving is a first step towards identifying the marketing beachheads for the technology. The branding of any blockchain can be categorized under an economic framework pointing to the types that have the potentials of being sustainable and disruptive. Selection of appropriate beachheads, verticals, services etc. should aim to promote the exchange of real goods and services, and/or the utilization the accounting/data advantage of the technology.