Why MicroStrategy’s Rebrand is a Stroke of Genius

Adoption Bitcoin Cryptocurrency Exchange Institutional Investors Market

Features writer

Connor Sephton

Features writer

Connor Sephton

About Author

Connor Sephton is a journalist based in London, who also works for Sky News and the BBC as a radio newsreader and online reporter. He has covered crypto since 2018 — reporting from major conferences...

Author Profile

Share

Copied

Fact Checked by

Elena Bozhkova

Features Lead

Elena Bozhkova

About Author

Elena is the Features Lead at Cryptonews.com. With a Master's degree in science journalism from City University, London, she is passionate about exploring complex topics in the world of technology.

Author Profile

Last updated:

February 14, 2025 06:53 EST

Why Trust Cryptonews

Cryptonews has covered the cryptocurrency industry topics since 2017, aiming to provide informative insights to our readers. Our journalists and analysts have extensive experience in market analysis and blockchain technologies. We strive to maintain high editorial standards, focusing on factual accuracy and balanced reporting across all areas - from cryptocurrencies and blockchain projects to industry events, products, and technological developments. Our ongoing presence in the industry reflects our commitment to delivering relevant information in the evolving world of digital assets. Read more about Cryptonews

Changing a company’s name (even a logo!) can be risky — alienating customers and sparking a PR nightmare.

But MicroStrategy’s recent decision to rebrand to Strategy is a stroke of genius, and you could argue it’s long overdue.

This is a business that initially made its name offering business intelligence software, but all of that changed in August 2020.

The radical decision to start aggressively adding Bitcoin to its balance sheet meant the publicly listed company — not to mention Michael Saylor — soon became better known as a pro-BTC juggernaut instead.

MicroStrategy’s products generated revenues of $463.5 million across the whole of 2024. That’s a rounding error when you realize it’s splurged more than $20 billion on acquiring more Bitcoin since October 2024 alone.

Given the company now owns over 2% of all the BTC that will ever exist, with Saylor transitioning from CEO to executive chairman so he could spend more time as a Bitcoin evangelist, refreshing its image is common sense.

It’s the little details in the shift to Strategy that make this rebrand so clever. The logo is now bright orange — a nod to BTC — with CEO Phong Le saying this color “represents energy, intelligence and Bitcoin.”

On an earnings call, he helpfully reminded analysts that “Strategy” is also 40% shorter than MicroStrategy so it’s easier to remember. But Le was on more sensible ground as he argued the new name reflects continuity.

“Since Strategy is the second half of MicroStrategy’s historical brand name, it would represent an evolution, but not a complete change or break from our past.”

The CEO rightly pointed out that Strategy has also attracted a cult following among Bitcoiners. Launching a store featuring T-shirts, water bottles, hoodies, and stickers emblazoned with the firm’s logo was a shrewd move.

But another clever touch is the creation of a website called Strategy.com that boasts a slew of Bitcoin metrics, and in-depth data surrounding the company’s activities. This helps reinforce the narrative that the company is a voice of authority on Bitcoin — and a first mover when compared to the long list of firms now starting to add BTC to their balance sheets.

Some of the vital statistics on offer include how much Bitcoin it’s purchased in the current quarter and since the year began, the company’s current levels of debt, and how its market cap, trading volume and historical volatility over a 30-day timeframe compare with the so-called “Magnificent 7” stocks. As Le explained:

“Investors can see both real-time data and historical information such as past Bitcoin purchases in one simple accessible place. We have many investors and analysts aggregating this information on their own and we thank them for their fastidious work. Now we can provide this information trusted and governed all in one place.”

Saylor told analysts on the call that the brand’s evolution will appeal to a broader cross-section of customers and investors alike — and closely align the company’s image with that of the wider Bitcoin community.

“We have become a global brand. People recognize Strategy in South America and Europe, in Asia, all across the world, all across the U.S. — and so this is a very logical development. Strategy is easier to say, easier to spell, easier to find, easier to remember. I’ve been 30 years in the business, and I can’t tell you how many times I’ve heard someone refer to MicroStrategy and get the plural wrong and spell it wrong.”

The billionaire went on to note that this comes at a time when institutions are beginning to look at Bitcoin more seriously, with executives eager to learn more about how this digital asset works.

“I’m being invited to lots and lots of mainstream investor conferences. And a year ago, two years ago, this wasn’t so common, but what’s clear is that Bitcoin is on the radar of global investors and mainstream institutional investors and everyone’s starting to think they need to form an opinion. They need to get up to speed on this and they need to figure out what their strategy is going to be.”

Strategy’s rebrand also reinforces the fact that its embrace of Bitcoin is for the long haul — as proved when it weathered the last crypto winter and held on to its coins, despite tipping billions of dollars into the red.