Brand Hive Mind: Building the Bitcoin Decentralized Brand

Bitcoin has evolved a global brand ecosystem through what many are calling the hive mind. Kelly describes the hive as "irredeemably social, unabashedly of many minds, but it decides as a whole when to swarm and where to move. A hive possesses an intelligence that none of its parts does...where...

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Bibliographic Details
Main Authors: Humayun, Mariam, Belk, Russell
Format: Conference Proceeding
Language:English
Subjects:
Consumers
Digital currencies
Intelligence
Online Access:Get full text
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Summary:Bitcoin has evolved a global brand ecosystem through what many are calling the hive mind. Kelly describes the hive as "irredeemably social, unabashedly of many minds, but it decides as a whole when to swarm and where to move. A hive possesses an intelligence that none of its parts does...where distributed, headless, emergent wholeness becomes the social ideal." Kozinets et al categorize online consumer communities and their collective intelligence as either hives, crowds, mobs, or swarms. Here, Belk and Humayun define hives as "self-organizing, industrious, diligent" with an intention to reach high and "produce quality product". They extend these analyses by exploring how the brand hive mind produces a collective social memory of the decentralized brand through its varied narratives. The hive mind allows Bitcoin to survive and thrive in crisis after crisis without anyone at the helm.
ISSN:0098-9258