Bitcoin, Litecoin, Dogecoin, etc, are brands, just like NIKE, SONY, and Apple. When you look at Nike, they don't ever talk about the technology and features that go into each shoe. Perhaps they have better materials and stronger springs--who knows. In their advertising, they talk about self-improvement--ordinary people pushing themselves just like our great athletes do.
I help authors, speakers, a startups with branding. In this cluttered, busy world, people won't remember much about us, so we have to be very clear about what we want them to remember about our coin. Brands are communicated in images, advertisements, news stories, and even through the customer service experience.
No doubt that Bitcoin got off on the wrong foot.