Challenge

How do you communicate a bold evolution in identity—merging cutting-edge analytics with a pioneering Bitcoin treasury strategy—without overwhelming or alienating a diverse audience of existing customers and prospects? The task required striking a delicate balance: celebrating the company’s legacy in business intelligence while spotlighting its forward-thinking financial vision, all in a concise, engaging way. The email needed to resonate with technical users expecting software continuity, intrigued newcomers curious about Bitcoin’s role, and everyone in between—while avoiding jargon overload or diluting the excitement of the transformation. The result? A clear, compelling narrative that ties the rebrand to tangible benefits and a unified future, tailored to inspire trust and curiosity across the board.

What would we do?

This is just an example of what we would do if presented with this project from Strategy if they were an actual client.

Subject: Exciting News: MicroStrategy is Now Strategy – A New Chapter Begins!

Dear Valued Customers and Partners,

We are thrilled to share a significant milestone in our company’s journey with you. MicroStrategy has officially rebranded to Strategy. This transformation reflects our evolving identity and vision, and we’re excited to have you with us as we embark on this bold new chapter.

Why the Change?

The shift from MicroStrategy to Strategy is more than just a name change—it’s a natural evolution of who we are and what we stand for. Over the years, we’ve grown from our roots in business intelligence and enterprise analytics into a pioneering force at the intersection of cutting-edge technology and innovative financial strategy. Our new name, Strategy, encapsulates our dual commitment to delivering world-class AI-powered analytics solutions while leading the way as the world’s first and largest Bitcoin Treasury Company.

The rebrand underscores our deep focus on Bitcoin as a transformative asset. At the same time, it reinforces our dedication to empowering businesses like yours with industry-leading software that drives intelligence everywhere. By simplifying our name to Strategy, we’re aligning our brand with our broadened mission and future-focused approach.

What This Means for You

For our existing customers, rest assured that this rebrand does not alter the exceptional service, support, or solutions you’ve come to rely on. Our core business intelligence offerings—powered by the latest advancements in AI and analytics—remain as robust as ever, and we’re committed to helping you unlock even greater value from your data.

For our prospective customers, this is an invitation to join a forward-thinking partner that’s not only shaping the future of enterprise software but also redefining corporate strategy through innovative treasury management. Whether you’re seeking actionable insights or exploring the potential of digital assets, we’re here to support your success.

Looking Ahead

The future is bright for Strategy, and we have ambitious plans to continue leading the way in both technology and finance. Our “21-21 Plan” aims to raise $42 billion over the next three years to further bolster our Bitcoin holdings, which currently stand at over 471,000 BTC—valued at approximately $44 billion. This strategy positions us to deliver unique value to investors and partners alike, while our software division continues to innovate with AI-driven tools that personalize and enhance your business intelligence experience.

We’re also excited to introduce our new merchandise store at store.strategy.com, where you can explore Strategy-branded items that reflect our bold, energetic identity. Stay tuned for more updates as we continue to integrate analytics expertise with our pioneering work in digital assets.

Let’s Shape the Future Together

We invite you to visit Strategy.com to learn more about our rebrand and explore how we can continue to support your goals. Our team remains dedicated to your success, and we’re eager to deepen our partnership as Strategy.

Thank you for your continued trust and support. If you have any questions or would like to discuss what this means for your business, please don’t hesitate to reach out to us.

Here’s to a future of intelligence, innovation, and strategic growth—together.

Warm regards,
Michael Saylor
Founder and Executive Chairman, Strategy