MicroStrategy Rebrands to Strategy, Emphasizes Bitcoin Focus

By: Eliza Bennet

MicroStrategy, known for its substantial Bitcoin investments, has officially rebranded to Strategy, emphasizing its commitment to becoming a Bitcoin Treasury Company while continuing as a publicly traded business intelligence entity. The rebranding was announced on February 5 and includes a new logo with a stylized 'B' symbolizing its longstanding strategy with Bitcoin. This change is also mirrored in the brand's primary color shift to orange, reflecting Bitcoin’s recognizable brand palette.

The executive chairman, Michael Saylor, stated that the simplification aligns the brand with its core mission, quoting Antoine de Saint-Exupery on achieving perfection by removing unnecessary elements. Phong Le, the company’s president and CEO, highlighted the strategic renaming as an indicator of Strategy's global appeal and a pledge to add value to shareholders, customers, partners, and employees alike.

The rebrand follows a significant stock price jump of 422% over the last year, a direct response to the company's Bitcoin holdings and its stock market performance as an apparent Bitcoin exposure proxy. This surge took Strategy’s shares to an all-time high of $421.88, almost 25 years post the dotcom bubble era.

Reflecting further on its Bitcoin commitment, Strategy recently launched an additional fundraising initiative to heighten its Bitcoin reserves. Through a public offering of Strike Preferred Stock (STRK), the firm plans to sell 2.5 million shares, depending on market conditions and regulatory approval. This move is part of a broader strategy to boost its Bitcoin portfolio, currently valued at over $46 billion from 471,107 BTC owned. The company aims for a net profit discrepancy of approximately $16 billion based on its $30.3 billion key acquisition cost for Bitcoin.