The points of this article are valid BUT bitcoin still lacks real world application/adaption. At the moment its a storage for value thats easy to to transfer. There could be real problems if you could really use bitcoin on a daily basis and there could be conflict/uncertainty in transactions, but this wont happen until there is an gateway for common non CS/IT/CRYPO people to pick up a blackbox/card and just pay for stuff they want. Until there is an application that can be adapted by common folk that uses btc or any of its alts , branding is a non issue that touches only on the people who invest in the coins. Chances are that once such application comes out it would abstract away the real currency level overall and just do the transaction by any coin nessesary/convienient. At that point the blockchain technology would be the discreet blackbox and the branding™ would be the issuer that gave you the application.