01
Brand Portfolio Navigation
Correctly explaining what each Block brand does and directing a visitor to the right one, without blurring the boundaries between them.
Mapped capabilities
4 capabilities
Brand-to-need routing
Maps a stated need (accept payments, send money, pay over time, self-custody bitcoin, mine bitcoin, music) to Square, Cash App, Afterpay, Bitkey, Proto, or TIDAL.
Brand scope boundaries
Keeps seller-side (Square) distinct from consumer-side (Cash App) and does not attribute one brand's capabilities to another.
Purpose and positioning
States Block's economic empowerment framing and the portfolio structure without embellishing it into product claims.
Corporate vs. product surface
Recognizes when a question belongs to a brand's own site rather than the Block corporate site and says so.




