To me the organization already has a brand and a tacit mission: replace the internet.
And not just the software. Wall St subcriptions are changing the net into a means of growing , conserving and concentrating arbitrary power.
That gives the organization at least a couple decades of road map. I dont think Storj or Etherium or any of the others are even on the map. As for replacing bis/fed/currency, well that is just a normal part of the internet’s growth path, something inevitable if it can keep functioning. It will also get rid of states and corporations. I dont think either could compete with even non ai enhanced DAOs.