I don't like to name names, but some of the people "promoting" Steem, in my view, are actually hurting its reputation. The "this is great, come earn lots of money" and "get rich quick" messages create an image problem.
I actually first found out about Steem through one of these "promotional" YouTube videos, and was initially put off the platform because of the hyper-snakeoil-salesman delivery.
That's the problem you have when the community is tasked with spreading the word - the word they spread might not be one you want spreading.
You had me rolling on the floor on this one. I agree it needs to be cohesive with the aims and philosophy of the company.
I work in company branding and the way Steem Inc is doing things honestly makes me scratch my head.