Steven Shelton schreef:
A couple of years ago, "Open. For Business." was selected as our
positioner, but to be honest, I haven't seen it used much. Since that
time, American Express has come up with that same exact positioner.
If the add combines a clear OOo logo with the slogan "Open. For
Business" it is indeed a good one.
Although I believe that we had ours first, I think we do need to change
it for a couple of reasons now that AmEx is using it. First, although I
think we had it first, AmEx is bigger and more well-known, so I think
the public will (incorrectly) see this as us copying AmEx. Second, we
have the potential to be facing a trademark dispute lawsuit. Although I
think we had the positioner first, and would likely win in any such
litigation, the litigation itself would be incredibly expensive and
create a huge financial burden on the project.
The change that AmEx is going to complain is only a plus: more publicity.
OTOH, we choose as targets
- Business
- Students/teachers
- Facebook
Then Open. For business doesn't fit.
Not wanting to push my idea, but the wording of the last version was not
OK anyway (I'm not native English, but that should be clear from my
writings ;-) ). Better would be "You tó can have the latest office for
free! Genuine."
As the person who initially suggested the current positioner, and who
really likes it, it pains me somewhat to say that we do need to change it.
That being said . . . I agree with what Graham has said. A positioner
does need to be catchy, it needs to roll off the tongue, it needs to
work on several levels, it needs to be short, and it needs to be make
instant sense to people who have never heard of the product (without
requiring any kind of explanation). So, whatever we replace it with, it
has to meet those criteria.
Agree. And - as written by ... - putting our brand in the picture is
most important.
Kindest regards,
Cor
--
Cor Nouws
Arnhem - Netherlands
nl.OpenOffice.org - marketing contact
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