Hi all, I'm mainly a lurker and I don't really want to add/take anything that was previously said before, neither this is my playground, and for me most I'm just another theorical (my academical formation is actually on marketing management), but I felt like leaving a few words:
* The auto industry is very unique and they make unique interpretations (that are not shared by mainstream marketing) about the concepts of: model, line and series. Though they spend loads of millions in marketing and have some of the best brilliant professionals, they also waste hundreds of millions every year, mainly with product cultural adaptation, some of the most known examples are maybe: - Chevy Nova (for Spanish speaking audiences); - Mazda MR2 (for French speaking audiences); - Citroen Picasso (for Brazilian audiences); - etc etc etc But there's a few nice examples we can take from the auto industry: - From Audi, we can take a lesson on how to establish a good brand. The 4 ring logo from Audi is one of the most recognizable brands worldwide, zero cultural conflicts. * Rebranding: this is most likely the riskier operation marketing can do. I think people are complicating maybe too much, because you don't need to build an entire brand from scratch, in fact most of the aspects will be inherited from the Apache Umbrella (right ?). Furthermore, the notoriety and visibility of OpenOffice.org is strong enough. I'm sure this will be a very simple task if you consider the Apache Umbrella. IF this was MY own playground, I wouldn't rush for a rebranding project (not the whole design) without having first at least a service plan from engineering and marketing to support a roadmap and collect some info from users and everyone else who is commited to OpenOffice.org. This are maybe the topics I suggest people to start working on, the same I presented to openSUSE Community during openSUSE Conference 2010 (slides are here[1]): - Analysis/Auditing > Where is AOO ? - Objectives > Where does AAO wants to go ? - Strategies > What is the best way to get there ? - Tactics > How do we actually get there ? - Implementation > Getting there! - Control > Ensure a good arrival My suggestion is to find clear answers for those, and debate/know all potential ways. Feel free to take a look into my slides, as they might have other nice things you might want to take look at, like the "value for users" and others. I hope this helps somehow everyone around in finding the best route for AAO. All the best, NM [1] - http://conference.opensuse.org/indico//contributionDisplay.py?contribId=41&sessionId=25&confId=0 2011/10/20 Ian Lynch <[email protected]>: > On 20 October 2011 19:29, Wolf Halton <[email protected]> wrote: > >> On Tue, Oct 18, 2011 at 7:14 PM, TJ Frazier <[email protected]> wrote: >> >> > On 10/18/2011 18:53, Kay Schenk wrote: >> > >> >> >> >> >> >> On 10/18/2011 02:58 PM, Jürgen Schmidt wrote: >> >> >> > <massive snippery> >> > >> > <snip-ectomy> >> >>> >> >> >> Why not have both Apache Open Office >> and OpenOffice.org? >> >> 1) We already have both and people are getting used to that who are liable >> to do so. >> 2) Other brands have started using other names for themselves and for their >> products without much confusion. Daimler Chrysler Dodge Ram? All brand >> names for pickup trucks, which have almost no name at all (1500, 2500, >> 3500). This is an egregious example of a messy name that consumers have no >> troub;le sorting out. > > > Yes but they have multimillion dollar advertising budgets. If advertising > dollars made no difference, Google wouldn't be in business ;-) > > -- > Ian > > Ofqual Accredited IT Qualifications (The Schools ITQ) > > www.theINGOTs.org +44 (0)1827 305940 > > The Learning Machine Limited, Reg Office, 36 Ashby Road, Tamworth, > Staffordshire, B79 8AQ. Reg No: 05560797, Registered in England and > Wales. > -- Nelson Marques /* http://www.marques.so [email protected] */
