On Tue, 2010-08-17 at 15:59 +0200, S.Kemter wrote: > Hello, > > I could paste here a lot of companys like Dresdner Bank, Land Rover, > Skoda, British Petroleum, 7up, Lacoste, Austin Martin, Starbucks and so > on to negative ur theory about green as color for a product/company.
British Petroleum > awesome bomb. > > But on the end its to much work, to remind u to be a little bit more > carefully. > > So I found another solution, we all know we are not alone in the world > of the Linux distributions today have one of the oldest and surly they > with the most users her 17th birthday. > > And now the funny thing, this distribution have no marketing team, they > only have a press speaker. How can that be happen, to be such a great > distribution without that? Without stupid endless discussions about > slogans, colors, logos? Really interesting ;) Dangerous thing to say, specially in a globalization perspective. I quite understand you, but first there is the need of understanding what can Marketing trully do for you and abandon the general idea that marketing sells... Marketing doesn't sell! Marketing doesn't adverstise... Marketing only promotes value... and value is what you want to bring to your audience. So Marketing is needed... And in a way, you need Marketing Management and not open Marketing (which I strongly am against, because it doesn't bring nothing new and instead it gives people a wrong idea about Marketing, so far, it's only working for a few non-marketeers to promote themselfs as marketeers, and I will continue attacking it academically). > > > br gnokii > > > > > Am Dienstag, den 17.08.2010, 23:19 +1200 schrieb Graham Lauder: > > The principle job of marketing is to create "Brand Awareness", it could in > > fact be argued that it is it's only function and anything else that a > > marketing team does, goes back to that simple statement. > > > > Brand awareness is driven by several factors > > > > Visibility > > Attractiveness > > Ubiquitousness > > > > Not sure that the last is even a proper word but it conveys the idea! :) > > > > Visibility: A good brand has to catch the eye, rivet the attention create > > a > > desire to know more about it > > > > Attractiveness: Once you have attention the good Brand has to be pleasing > > to > > the viewer such that it makes them want be associated with it. > > > > Ubiquitousness: In other words the brand has to be seen on a regular basis > > especially where it has a good "fit". ie: there is going to be greater > > impact > > if it is seen on the front page of a technology publication than in "House > > & > > Garden's Bathroom edition" > > > > Right now we are suboptimal on all fronts. > > > > Our logo doesn't convey the right feelings and it's not particularly > > attractive either in style or in colour. > > > > The two open source brands that have the highest awareness are Ubuntu and > > Firefox. It is not for no reason that the colours they use are ones that > > convey Warmth, vibrancy and reliability while at the same time demanding > > attention, Oranges Reds, Browns and Yellows. The colours are sexy and make > > the > > viewer feel good and excited. Green, does none of these things, green is a > > calming colour but doesn't immediately attract attention. > > > > The things our branding needs to convey, especially at this point is > > excitement and passion but also reliability and friendliness and be > > attractive > > enough to seize the viewers attention and have them wanting to know more. > > > > That's our problem right now, we are at the "New Brand" stage. Coca Cola > > for > > instance doesn't have that issue, their marketing is just about reminding, > > the > > same for MacDonalds. Ubuntu and firefox created a buzz around their brand > > by > > being attractive and warm and inviting and we need to do the same. > > > > In my opinion we need to look at our branding elements from a fresh start. > > Ubuntu and Firefox branding were both started from scratch with a strong > > brand > > in mind, we seem to have drifted into ours without little branding > > consideration.Our brand is strong within the community, but it doesn't lend > > itself to creating a strong brand outside the community > > > > So a couple of considerations: > > > > 1) The name openSUSE is cumbersome and I believe a return to simply SUSE > > would be a good first step. Novell has SUSE Enterprise and in fact from a > > branding perspective I preferred Novell Linux with the big red N > > > > 2) The colour pallet does not grab attention and so that needs to be > > rethought > > > > 3) Geeko does not engage the viewer in any meaningful way except for being > > familiar to the present community, he either needs rethinking or we go to > > an > > entirely different Logo. > > > > 4) A branding competition, open to all comers, would be a newsworthy event > > that would get us column inches and get the brand out there. > > > > Remember that this not about what we as a community like, it's about how we > > get a better branding impression and thus increase brand awareness. > > > > Cheers > > GL > > > > -- > > Graham Lauder, > > OpenOffice.org MarCon (Marketing Contact) NZ > > http://marketing.openoffice.org/contacts.html > > > > OpenOffice.org Migration and training Consultant. > > > > Ambassador for OpenSUSE Linux on your Desktop > > > > INGOTs Assessor Trainer > > (International Grades in Office Technologies) > > www.theingots.org.nz > > -- To unsubscribe, e-mail: opensuse-marketing+unsubscr...@opensuse.org For additional commands, e-mail: opensuse-marketing+h...@opensuse.org
