Re: [Marketing] [IAEP] 172 XO-1s for $24 each (+ freight) $4, 000 total

2016-06-14 Thread Sean DALY 
Dropping everyone but SL Marketing from a marketing discussion.

A strong brand is a differentiator, which practices exclusion. This might
seem contradictory for a free libre open source software project, but then
again, most such projects have feeble marketing. For anyone to adopt a
brand, they have to feel close to it and know what it stands for, what it
is and what it definitely is not. Brand dilution means the vision of the
brand losing focus, applying its values to products, services or ideas
outside its core association. Brand owners often try to extend a brand,
since the rewards can be substantial. However more often than not a diluted
brand loses its power and is considered has-been, irrelevant or worthless.

Sean.


On Tue, Jun 14, 2016 at 4:56 PM, Dave Crossland  wrote:

> On 14 June 2016 at 10:14, Sean DALY  wrote:
> > On Tue, Jun 14, 2016 at 3:38 PM, Dave Crossland  wrote:
> >>
> >> A brand that is not being diluted is stale, rigid, dying.
> >
> > I completely disagree, but it doesn't matter.
>
> Please speak up! :) Why do you think brand dilution is not a very
> positive thing?
>
___
Marketing mailing list
Marketing@lists.sugarlabs.org
http://lists.sugarlabs.org/listinfo/marketing

Re: [Marketing] [IAEP] 172 XO-1s for $24 each (+ freight) $4, 000 total

2016-06-14 Thread Sean DALY 
On Tue, Jun 14, 2016 at 3:38 PM, Dave Crossland  wrote:

> A brand that is not being diluted is stale, rigid, dying.



I completely disagree, but it doesn't matter.
Sean.
___
Marketing mailing list
Marketing@lists.sugarlabs.org
http://lists.sugarlabs.org/listinfo/marketing

Re: [Marketing] [IAEP] 172 XO-1s for $24 each (+ freight) $4, 000 total

2016-06-14 Thread Dave Crossland 
On 14 June 2016 at 09:16, Sean DALY  wrote:
>
> On Tue, Jun 14, 2016 at 2:03 PM, Dave Crossland  wrote:
>>
>> > That color combination has been very widely copied, even today.
>>
>> I think the amount of copying ought to be seen as a metrics of success
>> for a brand.
>
> Sure, except it dilutes the brand.

I am asserting that this dilution is a positive outcome - in the age
of cheap social media and memes, brands don't have control as they did
in the age of expensive mass media; and per the medium is the message
and all that, the new media environment changes the value of the
outcomes. A brand that is not being diluted is stale, rigid, dying.

>> > which is why I invested in the SL branded memory sticks
>
> At the time everyone clamored for several, to be
> distributed at conferences and such.

How much did you/we sell them for?

> This was over six years ago, so I probably wouldn't recommend the same
> supplier, better to start from scratch, especially since the payment to them
> was delayed at the time - if they remember our small order, it may not be
> fondly. The key criteria in my choice was that they were willing to do
> several color variants in the tiny run of 100 sticks, as a favor if we would
> bring subsequent business,

Cool :)

> which in the end didn't happen.

Yikes - why not?

>> > and had the beauty shots created at the time.
>>
>> Where are these located? :)
>
> wiki
> https://wiki.sugarlabs.org/go/Marketing_Team/Booth_Banners
>
> see for example:
> http://news.bbc.co.uk/2/hi/technology/8117064.stm

Nice!!
___
Marketing mailing list
Marketing@lists.sugarlabs.org
http://lists.sugarlabs.org/listinfo/marketing

Re: [Marketing] [IAEP] 172 XO-1s for $24 each (+ freight) $4, 000 total

2016-06-14 Thread Sean DALY 
On Tue, Jun 14, 2016 at 2:03 PM, Dave Crossland  wrote:

> > That color combination has been very widely copied, even today.
>
> I think the amount of copying ought to be seen as a metrics of success
> for a brand.
>

Sure, except it dilutes the brand.


>
>
> > which is why I invested in the SL branded memory sticks
>
> Cool! Do you still have any of those sticks left? Where did you get them
> made?
>
> I still have one or two. At the time everyone clamored for several, to be
distributed at conferences and such.

This was over six years ago, so I probably wouldn't recommend the same
supplier, better to start from scratch, especially since the payment to
them was delayed at the time - if they remember our small order, it may not
be fondly. The key criteria in my choice was that they were willing to do
several color variants in the tiny run of 100 sticks, as a favor if we
would bring subsequent business, which in the end didn't happen.


> > and had the beauty shots created at the time.
>
> Where are these located? :)


wiki
https://wiki.sugarlabs.org/go/Marketing_Team/Booth_Banners

see for example:
http://news.bbc.co.uk/2/hi/technology/8117064.stm

Sean
___
Marketing mailing list
Marketing@lists.sugarlabs.org
http://lists.sugarlabs.org/listinfo/marketing

Re: [Marketing] [IAEP] 172 XO-1s for $24 each (+ freight) $4, 000 total

2016-06-14 Thread Dave Crossland 
On 14 June 2016 at 05:14, Sean DALY  wrote:
>
> On Tue, Jun 14, 2016 at 6:21 AM, Dave Crossland  wrote:
>>
>> The green case is probably the most important thing, I think, because
>> of that brand equity
>
> The green and white case (perhaps with a "crank handle") is the only brand
> equity OLPC (and Sugar Labs) have.

Exactly! :)

> That color combination has been very widely copied, even today.

I think the amount of copying ought to be seen as a metrics of success
for a brand.

> It's always far easier to market an object than a virtual product such as
> software,

:D

> which is why I invested in the SL branded memory sticks

Cool! Do you still have any of those sticks left? Where did you get them made?

> and had the beauty shots created at the time.

Where are these located? :)

-- 
Cheers
Dave
___
Marketing mailing list
Marketing@lists.sugarlabs.org
http://lists.sugarlabs.org/listinfo/marketing

Re: [Marketing] [IAEP] 172 XO-1s for $24 each (+ freight) $4, 000 total

2016-06-14 Thread Sean DALY 
On Tue, Jun 14, 2016 at 6:21 AM, Dave Crossland  wrote:

> The green case is probably the most important thing, I think, because
> of that brand equity
>


The green and white case (perhaps with a "crank handle") is the only brand
equity OLPC (and Sugar Labs) have. That color combination has been very
widely copied, even today.

It's always far easier to market an object than a virtual product such as
software, which is why I invested in the SL branded memory sticks and had
the beauty shots created at the time.

Sean
___
Marketing mailing list
Marketing@lists.sugarlabs.org
http://lists.sugarlabs.org/listinfo/marketing