Re: [ubuntu-marketing] The Fridge needs you! Ubuntu-Abanta
Here is a post with suggested nameshttp://www.ubuntuforums.org/showthread.php?t=219137On 7/26/06, Paul Sladen [EMAIL PROTECTED] wrote: On Wed, 26 Jul 2006, Paul Sladen wrote: On Wed, 26 Jul 2006, Vid Ayer wrote: On 7/26/06, Paul Sladen [EMAIL PROTECTED] wrote: 'Abanta' comes off the tongue really well ... why dont we have a poll What about a new poll on the FridgeVid: Can you fill in the list of any other names you know about on: https://wiki.ubuntu.com/Fridge/2006-07-Poll-Ubuntu-magazine-naming-Paul--High on a tall bridge, surrounded by noisy lorries.London, GB--ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.comhttps://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] Announcing the Unified Ubuntu Branding Project
On 7/26/06, Tim Morris [EMAIL PROTECTED] wrote: Corey Burger wrote: snip In the long run we may ultimately end up with some form of separate community branding and corporate branding, similar to Red Hat/Fedora and the Novell/SUSE/Open SUSE evolving monster. Mark very explicitly does not want this to happen. There is not going to be an Enterprise version of Ubuntu. My understanding of what SABDFL has said is that there will never be an enterprise version with additional features available only at a charge (the Red Hat model). I wasn't suggesting that a for-cash enterprise version was in the pipeline, rather that the brand (and more specifically in this case the brand design architecture) may not support multiple diverse audiences. Given Goldman Sachs and [EMAIL PROTECTED] and blank piece of paper I wouldn't go through a brand development process and come to the _exact_same_answer for both. To word it differently, imagine two parallel products - *-buntu Corporate LTS (out-of-date, rock solid, stable platform for corporate applications/server) and *-buntu Community (the new new bling bling) and where both are free and both share the same underpinnings. As far as I am aware, my hypothetical *-buntu Corporate LTS could even emerge as Cannonical Linux. The work being done to simplify the re-branding of ubuntu for derivatives (eg Guadalinex) also makes sense for corporates (eg JP Morgan Linux) or a split of the branding message. Please note: I am not specifically proposing or supporting these outcomes, just suggesting that similar pressures on existing computer operating system vendors targeting the same customer segments has led to targeted branding in most of the cases that come to mind. Numerous examples can also be cited from the non-computer world (branding of cars for consumers vs. trucks for business). Lovely concepts. Now show me why we need this now (or ever). Again, what is wrong with the status quo. Please give me *specific* issues you see our current branding causes. However, for the time being I predict the tyranny of the status-quo. How is the status quo tyranny? I have not yet seen a good arguement about why the current situation is suboptimal. Milton Friedman wrote a book called The Tyranny of the Status Quo. Very roughly, in any system governed by voting (cf government) there are the following outcomes: (1) it is difficult to push the mean other than in a crisis and (2) when the forces for change (the top end of the bell curve) and the forces for no change (the bottom end of the bell curve) are both small, the great middle sides with no change. I was about to talk about government handouts to small special interest groups (cf the US sugar industry), but I realized I was drifting off topic. (Google James M Buchanan) My point was that in a voting/community system change is hard without perception of a crisis, and that in this cases there is no perception of that crisis, therefore there will be no change. This goes double for a soft issue like branding where the results are difficult to measure, but unlike, say, a proposed change to the kernel code where performance can be explicitly measured. If we don't adopt John's proposal, we can never know how many installations we missed out on because they didn't happen. So basically democracy doesn't move very easily? Umm, Ubuntu is very much not a democracy. It is a meritocracy. We don't have the issue of being stuck because we do have strong goverence. However, this is a total tangent, as it has nothing todo with the matter at hand (looking at a new branding initiative). Corey -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] Announcing the Unified Ubuntu Branding Project
Corey Burger wrote: On 7/26/06, Tim Morris [EMAIL PROTECTED] wrote: Snip Lovely concepts. Now show me why we need this now (or ever). Again, what is wrong with the status quo. Please give me *specific* issues you see our current branding causes. I don't actually think there is much wrong with our current branding, assuming the target market is computer enthusiasts and linux programmers. The current branding - in fact the whole name, philosophy, design - works nicely with this group in my opinion. So, again, I don't think there is anything wrong. That said, if the objective of the branding were target corporate decision makers (aka suits) by (1) building higher brand awareness and recognition with this group and (2) generating the soft fuzzies around low risk respected company safe decision then the direction that John has taken is textbook stuff. Specifically I am thinking of Wally Olins Corporate Identity. Specific issues - again from a corporate branding POV: 1. The current brand architecture does not create a simple, clear and coherent brand message to the corporate consumer. It is instead a form of line extension. Instead of rallying the flag around the Ubuntu brand, we have 5 seperate brands, which all other things being equal split our forces/mindspace/mindshare/awareness and create confusion: Ubuntu Kubuntu Xubuntu Edubuntu nUbuntu as well as derivatives (Guadalinex based on Ubuntu) source: http://www.ubuntu.com/download/derivatives Within these we also have sub-brands in the form of numbers in the form of: code names (Breezy Badger) coded dates (X.XX) acronyms (LTS=long term service) specific platform claims (Server Edition). While this is not as bad as where the competition is going... (http://www.winsupersite.com/showcase/winvista_editions.asp), it can clearly create confusion and splitting of the message. Should I install Kubuntu 6.06 LTS Dapper Drake Server Edition or edubuntu 5.10 Breezy Badger? Can I get nUbuntu 6.06 without the LTS option but as a server edition? For a book reviewing the well documented dangers of line extensions, see anything by Ries and Trout (eg The 22 Immutable Laws of Marketing), which specifically and directly addresses the issue at ahnd.. The simplified the Brand architecture John has proposed around a single name (Ubuntu), is directly addressing this issue. 2. The current brand and brand architecture create an impression which is non-corporate. Corporate branding is about staid safe trusted brands (what is the first thing that comes to mind when I say: IBM vs. iPod vs. Napster.) The elements in the current branding that are non-corporate include: (a) The colour brown (b) the touchy feely slogan I am what I am because of who we all are (c) various cues in the various websites I don't have the time to provide detail. If you want to confirm, please compare: http://www.kubuntu.com/ with http://www.ibm.com/us/ http://www.sun.com/ http://www.redhat.com/ http://www.novell.com/ http://www.oracle.com/index.html Again, what John has done is the first step towards addressing these issues assuming we are targeting the corporate user. However, what I was saying in my original post was, speaking as a market researcher, the target market was undefined and I believe this is causing the current disagreement. - - - - I just want to emphasize that I have no problems with the current branding or architecture, and I am not calling for change because (1) I think the brown, anti-corporate, neo-communist, new-new, school project, benevolently dictated collective image works with the people I think are actually making the decision to install *buntu today [including me] and (2) I don't think corporate users are the logical target. Anyway, good work John. Right solution to the wrong problem. Tim ps I may need to trademark brown, anti-corporate, neo-communist, new-new, school project, benevolently dictated collective -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] Announcing the Unified Ubuntu Branding Project
My understanding of what SABDFL has said is that there will never be an enterprise version with additional features available only at a charge (the Red Hat model). I wasn't suggesting that a for-cash enterprise version was in the pipeline, rather that the brand (and more specifically in this case the brand design architecture) may not support multiple diverse audiences. Given Goldman Sachs and [EMAIL PROTECTED] and blank piece of paper I wouldn't go through a brand development process and come to the _exact_same_answer for both. To word it differently, imagine two parallel products - *-buntu Corporate LTS (out-of-date, rock solid, stable platform for corporate applications/server) and *-buntu Community (the new new bling bling) and where both are free and both share the same underpinnings. As far as I am aware, my hypothetical *-buntu Corporate LTS could even emerge as Cannonical Linux. We have two parallel distros: the standard Ubuntu releases, which are supported for 18 months, and the LTS, supported for 5 yrs (servers) and 3 yrs (desktop). This way of providing to different needs is much better than the two separate products, business and community, which sounds like the Red Hat / Fedora fudge. It's five years from now. Corporate Q Suit has called a meeting to consider upgrade options and Techy J Harddrive says: We could use *buntu. That's the free one isn't it? Isn't our competiton using that? What are the options? Well there is a Standard and a LTS version. Which one is the corporate version? LTS. How much is a support package? Well Canonical - the 'makers' of *buntu - sell one for $XX per seat. I struggle with LTS as a powerful and compelling brand name (that's what it is) in the corporate space. Without having done the research, my gut tells me some form of Ubuntu Corporate Edition would work better for some target markets. -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] Announcing the Unified Ubuntu Branding Project
Tim Morris wrote: [Lots of relevant and interesting stuff about marketing targeting] Again, what John has done is the first step towards addressing these issues assuming we are targeting the corporate user. However, what I was saying in my original post was, speaking as a market researcher, the target market was undefined and I believe this is causing the current disagreement. Tim has some very good points on this. Ubuntu's marketing is very grassroots, bottom-up and organic. As it should be. It's not going to win corporate users by matching other IT companies at being corporate and proper-looking. You'll note that Ubuntu is winning most support among engineering companies such as Sun and Google that are already sympathetic to F/OSS, as well as public sector organizations such as schools, universities and hospitals. I don't think that the typical corporate environment should be Ubuntu's main focus, but rather sympathetic companies and public services that have need for customized versions of Ubuntu. In this regard, Ubuntu being free (both gratis and libre) is essential. And the various derivatives of Ubuntu show not only the diversity and customizability of Ubuntu, but also the fact that it is within the reach of most government and non-government organizations to do. What we might need to focus on instead is that power of diversity within Ubuntu, and how potential users can harness that. But the primary focus should still be on the single home user wanting to give up Windows or Mac with all their Trusted Computing, DRM and licensing (just to name a few of the reasons why they might want to switch). These are the ones who will be interested in the primary, community focus of Ubuntu. I just want to emphasize that I have no problems with the current branding or architecture, and I am not calling for change because (1) I think the brown, anti-corporate, neo-communist, new-new, school project, benevolently dictated collective image works with the people I think are actually making the decision to install *buntu today [including me] and (2) I don't think corporate users are the logical target. Yes! Ubuntu is all about people! (says the anthropologist...) Andreas -- https://launchpad.net/people/lloydinho -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] Announcing the Unified Ubuntu Branding Project
Hi John, On 27/07/06, John Baer [EMAIL PROTECTED] wrote: I am requesting Team members perform an honest review of the materials Delighted to. As this is such a big proposal, I'm going to be fairly critical. Please don't take it personally, but we need rigorous discussion. First off, it's great to see this sort of considered thought put into a project. I think you raise some important points. I'll take it section by section. Project purpose I know Corey has mentioned this, but I also feel you haven't identified a problem that will be solved by your proposals. I mean, yeah, there are several different project names and associated brands, but is that a problem? Importantly, I think we need to be careful with tone of voice in this sort of document. A sentence such as, All current and future products distributed by the Ubuntu Community will adhere to this standard, really isn't going to go down well. We're not in a position to either make demands or enforce them. It's clear you feel passionately about what you're proposing but it's worth remembering that it is only a proposal. In a volunteer community, such as this, we need to carefully advocate points of view to one another and to other parts of the Ubuntu world. Of course, nothing with naming etc will happen without the buy-in of the trademark owner - Canonical. Project and community goals I'm interested to know where you've drawn the community goals from. Also, although it's laudable to want Ubuntu and its derivatives to be presented without prejudice, I can't see there's any problem with that at present. Project scope - Again, I'm impressed by and like the structure of the document. I think the assumptions you're making are pretty big. We can't assume acceptance of a proposal, such as this, because the internal marketing required to gain acceptance of such a big change has to be a big part of the proposal. Constraints I agree with. In particular, the lack of marketing plan is important here. Developing a branding strategy without a marketing strategy to inform it is, I think, doing things in the wrong order. Many of the goals, objectives and assumptions that you have based on your own feelings should be drawn from the marketing strategy. The momentum of the status quo may well be strong enough to make the proposal unviable. People know Ubuntu. Those people who need to also know the derivatives. I can not underscore the importance of this effort as it affects the entire Community. I think you should though, as you feel so strongly about it and what you're proposing is absolutely enormous. Certainly beyond the scope of this infant team. I really am heartened to see this sort of structured proposal. I'd love to see the discussions on this list answer many of the questions thrown up by the structure you've used. -- Matthew Revell www.understated.co.uk -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
[ubuntu-marketing] [Spec ubuntu-user-case-studies] Ubuntu User Case Studies
Specification changed by Kenyon: Approver: fdiskhoser = Ubuntu Marketing Team -- Specification Details: Ubuntu User Case Studies https://launchpad.net/distros/ubuntu/+spec/ubuntu-user-case-studies -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
[ubuntu-marketing] Re: Fridge story development on the wiki
On 27/07/06, Matthew Revell [EMAIL PROTECTED] wrote: If you're interested in getting involved, please feel free to add a story to the wiki and then link it from the list of stories. Sorry. I got this bit wrong. Add your story to a new page under /Fridge/ and the FrigeContent page will automatically list it. -- Matthew Revell www.understated.co.uk -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] Is Ubuntu Development a 3 Horse Race?
On 7/27/06, John Baer [EMAIL PROTECTED] wrote: Granted there are a lot things about Ubuntu products which are the same; same kernel, same distribution. But the development of the user interface for the various products is a three horse race. I believe most folks would agree Ubuntu Linux Gnome is probably one of the best Gnome distributions around. It completes well against SuSE and Fedora in the same market space. However it also completes against Kubuntu and Xubuntu in the Ubuntu market space. I see a lot of effort from the Art team being directed toward the sibling products and this is good. Please remember art work submission is Product specific. But from a marketing point of view how would things change if Distro Watch and others said the next release of Kubuntu or Xubuntu was the premier Ubuntu product? Is there a risk to the status quo? Cheers ... Almost certainly not. Distrowatch is never going to say that because we position Ubuntu (and please don't say Ubuntu Linux Gnome, it is not that, it is Ubuntu) as our premier product. For better or worse, Edu/X/K are secondary brands. Corey -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
[ubuntu-marketing] Ubuntu Abantu
All, I lot of good discussion on the magazine name but we need to wait for Sara's input. Getting suggestions may be the easy part. Deciding on the successful candidate the hard. Ubuntu Abantu was a name I suggested during a brainstorming session. Abantu means people in Zulu. I'm not versed in Zulu so the tense may be wrong. Other thoughts I had were Izni for words and Umsindo for noise. With all that said IMO the first step is to decide on what the process will be (Maybe process is there and I am unaware of it). Opinion polls are great but we need to get ready for the suggestions. John -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
