For some time it's been clear that TYPO3 is a difficult thing to communicate about.
Community strength, outbound marketing, developer motivation and internal communication all need to be bound together.
The brand book project aims to produce a briefing document for everyone communicating about TYPO3 - to describe how we'd like to look and think - and how it should be felt like to interact with TYPO3 on any level.
In essense the brand book is about talking with one voice - and hopefully also making it a lot easier to write texts, choose images and explain what we're all about.
The presentation will present the process of making the Brand book and look into the results.
25. Creator Swatch Craft something new
Caregiver Amnesty Care for others
Ruler Microsoft Exert control
Jester Fanta Have a good time
Regular guy IKEA Be OK as you are
Lover Häägen-Dazs Find and give love
Hero Nike Act courageously
Outlaw Harley-Davidson Break the rules
Magician Smirnoff Affect transformation
Innocent Ivory Retain or renew faith
Explorer Bounty Maintain independence
Sage CNN Understand their world
28. Brand soul
Survey results
Brand substance
The physical contemporary truth of the brand
Competitive leverage
Analysis of archetypal activities within competition
Knowing our customers
Discovering the yearnings of our customers
32. Functional or value-expressive?
Clearly functional
High-involvement or low?
High for decisionmakers, low for end users
Episodic or routine?
Both
Exclusively, dominant or portfolio?
As dominant brand
Level of attachment?
High for decision-makers, low for end users
Trying to hold on - attract users - or expand users overall?
Attract users who favour other brands
33. Building a CMS is about giving
others the power to thrive.
35. Building a CMS is about giving
others the power to thrive.
36.
37. The caregiver archetype
Desire Protect people from harm
Goal To help others
Fear Selfishness, ingratitude
Strategy Do things for others
Trap Martyrdom of self, entrapment of others
Gift Compassion, generousity
43. Mind: Bring structure to the world
The intellectual reason for the brand to exist. How we differentiate the brand in the
mind of the person experiencing TYPO3. Providing structure to the world, making tools
for communicating, building blocks for creating something powerful.
Soul: Sharing & caring
The emotions we put into our products and the emotions we like to evoke within the
people experiencing TYPO3. Long-standing values embedded into the organization,
sharing, caring, generousity, empathy, kindness. We are not kings that instill comfort
through control or jesters looking to evoke fun, yet a caregiver with idealistic hopes
and lots of ambition on behalf of everyone we interact with.
Body: Pursuit of excellence
How we materialize our thinking. Our products and the experiences people have with
them. Connects with our mission statement, to jointly innovate excellent free software
enabling people to communicate. It is our constant strive for our excellence,
the ambition of the caregiver, nurturing excellent performance.
55. The Story of Obi-Wan Kenobi
We know there is evil
We look for the chosen one
They find us / we find them
We advise to take on the call of fighting evil
They seize the sword (that we made!)
We help them battle evil
We smile when they receive the medal