branding

Free and open source software
Robert Lindh is keen to start a conversation about how others fair when selling FOSS solutions and whether its time to re-brand open source? He nominates a new name that he has seen used in FOSS communities as a suitable candidate: Community Software.
29 comments Posted 30 Oct 2014 by Robert Lindh Feed
What does community mean to you? Community is an overloaded word, it can mean anything. Community can mean just people who use your product. Or maybe it's those who build your product, or maybe it's the business partners who are using it. Or maybe it's those who are blogging about it.
0 comments Posted 13 Oct 2014 by Marten Mickos Feed
open source brand
Download the free All Things Open interview series eBook Being a brand manager for an open source company—like Red Hat—is completely different than for tra
4 comments Posted 25 Sep 2013 by Jen Wike Huger (Red Hat) Feed
brand community balance
While compiling OSS Watch's list of Open Source Options for Education, I discovered Koha, an open source Integrated Library System (ILS). I discovered, with some confusion, that there seemed to be several ILS systems called Koha. Investigation into the reason for this uncovered a story which... Read more
5 comments Posted 16 Apr 2013 by Mark Johnson Feed
Open brand
In the extremely overcrowded open source marketplace, marketing managers find it difficult to think of innovative ways to raise their brand's visibility. With so many brands jostling for attention, the low signal-to-noise ratio might tempt marketers into adopting an "everything but the kitchen sink... Read more
3 comments Posted 5 Nov 2012 by Sandro Groganz Feed
Why is Google putting so many ads on TV?
Almost every time I’ve turned on the television in the past week, I've seen an ad for Google Chrome. What started earlier this year as a sprinkling of ads here in the United States has become a torrential downpour. For me, Google has long been one of the poster children for a new breed of company... Read more
5 comments Posted 4 Oct 2011 by Chris Grams Feed
Over the years, I've had many people label me as a marketing guy just because I help build brands. I don't like being labelled, but I particularly don't like that marketing label. Why? In my view, traditional marketing sets up an adversarial relationship, a battle of wills pitting seller vs. buyer... Read more
7 comments Posted 13 Jun 2011 by Chris Grams Feed
Brand managers, customer experience executives, and marketing VPs, I need to tell you something. And it might hurt. Your strategies and innovations may be brilliant, but whether they’ll come to fruition is entirely up to some employees who are quite far down on the corporate totem pole. Most of the... Read more
3 comments Posted 31 May 2011 by Rebecca Fernandez (Red Hat) Feed
I’m lucky enough to have the opportunity to spend much of my time these days doing something I love—helping clients position and manage their brands. My experience helping build the Red Hat brand over ten years had a profound impact on the approach I take to brand positioning.
1 comment Posted 20 Jan 2011 by Chris Grams Feed