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
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
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
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
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
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
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.