branding

Who owns an open source brand—the company or the community?

open source brand
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Being a brand manager for an open source company—like Red Hat—is completely different than for tra » Read more

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Lessons from Koha in open source project ownership

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 provides valuable lessons for open source project ownership, including branding, trademarks, and conflict resolution.

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Branding and the open source marketplace

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" approach, attempting every idea from the marketing playbook in the hope that one will stick. However, this would be a mistake: careful niche marketing offers greater opportunities for brand advancements and market share. Let's see how. » Read more

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Why is Google putting so many ads on TV?

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 born in the age of the Internet that doesn’t need to rely on traditional advertising to build its brand. » Read more

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Three tired marketing words you should stop using

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.

The seller begins the relationship with a goal to convince the buyer to buy something. The buyer begins the relationship wary of believing what the seller is saying (often with good reason). It is an unhealthy connection that is doomed to fail most of the time. » Read more

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The strategic divide: Why your employees aren’t delivering what you envision

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 time, they aren’t even hearing about the “new direction” the company is going in, and if they are, they’re rolling their eyes at it.

I know, because I’ve been there. And I’m pretty sure it all started with a Beanie Babies calendar. » Read more

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Is your brand out of control?

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. » Read more

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