branding

To start somewhere, the German association (Drupal-Initiative) has given the existing layouts a makeover (font) and published the files under CC:
http://www.drupal-initiative.de/marketing

Of course, the site's not yet practising what we preach (branding-wise). Any comments on wording and/or layout files are very welcome!

The topics we had to deal with (while designing branding material for trade fair CeBIT 2012) are summarized in a PDF:
http://www.drupal-initiative.de/sites/default/files/DrupalBrandDesignReq...

Continuing through the process outlined here: http://groups.drupal.org/node/250768

The next step is for us to define success. It's easy to say "grow Drupal faster" but we need to put some hard objective (and subjective) metrics on the outcome of Drupal Marketing.

The questions to answer are these:

• What is our definition of true success for Drupal? How do we measure it?
• What is the distance between where we are today and that success?

What is it that Drupal does so well? How are we better than any other similar product?

What are the awesome things we can say about Drupal that nobody else can say about their CMS?

NOTES: This is a step in a planned Branding exercise that is outlined here:
Brand Strategy Purpose and Workflow

We are basing this entire thread on this simple idea: The purpose of undertaking the branding of Drupal is to accelerate the adoption of Drupal.

Who are our "mindset" competitors that we need to overcome? (For example, "I think Drupal has a steep learning curve.")

Don't try to narrow it down to a single big one. Let's ger them all ou on the table.

NOTE: If ou agree with someone, simply +1 their comment. Don't feel the need to add your own story if it is largely the same as what has been shared.

I've done some basic research on this topic. Please contact me directly if you would like for me to share the Google doc with you. This is very hush, hush!

But, the discussion here should center around who are the competitors and what do they do really well?
How do they position themselves in the market?

NOTES: This is a step in a planned Branding exercise that is outlined here:
Brand Strategy Purpose and Workflow

We are basing this entire thread on this simple idea: The purpose of undertaking the branding of Drupal is to accelerate the adoption of Drupal.

Which begs the question: Adoption by who?

Who is our target group? What are their demographics? Psychographics?

After tidying up the DrupalBAM ('Drupal Branding And Marketing') group homepage and structure last night I saw the conversation had started to flow so today, after getting my own personal chores and meetings out of the way, I caught up on the conversation.

I'm starting a fresh thread to discuss just the PURPOSE section that Ben laid out in his earlier post Brand Strategy Purpose & Workflow

Ben asked us to Define our purpose. He provided a template:

PURPOSE:
First, let's define our purpose: We are working on the Branding of Drupal so that we can _____________ Drupal faster than it is _______________ing now.

Is that grow/grow? Is that why we are branding Drupal? Are we happy with faster growth or is there some other higher purpose that we are called to? It could be helping people, turning a profit, expanding the web, mobile, what? Why are we doing this?

I would like to propose a workflow for the brand strategy. While I don't want to get bogged down in "talk talk talk" and never do, it's helpful to have a process and a framework of what needs to be done so that it is useful and long-lived. Let's spend a few hours figuring out the direction Drupal should be moving first, then put the pedal down.

Here's the way I have done this in the past:

PURPOSE:
First, let's define our purpose: We are working on the Branding of Drupal so that we can _____________ Drupal faster than it is _______________ing now.