Branding Project Schedule and Status
maintained by PieterHartsook
Branding Status Summary Table
Branding Plan Schedule Details
2006
August
Progress:
- Brand Association interviews were held with 21 people, 9 of whom are not OSAF staff.
- There were 275 raw associations recorded from these interviews.
- I was able to catagorize these into 23 groups with values reflecting the diversity of impressions people had about our soulution.
- The brand association values and clustering ( This process is like finding squishy things in a dark room -- and then having to sort them into groups )
- These 23 value categories then were organized in to 6 groups of similar values, and these 6 were further organized into 3 association themes.
- Each of these themes is a potential focus for the brand and will lead to different positioning, naming, etc.
- The raw annonimized data is Excel workbook format is here: Brand Association Interviews
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September
Plan:
- Develop sample position statements for each of the 6 value groups and 3 association themes to help inform the selection process.
- Compile competitive brand associations / position statements so our choice will not overlap, but differentiate our solution
- Present the association position options to the Branding Committee for discussion and ranking (see: Branding Focus Meeting ).
- Present the ranked options to the Ops Group for discussion and decision.
Deliverables:
Progress:
- Strawman Positioning Statements based on the Brand Themes from the Branding Association interviews. These positioning statements are intended to inform the decision making process for selecting a brand association focus.
- this theme, "I use this because..." has been selected as the brand focus solution, 10/2/2006
Brand Theme: I use this because...
- Chandler is the innovative solution to inter-personal information management. Chandler is free, open source software that promotes international open standards for collaboration with friends, family, and co-workers. -- PieterHartsook - 06 Sep 2006 - 12:46
- Chandler breaks the bonds of proprietary software. A free, open source solution to manage collaboration with friends, family, and co-workers, Chandler promotes the use of open standards to achieve interoperability across operating systems and does not constrain everyone to use the same software in order to collaborate successfully. -- PieterHartsook - 06 Sep 2006 - 13:23
- Chandler is about freedom. Be free from the constraints of proprietary software, operating system choice, and IT department support. Chandler is pioneering open source software for managing collaboration with friends, family, and co-workers. It is developed by non-profit employees and volunteers from around the world. Because the source code is open and free the solution is adaptable and extensible. Based upon, and a strong proponent of open standards, it is interoperable with other software. And best of all it is distributed for free - share it with your friends, family, and co-workers. Be smart, be free, choose Chandler! -- PieterHartsook - 06 Sep 2006 - 17:59
- Chandler, the 21st centuary inter-personal information manager, is the elegant modern heir to Lotus Agenda, the visionary product that originally defined the Personal Informanagement Manager software category in the 1980s. -- PieterHartsook - 07 Sep 2006 - 01:41
- The pro-social alternative for managing small group collaboration. -- PieterHartsook - 07 Sep 2006 - 02:02
- OSAF is creating innovative/visionary applications to help better manage your working style and create time to live your life the way you want to. -- PriscillaChung - 19 Sep 2006 - 16:02
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- this theme "Enables me..." was considered but eliminated as a Brand Focus for our solution, 10/2/2006
Brand Theme: Enables me...
- Chandler is a solution for small group collaboration that lets me be in control of what I have to do. -- PieterHartsook - 06 Sep 2006 - 12:37
- Be in control of your life. Chandler empowers you to make better decisions and be more productive about the things you have to do. Using Chandler to manage the details, you become better organized, more effective, and have more time for important things. -- PieterHartsook - 06 Sep 2006 - 12:42
- With Chandler you have more time to make better decisions. Chandler helps you to help others be more successful. Be efficient, get in control of your time and schedule. Use Chandler to be more productive! -- PieterHartsook - 06 Sep 2006 - 17:46
- The most productive tool for small groups to use to get in control of scheduling and collaborative task information. -- PieterHartsook - 07 Sep 2006 - 02:16
- The most productive tool for small groups to use to get in control of activity management. -- PieterHartsook - 07 Sep 2006 - 13:42
- For the manager who enables others to excel, Chandler is the lightweight project management solution that brings out the wisdom of small groups. -- Mimi via email - 07 Sep 2006 - 15:31
- For all the small fry trying to make it in a world of Goliaths (violins please), Chandler is the information-sharing solution that builds effective teams. -- Mimi via email - 07 Sep 2006 - 15:33
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- this theme "How I feel..." was considered but eliminated as a Brand Focus for our solution, 9/?/2006
Brand Theme: How I feel...
- Use Chandler to feel confident that you can reliably manage individual and collaborative tasks with your family, friends, and co-workers. -- PieterHartsook - 06 Sep 2006 - 12:08
- Chandler is a reiable solution for managing individual and collaborative tasks with your family, friends, and co-workers. -- PieterHartsook - 06 Sep 2006 - 12:26
- Using Chandler I feel at ease, reassured that no matter what computer system my friends, family, and co-workers use I can reliably collaborate with them, confident that I can manage what I have to get done. -- PieterHartsook - 06 Sep 2006 - 12:34
- The easiest and most reliable way to manage my small group activities. -- PieterHartsook - 07 Sep 2006 - 02:20
A few ideas about how Chandler makes me feel with respect to the people I work with, collaborate with:
- I feel confidence in my group
- I feel like I know what's going on in my group
- I feel confidence in the decisions others are making on my team
- I feel I am heard and appreciated when I speak up, aka I feel my team has confidence in me
- I feel clear as to my responsibilities and obligations to the group
- I feel I am supported by others in the group
- I feel that decisions are made after thoughtful consideration of a wide variety of viewpoints
A couple of ideas about Chandler's 'more organic' approach to workflow:
- I don't feel like I need to manage my Personal Information Manager.
- I don't feel pressured to act or behave more 'organized' than I naturally am.
- I don't feel pressured to make decisions before I am ready to.
- I don't feel pestered by my PIM.
-- MimiYin - 07 Sep 2006 - 15:02
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- Summary of the Brand Focus Meeting of the Branding Committee:
Branding Focus Meeting Summary
- After reviewing the research results, participating in crafting a position statement exercise, and discussing the pros and cons of the brand focus choices it was the consensus of the group that the first focus group "How I feel..." could be eliminated as a choice.
- Of the remaining choices, the overwhelming preference was for the 3rd group with focus on the pro-social, innovative, smart, ... associations.
- It was decided to take the two finalist choices to the Ops Group rather than just the preferred choice, introduce the group to the issues, and see if they come to the same decision.
- The preparatory page for the Ops Group presentation is at BrandFocusSummary
* All hands
presentation (brand_focus.pdf) on our Brand Focus choice and next steps, on 10/4/2006
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October
Plan:
- develop creative brand elements (test and adjust)
- name(s)
- preliminary naming meeting 10/12/2006 10-11am
- 1st naming workshop 10/18/2006 10am-2pm
- logo
- etc.
- begin developing brand objectives and strategies plan
- begin building brand awareness consistently using "The Brand Message" with the "Brand Associations" and "Position Statemnt"
- draft branding budget to anticipate costs associated with branding, e.g. tradmark registration, etc.
Deliverables:
- Brand Focus (official) - done! see official brand focus statement
- Position Statemets/Elevator Pitches (official)
- Budget proposal for branding
Progress:
- Position statement drafts, work-in-progress
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November
Plan:
- continue to develop creative brand elements (test and adjust)
- continue building brand awareness consistently using "The Brand Message" with the "Brand Associations" and "Position Statemnt" incorporating creative brand elements when approved
Deliverables:
- short-list of names for trademark search
- short-list of logos
Progress:
back to Summary Table
December
Plan:
- Final deadline for the creative brand elements
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Deliverables:
- final candidate for name/tagline/logo
- brand strategy/use guidelines
- marketing strategy proposal (draft)
Progress:
2007
January
Plan:
Deliverables:
Progress:
back to Summary Table
February
Plan:
Deliverables:
Progress:
back to Summary Table
March
Plan:
- 0.7 Public Launch events
- research brand recall prior to launch
- test brand recall post-launch publicity
Deliverables:
Progress:
April
Plan:
- 0.7 Public Launch events
- research brand recall prior to launch
- test brand recall post-launch publicity
Deliverables:
Progress:
May
Plan:
- 0.7 Public Launch events
- research brand recall prior to launch
- test brand recall post-launch publicity
Deliverables:
Progress:
June
Plan:
- 0.7 Public Launch events
- research brand recall prior to launch
- test brand recall post-launch publicity
Deliverables:
Progress:
July
Plan:
- 0.7 Public Launch events
- research brand recall prior to launch
- test brand recall post-launch publicity
Deliverables:
Progress:
back to Summary Table
Original Branding Project Whiteboard Plan
see photos of the whiteboard layout of the branding schedule.
- Also see the first pass at a Gantt chart plan based on the whiteboard milestones.
Branding Committee meetings
Sept 2006
Oct 2006