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Branding Project Schedule and Status


maintained by PieterHartsook


Branding Status Summary Table

Date Goal Plan/Deliverable Status
2007 (click on month links to see details)    
       
January      
 
Continue with Brand Position Statements, Name(s), Logo/visual treatments, web presences in preparation for Preview launch Refine, expand targeted Position Statements in progress
       
February      
 
 
       
March      
 
 
       
April      
 
 
       
May      
 
 
       
June      
 
 
       
July      
 
 
       

Date Goal Plan/Deliverable Status
2006 (click on month links to see details)    
August Brand Association/
Identity reaearch

What comes to mind when users think about our solution (products and the people and organization that make it)
* raw interview data
* The brand association annonimized interview digests
* Brand Values - derived brand association value list
* Brand Themes
done!
prepare materials for Branding Committee consideration done!
       
September Choose branding identity through association and position selection:
1 Select association(s)
2 Craft & select postion statement
1. derive strawman position statements from Association Themes and Values list. done!
2. Branding Committee meeting to review and select association and discuss position statment direction. Branding Focus Meeting done!
3. Present suggestions to Ops Group for consideration. see: BrandFocusSummary. Decision was to focus on the open, prosocial, adaptive qualities of our organization, process, community, and product(s). see official brand focus statement done!
       
October Begin branding creatives.
Develop the user interface to the brand.
1. develop creative brand elements (test and adjust)
* name(s)
* logo
* look & feel
* etc.
in progress
2. begin developing brand objectives and strategies plan
pending
3. begin building brand awareness consistently using "The Brand Message" with the "Brand Associations" and "Position Statemnt" pending
       
November Continue branding creatives.
Develop the user interface to the brand.
1. continue to develop creative brand elements (test and adjust)
o name(s)
o logo
o etc.
2. continue building brand awareness consistently using "The Brand Message" with the "Brand Associations" and "Position Statemnt" incorporating creative brand elements when approved
 
 
 
       
December      
 
 

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

back to Summary Table

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


  • 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


  • 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


  • 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

back to Summary Table

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:

  1. Brand Focus (official) - done! see official brand focus statement
  2. Position Statemets/Elevator Pitches (official)
  3. Budget proposal for branding

Progress:

  • Position statement drafts, work-in-progress

back to Summary Table

November

Plan:

  • continue to develop creative brand elements (test and adjust)
    • name(s)
    • logo
    • etc.
  • continue building brand awareness consistently using "The Brand Message" with the "Brand Associations" and "Position Statemnt" incorporating creative brand elements when approved

Deliverables:

  1. short-list of names for trademark search
  2. short-list of logos

Progress:

back to Summary Table

December

Plan:

  • Final deadline for the creative brand elements
back to Summary Table

Deliverables:

  1. final candidate for name/tagline/logo
  2. brand strategy/use guidelines
  3. 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

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xls Branding_association_annonimized_summary.v2.xls manage 114.5 K 31 Aug 2006 - 14:39 PieterHartsook  
pdfpdf brand_focus.pdf manage 482.2 K 05 Oct 2006 - 01:20 PieterHartsook  
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