r6 - 12 Jul 2007 - 10:43:02 - MimiYinYou are here: OSAF >  Journal Web  >  MimiYinNotes > BrandingBrainstormSession2
Here's an update on the Branding Brainstorm follow-up today.


  1. We took all of the ideas from our IRC Chat yesterday and wrote them on the white-board under the following headings: Architect, Self-Help Guru, Assistant, Brain, Revolutionary, Evangelist, Village, Librarian/Info-Geek, Egotist, Establishment, Electronic Townhall, Hipster Geek, Chandler as HAL. See visualization below.
  2. We then pulled out a set of keywords and core concepts: Personal, Revolutionary, Hipster Geek, Activity, Manage, Filter, Helper, Assistant, Decision, Contextual, Effortless, Effortless, Guru, Zen, Map, Satellite, Contextual, Playing, Village, Electronic Town Hall, Brain, Librarian, Organize, Information, Data, Knowledge, Memory, Personal. See visualization below.
  3. We further clustered these keywords into 4 main chunks + 1 chunk of ideas that defied grouping:
    • Matt then suggested we eliminate the terms that were generic to all apps in the PIM and General information management space. ie Information, Data, Organize, etc... This allowed us to focus on the aspects of Chandler that are unique.
  4. We boiled these clusters down to 4 main areas and brainstormed ideas for graphical logos around those 4 areas:
    • Zen, Guru, Effortless
    • Activity, Decision, Manager
    • Brainy
    • Village

Interesting things we found:

  • When people talked about Chandler giving them a sense of calm and balance about their data, it was in direct relation to Chandler providing them with a 10,000 foot, eagle-eye view of their data.
  • Surprisingly, we ended up not really emphasizing the modularity of the Chandler Platform, which has always figured prominently in drive-by Branding discussions in the past. It became clear that while extensibility was important to Chandler, it was really a means to an end, a way to make the Chandler experience more personalized, a way to provide people with an aggregated, high-level view of ALL information relevant to them and THAT end-goal was what we should emphasize in the brand, not the underlying modular mechanism that facilitated the goal.
  • There was the conspicuous absence of the word Organize. It feels like philosophically, we're moving towards the notion that information should really be managed and that you should derive a high-level view of your data, not from labor-intensive organization but that the system should naturally extract high-level views of your data from the metadata itself.

Concepts and Ideas

  • Bird
  • Pig
  • Dog
  • Platypus

  • Colander

  • Ying-Yang symbol
  • Bonsai tree
  • Water droplet

  • Lightbulb
  • Candle
  • Flashlight
  • Magnifying glass
  • Topographical map
  • Puzzle piece

  • Neural networks
  • Constellation: Canis major
  • Thought bubble
  • Brain
  • Eyeglasses
  • Scale

  • Wizard
  • Librarian
  • Beach bum
  • Karate black belt

  • Heads
  • Hot air balloon

  • Logos.png:

  • Brainstorm

  • Keywords


Main.Mimi Yin 29 Sep 2005: I feel like we're not really serving the Hipster Geek idea well with the ideas we have.

Edit | WYSIWYG | Attach | Printable | Raw View | Backlinks: Web, All Webs | History: r6 < r5 < r4 < r3 < r2 | More topic actions
Open Source Applications Foundation
Except where otherwise noted, this site and its content are licensed by OSAF under an Creative Commons License, Attribution Only 3.0.
See list of page contributors for attributions.