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From Rich Bowen <>
Subject Re: ApacheCON CORE? ApacheCon!
Date Wed, 01 Jul 2015 12:55:00 GMT

On 07/01/2015 07:43 AM, jan i wrote:
> On 1 July 2015 at 13:31, Pierre Smits <> wrote:

>> ApacheCon in itself doesn't eat into the impact of the joint event 'Apache
>> Big Data', as that name doesn't have Con attached to Apache in all
>> promotions done up to now... Or dilutes the branding impact of that event.
> Actually while we discussed it, one of the ideas was "apacheCON: big data",
> but
> LF preferred "apache big data" and since it is their event they choose.

Yes, this is the most important point here, which we will continue to 
emphasize. We have licensed our marks to LF to put on an event for us, 
because they are competent professionals and we're not. My job as 
ApacheCon lead is to ensure that we, the ASF community, stay out of 
their way and let them do a great event. We, the ASF community, have a 
long history of tinkering, micromanaging, and generally interfering with 
conference producers. All well intentioned, of course, but it hasn't 
worked. It's time to try something new.

>> Is there a negative connotation with the name that it would benefit from
>> the CORE extension?
> No just to avoid some confusion. Think of our homepage, travel assistance,
> reports etc, that
> is all done combined for the 2 events.
> Let me put it like I see it personally, despite contracts, producers etc,
> and please bear
> in mind, other people have different views.
> to me the total "thing" is apacheCON, that consist of 2 unique events (big
> data and core).

Yes. For the moment. And the longer-term goal is to build those brands 
further in order that they can fly on their own. See, for example, what 
OReilly has done over the last 15 years while we've been protecting our 
one brand. You can't swing a stick without hitting an OReilly event. And 
they're doing that with content that they don't own. Also note that LF 
had done this successfully for years - see for what they have grown the 
venerable "LinuxCon" name into.

No, I absolutely don't believe that we are diluting our brand.

Rich Bowen - - @rbowen - @apachecon

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