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From Alexander Shorin <kxe...@gmail.com>
Subject Re: New motto?
Date Sun, 09 Nov 2014 14:10:51 GMT
It's all cool, but nothing original. Deviations of quite popular
names/phrases causes an invalid associations while it should be
opposite: when you hear/read the motto your first thought should be
"yea, it's about CouchDB!", not a "yea, is it something about how to
cook?" (:
--
,,,^..^,,,


On Sun, Nov 9, 2014 at 4:58 PM, Nick Pavlica <linicks@gmail.com> wrote:
> Sorry,  "CouchDB - With Barriers" was supposed to be "CouchDB - Without
> Barriers".
>
> On Sun Nov 09 2014 at 6:37:47 AM Nick Pavlica <linicks@gmail.com> wrote:
>
>> All,
>>
>> When reading this portion of Johs message a particular phrase stuck out:
>>
>> " CouchDB break the sound barrier and reach the big audience."
>>
>> In my opinion, the idea that CouchDB "breaks barriers" evokes a positive
>> emotion, and subtly describes some of the unique attributes CouchDB.   A
>> motto based around it may be worth exploring.
>>
>> Examples:
>>   CouchDB - Breaks Barriers
>>   CouchDB - Breaking Barriers
>>   CouchDB - With Barriers
>>   ---- Others -----
>>
>> Regards!
>> -- Nick Pavlica
>>
>>
>>
>> On Sun Nov 09 2014 at 12:29:30 AM Johs Ensby <johs@b2w.com> wrote:
>>
>>> Joan and Noah,
>>> thanks for straightening out the “one word slogan” issue for me.
>>>
>>> And thanks for the video, it’s a great one!
>>> Simon Sinek also makes a good introduction to Jeff Moore’s over 20 year
>>> old book which is still the bible of hightech marketing.
>>> http://en.wikipedia.org/wiki/Crossing_the_Chasm
>>> That book BTW has a recipe for doing an elevator pitch that I have used a
>>> lot.
>>>
>>> If the chase for the motto fails, I would recommend an attempt to make an
>>> elevator pitch according to Moore’s recipe.
>>>
>>> I support very much the visionary “why” with an emotional rather than
>>> rational appeal.
>>> The message content and how it APPEALS to the target group is the clue.
>>>
>>> Defining the target group might help. There are many target groups that
>>> don’t find the same things appealing.
>>> Just imaging communicating to
>>> the head of technology in a huge corporation
>>> the teenage web developer that is on the brink of mastering html5 is
>>> looking for an all-in-one platform
>>> the mid-career IT professional trying to make some choices on what to
>>> invest time in to secure an interesting job for the next 10 years
>>> the entrepreneur that just got great support for a prototype and wants to
>>> conquer the world, now that he/she has the funding for it
>>>
>>> I deliberately omitted the CouchDB enthusiasts, since they are onboard
>>> anyway, their only concern is that CouchDB break the sound barrier and
>>> reach the big audience.
>>>
>>> Should we try to define a “persona” that could represent the audience
>>> that we need to get onboard the CouchDB movement to “cross the chasm”?
>>> I would think that what is lacking is a steady stream of success cases
>>> where the unique strength of easy replication is demonstrated.
>>> Who are the people that would make CouchDB acceptable to the early
>>> majority?
>>>
>>> Johs
>>>
>>> > On 08 Nov 2014, at 19:24, Joan Touzet <wohali@apache.org> wrote:
>>> >
>>> > Just to state that I'm not proposing "liberate" and that I don't
>>> > have any solid proposals to provide. I think Johs responded to me
>>> > when he meant to respond to Noah. :)
>>> >
>>> > I don't have any particularly strong feelings one way or another.
>>> > I do feel a responsibility to provide references to historical and
>>> > sociological context of terms we're considering, however, and will
>>> > strive to fill in the gaps where I see them.
>>> >
>>> > -Joan
>>> >
>>> > ----- Original Message -----
>>> > From: "Noah Slater" <nslater@apache.org>
>>> > To: marketing@couchdb.apache.org
>>> > Sent: Saturday, November 8, 2014 12:33:07 PM
>>> > Subject: Re: New motto?
>>> >
>>> > I don't think we need a one word slogan. Not sure if anybody actually
>>> > suggested that.
>>> >
>>> > I also don't think "Freedom" or "Liberty" should be the words we use.
>>> > I very specifically thought that "liberate" was the word we ought to
>>> > use because it describes what Couch lets you do. It lets you liberate
>>> > your data. That can mean so many things, from being able to filter it
>>> > and transform it, through to being able to move it between locations,
>>> > and keep everything in sync.
>>> >
>>> > Note. I don't think our slogan should just be "Liberate". But that our
>>> > slogan could be something like "CouchDB. Liberate your data." The key
>>> > here is that we're describing what you'll be able to do with your data
>>> > by using our sync protocol.
>>> >
>>> > Please watch this video on "Start With Why" by Simon Sinek:
>>> >
>>> > http://www.youtube.com/watch?v=sioZd3AxmnE
>>> >
>>> > It will help you understand why I think we have to reach higher than
>>> > sync/replication. We need to communicate WHY we're building a sync
>>> > protocol. Like, why is it even important? Why are we all here?
>>> >
>>> > If we can communicate that, our brand and our messaging will be so
>>> > much more powerful. We'll attract people EMOTIONALLY. People who feel
>>> > like they belong because they share our goals/values.
>>> >
>>> > Why is the sync protocol important to you? (Yes you, reading this
>>> > email.) What's the VALUE? What motivates you to contribute to CouchDB
>>> > by participating on this list? What does the sync protocol get you?
>>> > What is it enabling for you?
>>> >
>>> > Open invitation to answer this...
>>> >
>>> > On 8 November 2014 06:39, Johs Ensby <johs@b2w.com> wrote:
>>> >> Joan,
>>> >> “Liberate” has the right mixture of connotations and meanings for
most
>>> of us, I guess, but related to CouchDB, no, it’s so grand that it won’t
>>> stick.
>>> >> Imagine a car manufacturer calling their new model “Liberate” or
>>> “Liberation”. Or the creator of a new parfume. Or a a political campaign.
>>> >> It would work, but the word is just to grand and important to most
>>> people to associate with a car, parfume, political candidate or a database.
>>> >> This is reaching faaaar to high. You will just borrow a small piece
of
>>> the words mental space in people’s heads and have to explain it again and
>>> again.
>>> >>
>>> >> I have seen presentations where “Relax” is used very effectively
to
>>> explain CouchDB benefits.
>>> >> The logo (which is brilliant, who created that??) says “Relax”.
>>> >> This is the part of CouchDB communications that is working really,
>>> really well.
>>> >>
>>> >> It is almost impossible to find a one-word slogan, you need to make
a
>>> phrase to give it a uniqueness. However CouchDB, with the logo + “Relax”
>>> has built a cool message in a stressful world of too many busy bodies
>>> trying to oversell theirs stuff.
>>> >>
>>> >> My advice is:
>>> >> Call it a day and be happy that the chase for a new slogan verified
>>> that it is very hard to find something that works better for CouchDB then
>>> “Relax”.
>>> >> Johs:)
>>> >>
>>> >>
>>> >>> On 07 Nov 2014, at 16:56, Noah Slater <nslater@apache.org>
wrote:
>>> >>>
>>> >>> What do others thing about using this word? "Liberate"? I think
it has
>>> >>> the right mixture of connotations and meanings
>>> >>
>>> >
>>> >
>>> >
>>> > --
>>> > Noah Slater
>>> > https://twitter.com/nslater
>>>
>>>

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