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From Jan Lehnardt <>
Subject Re: Brainstorm: A new CouchDB tag-line?
Date Sat, 29 Aug 2015 09:56:14 GMT
(repost in the right thread, sorry about that)

Thanks for getting this discussion going again, Joan!

Here is where we discussed this last fall: Thread “New motto?”:
(incomplete results, because the MarkMail interface is weird, but should get you the main

In there, we follow the search for our WHY, which defines our HOW and that in turn defines
our WHAT (context

Noah summed up our discussion back then (

> WHY -- Getting your data where ever you need it (mobile, geolocations, cloud, etc)

> HOW -- Sync protocol (with CouchDB as the reference implementation)

> WHAT -- Erlang, MapReduce, CouchDB Query, REST, JSON, JavaScript, etc., etc.

The slogan we are looking for now is addressing the WHY and the WHY only. The HOW and the
WHAT also deserve treatment though, but these need to live elsewhere.

Let’s attempt to organise this a little:

Project name: Apache CouchDB

Nickname: CouchDB

Slogan: Data where you need it. (WHY)

Mission Statement: Apache CouchDB aims to foster an ecosystem of software that can flexibly
share data with each other by defining a universal synchronisation protocol. (HOW)

Description: CouchDB is the focal point of the Couch Sync Protocol suite which is implemented
by an ecosystem of projects that all work in concert to fulfil a universal vision: being able
to share and access data where it has the most value, from cross data-center cluster to mobile
phones. CouchDB is an Erlang-implementation of the Couch Sync Protocol with a strong focus
on reliability, durability and scaling. CouchDB uses HTTP for its API, JSON for documents,
and a developer-friendly query language and optionally MapReduce for efficient data retrieval.

* * *

Let’s collect variations of this and counter examples, but let’s keep the same form:
1. Address the WHY, HOW and WHAT
2. Define: Name, Nickname, Slogan, Mission Statement and Description (we can rename the labels
later, for now it is important to get the copy text for the WHY, HOW and WHAT right).

* * *

FWIW: PouchDB nicked the “The database that syncs” from an email of mine on dev@ two years
ago, when this was discussed first (and kudos to them for realising it is a great slogan and
running with it!). I see no harm in the two projects sharing this, or coordinating, e.g. CouchDB:
The database that syncs. PouchDB: The JavaScript database that syncs, or somesuch. (not saying
this is a proposal of mine, but if anyone wants to advocate it, I’d be happy to listen and
hear a proposal).

* * *

> On 10 Aug 2015, at 16:06, Joan Touzet <> wrote:
> Hey everyone, 
> I don't know where we landed on this discussion last time, but I'm
> fairly sure we didn't come to any sort of agreement.
> Our current tag-line for CouchDB is pretty unwieldy:
>     "Apache CouchDB is a database that uses JSON for documents,
>      JavaScript for MapReduce indexes, and regular HTTP for its API"
> With the addition of mango, it's also inaccurate. I'm sure we can do
> better!
> Previously I remember seeing the suggestion:
>  "Apache CouchDB: The database that {replicates|syncs}."
> I'm finding that really snappy. If you had to pick a single feature that
> CouchDB does better than anyone else, it's the multi-master replication.
> It does leave out a lot of great things we do, though.
> Here's the taglines of some of our "competitors":
> "The Apache Cassandra database is the right choice when you need
> scalability and high availability without compromising performance."
> "Apache HBase™ is the Hadoop database, a distributed, scalable, big
> data store."
> "The Apache™ Hadoop® project develops open-source software for reliable,
> scalable, distributed computing."
> "CouchBase 3.0: A distributed database engineered for performance,
> scalability, and simplified administration."
> "MongoDB: Agility, scalability, performance. Pick three."
> "Redis is an open source, BSD licensed, advanced key-value cache and 
> store."
> "Riak KV is a distributed NoSQL database that is highly available,
> scalable and easy to operate"
> "ElasticSearch: Search & Analyze Data in Real Time"
> What other ideas do you have for a tagline for CouchDB? The only rules
> are: one sentence, the shorter the better, and focused on CouchDB's
> unique strength(s).
> -Joan
> Disclaimer: This is brainstorming only. The discussion may or may not
> lead to a new CouchDB tagline. Please, no negativity. 

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