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From: Johs Ensby <johs@b2w.com>
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Subject: Re: [VOTE] WHY/HOW/WHAT
Date: Wed, 16 Sep 2015 08:38:33 +0200
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Hi,
I think using the present official description is a good idea, use this =
as the briefing then try and get more proposals on the slogan/mission
> On 16. sep. 2015, at 07.28, Alexander Shorin <kxepal@gmail.com> wrote:
>=20
> CouchDB is a database that completely embraces the web. Store your
> data with JSON documents. Access your documents and query your indexes
> with your web browser, via HTTP. Index, combine, and transform your
> documents with JavaScript. CouchDB works well with modern web and
> mobile apps. You can even serve web apps directly out of CouchDB. And
> you can distribute your data, or your apps, efficiently using
> CouchDB=E2=80=99s incremental replication. CouchDB supports =
master-master
> setups with automatic conflict detection.
>=20
> P.S. I'm not sure how it should be, but for me Mission should be
> actionless statement. Mission is something you aimed to reach, it's a
> goal, the holy grail. "Data that sync" is not a mission, it's a
> feature and even incorrect because data itself cannot sync (;
I agree on this

'Data that sync' is at best a slogan candidate assuming that the data is =
what the target group care about and that the syncing is the key =
differentiator.
Mission need to more like a raison d'etre=20
The "what" description will explain and inform, and the one above is =
good

A comment on how hard it seems to agree on any of this...

When you position a solution that does not fit into conventional =
categories, the quest is really about pinpointing what is different, =
using existing terms and concepts.
In branding this is the classic dilemma,=20

identity is about belonging and uniqueness at the same time;=20
you need to reference what is in people's mind already to position =
something as new and unique.=20

If people cannot place it in between what is already in their head you =
have no hook, if it fits into a well established category it will be =
another grey mouse, just smaller. Both ways you loose.
A technique used in positioning is triangulation, you pick two well =
known "fix points" and use them to explain your position.
Company C can position itself by comparing itself to company A and B, if =
both are very good alternatives and thus convey, "we are as good as A =
and B, but we are different, come have a look."=20

If there is a new round on the slogan quest, I would suggest the =
following pre-round:
Let the web site description be the WHAT for now
Discuss what 2 words need to be in the slogan or mission to connect =
CouchDB to well established and valuable concepts.

Johs


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