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Date: Tue, 01 Nov 2011 19:14:14 +0100
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To: ooo-marketing@incubator.apache.org
Subject: Re: [DISCUSS] Product Branding
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(Without to bring in any judgement)

Google hits:

OpenOffice.org           4,770,000
OpenOffice              41,900,000
Open Office             16,100,000

Apache OpenOffice.org      171,000
Apache OpenOffice           58,600
Apache Open Office         183,000
Apache Office               29,100

Marcus


Am 11/01/2011 06:57 PM, schrieb Rob Weir:
> On Tue, Nov 1, 2011 at 1:50 PM,<lothar.becker@riess.de>  wrote:
>> Hi there,
>>
>> what about "Apache Open Office" ?
>>
>> In my experience most people write "Open Office" or "open office",
>> with a blank between open and office, if they are searching for somewhat
>> with OOo in Google or Bing or so ...
>>
>
> I've certainly seen that.  But I don't know if it is majority or not.
>
> The "camel case convention" of OpenOffice is something you see in many
> tech names.  It is one of several weird conventions.   If we were a
> heavy metal band we could call it "ÖpenÖffice" per
> http://en.wikipedia.org/wiki/Metal_umlaut  It is the same idea.  Camel
> case signifies high tech.  Or at least it did 10 years ago....
>
> -Rob
>
>> Just my 2cent.
>> Lothar
>>
>>
>>
>>
>> Von:    Rob Weir<robweir@apache.org>
>> An:     ooo-marketing@incubator.apache.org
>> Datum:  01.11.2011 16:50
>> Betreff:        [DISCUSS] Product Branding
>>
>>
>>
>> In this thread I'd like to have the 2-week discussion on product
>> branding.  If there is consensus then we can go forward with that
>> (assuming Apache Branding VP doesn't object). If there is no consensus
>> after 2 weeks then we will have a vote.
>>
>> Main constraint is the name must be "Apache X" for some value of X.
>> Apache OpenOffice.org, Apache OpenOffice and Apache Office have been
>> suggested.  OpenOffice.org, without the Apache preface, would not be
>> allowed per Apache branding rules.
>>
>> If there is another name you think we should consider, please raise it
>> soon.
>>
>> My personal preference is for Apache OpenOffice.  I think that this
>> makes clear the continuation from the previous branding.  This could
>> be reinforced by adopting a the legacy graphical logo with minimal
>> changes.  It also avoids confusion with other "OpenOffce" trademarks
>> that might exist in the UK or the Netherlands.  If adding ".org" to
>> the name make us unique before, then adding "Apache" in front also
>> serves to make us unique.
>>
>> Of course, in casual conversation, users will still refer to
>> "OpenOffice" as they did before.  This makes the www.openoffice.org
>> web site still very relevant for the users.  This is true even without
>> ".org" in the product name.
>>
>> My one concern with this name is its effect on the existing
>> OpenOffice.org trademark registration.  If we call ourselves "Apache
>> OpenOffice" and never as "OpenOffice.org" what happens to the existing
>> trademark?  Is it considered abandoned?  Can anyone then use it?  Can
>> we prevent someone from causing confusion by adopting that name for a
>> similar product?
>>
>> To put it in perspective, when Oracle announced that it was
>> contributing OOo to Apache, within a week a company attempted to
>> register the trademark "OpenOffice" in the US.  The value of our brand
>> is significant enough to attract scams.
>>
>> Considering the past abuse that has been attempted against this brand,
>> and the likely future repetitions of the same, I think that it is
>> critical that we have some way to protect ourselves and our users
>> against confusing misuse of the names OpenOffice, OpenOffice.org, Open
>> Office, etc., in the usual variations.
>>
>> For example,  would Apache actually register "Apache OpenOffice" as a
>> US trademark?
>>
>> So in summary, I like the shorter name "Apache OpenOffice" better than
>> "Apache OpenOffice.org".  But I just want to make sure we don't lose
>> the effective benefits and priority of the existing OpenOffice.org
>> trademark registration.
>>
>> -Rob