[libreoffice-marketing] Re: Suggestions re: slogans (native language groups)

Hi Rimer

Le 2011-04-27 10:18, Riemer Thalen a écrit :
> Hi Marc,
>
> Having been an advertising copywriter for over thirty years, I'd like to
> participate for a Dutch slogan.
>
> Slogans tend to be language-specific. What sounds well and convincingly in
> one language, might not in another. However, generally speaking the *
> positioning* of LibreOffice should be the same all over the world.
> (Positioning is how you want a product to be perceived compared to other
> products in the same category.)
>
> Has a positioning been agreed upon? What benefit is emphasized? LibO is free
> (as in beer)? LibO is FLOSS (as a bird)? LibO is an alternative to MS
> Office, reading and writing MS formats? LibO is complete (6 applications in
> 1 suite)? LibO is the one to place your bet on (contrary to OOo)?
>
> It is hard to say something sensible about the length. The most important
> thing is that the slogan is a catchy imaginative wording of one simple
> (provocative) thought. (Great examples. Thought: "we are future oriented" ->
> slogan: Today Tomorrow Toyota. Thought: "Don't be shy. Try it. You can do
> more than you think" ->  "Just do it")
>
> The thought preceeds the slogan. What is the thougt, internationally?
>
> Riemer
>
>
> 2011/4/27 Marc Paré<marc@marcpare.com>

If I remember correctly, there was talk that LibreOffice should be tied 
in to the concept of "document" which seems obvious.

We had not really talked about positioning. At that time, we were just 
organizing, many native language groups had very few members (some 
groups are still very small in numbers today). I think that we have 
grown a bit since then and the need for marketing materials in native 
language groups is growing. Some groups have enough members to send them 
to conference and meetings.

Even if we decide that the slogan(s) is temporary for all groups, we 
should then perhaps discuss "positioning" just so that we are all aware 
and thinking of it.

When a product is international such as LibreOffice, would the slogan 
then be set in the international language first and then translated into 
other languages? Or is the positioning philosophy used just as a 
guideline and other native language slogans left to adopt their own slogans?

The length, to me, seems a little important as far as placing it on 
various marketing materials. If the slogan is too long, then, occasions 
where you could use it are lost. I have yet to see any product with a 
long slogan.

Cheers

Marc



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