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

Hi Marc,
Please see my inline responses.

2011/4/27 Marc Paré <marc@marcpare.com>

> 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.

I agree. By doing so you are claiming a "center of the battlefield"
position, effectively saying "we are *the* document guys". This is
reinforced by the name The Document Foundation and by the document logo. (I
think the logo is very good by the way, just because it is so simple and
"obvious".  It takes a good designer to rein in his ego and create a logo
that feels so natural and "undesigned".)

Everything that is said in the name and/or shown in the logo, does not need
to be said in the slogan.
"LibreOffice" implies a) it is an office application and b) it is free. --
Almost everybody, speaking any language, understands that "libre" means free
(cuba libre, liberation, etc.)

Not having to explain what the product is, creates an opportunity to add
positioning info in the slogan.

> 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?

Yes, the latter. The positioning philosophy should be an worldwide
guideline, but the exact wording slogan depends on the language. It seldom
works to translate a slogan into another language -- if it is possible at
all.

An infamous pitfall for creating and/or selecting slogans is to
over-estimate funny, catchy or smart lines. Although it works well if a
slogan has a hook or a catch, it is more important to say the right thing
than to display your wit. (Both is best.)

I think it would be a good idea to have a discussion here on the content of
the slogan. What should we say in our slogans? How do we position
LibreOffice?

My first thought would be -- please improve on this! -- "LibreOffice is a
complete office suite for every kind of user and it is free open source."
A not very catchy but clear slogan could be: [ LibreOffice ] "Everything you
need. For free."

(This positioning / slogan disregards OOo completely, putting it away as
being irrelevant.)

Mind you! This is just a first move! I did not think very long and hard
about it.
I hope I put some brains in motion...


> 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.
>
> Of course. I agree.

Riemer


> Cheers
>
> Marc
>
>
>
>
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