Le 2011-04-27 10:18, Riemer Thalen a écrit :
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?
2011/4/27 Marc Paré<email@example.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
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.
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