[Mageia-discuss] Mageia logo proposals and selection

Thu Oct 14 01:18:05 CEST 2010

On Thursday 14 Oct 2010 06:39:32 Wolfgang Bornath wrote:
+> 2010/10/13 Marc Paré <marc at marcpare.com>:
+> > I think Graham is trying to voice (I agree with him at this point) is
+> > that the marketing/communications committee is working through steps
+> > that lead to branding suggestions. We are almost done with the
+> > groundwork and holding off a bit would help us in completing and
+> > presenting our suggestions.
+> 
+> As I wrote I do agree as well.
+> 
+> > This is not a case of branding a targeted group at this point but the
+> > overall flavour of the Mageia brand.
+> 
+> Uh, sorry, I thought he wrote "identifying target markets", may be I
+> did not read it right? I am not talking about the time when this will
+> be done but rather voice another warning about being too restrictive
+> while doing that "indentifying target markets", whenever that will be.
+> I still remember the previous discussion about such restrictive
+> targets as "young couples" and the like, basing the procedure on
+> demographic statistics of certain parts of the world.
+
+
+Ack and I swore I wasn't going to get into this discussion again because it's 
+like talking to a brick wall and actually you proved my point about target 
+markets by suggesting the vast and incalculable differences between Germany 
+and the rest of the OECD.  
+
+However, you still stubbornly hold to the view that somehow, by a piece of 
+grand magic that nobody else in the business world has ever managed to do, 
+unless they are a monopoly, we can come up with something that suits everyone 
+in the world of all ages.  Tell us what that secret is because you'll be able 
+to sell it for millions. Usually the people who say this are in reality saying 
+"Everybody in MY demographic" 
+
+The reality is: We are going into a saturated market, there are hundreds of 
+distros out there, the successful ones have identified their target markets 
+and branded to that market,  The major competitor works effectively in a 
+Monopolistic atmosphere while still spending $US500 million annually on 
+marketing and you think they don't target markets!
+
+We have been working on publishing the Core Values over the past week or so, 
+that immediately defines a market in and of itself.
+
+The families market suggestion was one that came to me because of personal 
+experience in my business in that my most successful instances of selling 
+linux have (after studying results) been in a family environment where the 
+small network support model was functioning.
+
+Now in my market then the target would be the Mothers, in Germany, according 
+to your analysis, the Fathers, in each of these markets the upshot of success 
+is 2.4 users, or possibly more if you count 3 generations (Or whatever your 
+average family size wherever you are) and an instant local support network 
+(MS's greatest strength).
+
+The point is the suggestion was made giving due consideration to a pile of 
+factors including maintaining user base, aka: Brand Loyalty (Kevin Roberts, of 
+Saatchis calls  'Building Love Brands' and he often cites Apple as an 
+example).  
+
+Now does that mean we are restricting the market, of course not.  Apple's  
+target is young, high disposable income, singles.  To me that's obvious and I 
+could prove that, but I was told that "Apple Targets everyone"  ???? naturally 
+by someone in that demographic.    
+
+Marketing is not witchcraft or voodoo, it's a science and an art form.      
+
+We need to get on with it  and no matter what there is an absolute given:
+
+"You cannot please all of the people all of the time"
+
+
+Really, at this point we have a lot of work to do before we define or even 
+identify our target market. When we get to that point any realistic positive 
+alternatives will be well received.  
+
+Cheers
+GL
+