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openSUSE ® Why Branding Matters Creating Consistency and Striking a Balance Douglas DeMaio – Senior Consultant [email protected]

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2 Overview • History of Branding • Evolution of Brands • Brand Control • openSUSE • Achieving Branding

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History of Branding

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4 History of Branding • Brandr meaning "to burn" ‒ Branding Animals ‒ Branding People • Merchants' marks ‒ Used to identify authenticate goods The first printed English advertisement was in 1472 when William Caxton printed a poster and tacked it onto church doors announcing the sale of a book Egypt

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5 History of Branding • Gutenberg Printing Press ‒ Contributed to mass advertising • TV (1941) • Internet (1994) • Social Media ($11 billion in revenue by 2017)

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Evolution of Brands

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7 Evolution of Brands: Commercial

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8 Evolution of Brands: Technology

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9 Evolution of Brands: Open Source

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Brand Control

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11 Brand Control: The Ultimate Example

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12 Brand Control: What To Consider • Logo - Consistent use, likeness ‒ Size, placement • Graphics – consistent symbols and shapes ‒ Familiarity allows people to remember a brand faster • Color - important component to brand identity ‒ Impact perception of a brand ‒ Different meanings in different cultures • Fonts - Supportive ‒ Use no more than two fonts

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13 Brand Control: What's the difference

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14 Brand Control: Expectations • The brand should correspond with the products/services produced. It should convey the essence of what people expect now and in the future. • Branding should represent project in a logical and consistent fashion. It should provide a sense of familiarity to users so, they know what to expect. • Keep it simple. • Provide familiarity

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15 Brand Control: What Is It?

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16 Brand Control: Answer Conditioning

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18 Lacks Imagery Strength

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19 From 2009

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20 Multi- Project Buyin

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22 Where is it

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Need for Branding Theme

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28 Need for Branding Theme • Start thinking branding from inception of product • Create Brand Strategy • Identify Branding Level/Association ‒ Strong (openSUSE, Social Media) ‒ Medium (openQA, Machinery) ‒ Minimal (Open Build Service)

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29 Need for Branding Theme • Strong ‒ Dominate Colors ‒ Follows Brand Guidelines ‒ Identifies Products/Services/Tools under openSUSE • Medium ‒ Gray as Dominate ‒ Uses Hexagons and Logo • Minimal ‒ Powered by openSUSE (Include logo)

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30 Need for Branding Theme

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31 Why Branding Matters “If you’re not branding yourself, you can be sure others do it for you.” - unknown'

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Thank you. Join the conversation, contribute & have a lot of fun!

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34 Have a Lot of Fun, and Join Us At:

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General Disclaimer This document is not to be construed as a promise by any participating organisation to develop, deliver, or market a product. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. openSUSE makes no representations or warranties with respect to the contents of this document, and specifically disclaims any express or implied warranties of merchantability or fitness for any particular purpose. The development, release, and timing of features or functionality described for openSUSE products remains at the sole discretion of openSUSE. Further, openSUSE reserves the right to revise this document and to make changes to its content, at any time, without obligation to notify any person or entity of such revisions or changes. All openSUSE marks referenced in this presentation are trademarks or registered trademarks of SUSE LLC, in the United States and other countries. All third-party trademarks are the property of their respective owners. License This slide deck is licensed under the Creative Commons Attribution-ShareAlike 4.0 International license. It can be shared and adapted for any purpose (even commercially) as long as Attribution is given and any derivative work is distributed under the same license. Details can be found at Credits Template Richard Brown [email protected] Design & Inspiration openSUSE Design Team guidelines/