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continued from HighResolutionLogos

Lots of discussion above has been about the teamwork logo and the correct wording. Crawford has made a good point that we have missed something so far: what should the TWiki Brand communicate?

A few remarks:
There is always a danger in trying to let the logo express everything you want to communicate as a brand. For example "interpersonal", "flexibility" and "control" are hard to break down and construct again. Most of the time logos are not created this way either. A logo is often but a landmark, something that is easy and quick to recognize and that enforces the brand instead that it is the brand.

So how to define the TWiki brand?
The list of aspects is a good start, but they are still too vague, too abstract. What does "interpersonal" mean explicitely? Can we define this better to get to an expression? For each aspect we would need to know what it implies. One example: interpersonal means that people work together on one topic/page, making it their own work.

Experiential brand positioning So first, what is the McDonald's brand positioning? What is the meaning to the consumer of the McDonald's brand? The target meaningful value of the McDonald's brand is this: "A break for Mom, Mom being appreciated by the family, and she appreciating the family having fun." So the brand positioning is not about hamburgers. They are just part of the family fun experience but they are not part of that target experience. It's an experiential brand positioning.

http://money.inq7.net/features/view_features.php?yyyy=2004&mon=07&dd=09&file=1 (just found this page after a quick Google scan)

Secondly, how do we want to position TWiki? Against commercial Content Management Systems? As an elaborate blog tool? As a mature wiki? As a web applications tool? In other words, what are competing brands?


Blog tool


Web application framework

So there we get to the basis: what is unique to TWiki that competing products don't have? (or what do we want to come across). To say that TWiki is a teamwork tool is to say that wikis are teamwork tools. It is too generic because it is valid for every wiki.

If we assume people know what a wiki is, and they would like to choose the best wiki for themselves, it would be a lost communication if we emphasize on "interpersonal", because they know what a wiki can do.

A lot has been changed in wiki world since wikipedia has started. They are now the eye catcher, and wikis now have to 'convince' why not to use the wikipedia engine.

I know these are not questions raised usually for an Open Source product. But before you click away this page in disgust, remember that even Google has given thought about this.

One final remark about a logo: there is a difference in old skool logo design (pre internet) and contemporary logo design. You really have to make certain that the logo works on an internet page, at a resolution of 50x50 pixels. Or you would have to make 2 versions. The internet version has to be simple, not too many details. I find Blogger did a good job.

-- ArthurClemens - 07 Aug 2004 -- ThomasWeigert - 07 Aug 2004

Logo discussion in HighResolutionLogos

The closest competition from the above list is clearly Zope. TWiki is a web application platform.

The TWiki brand is initially communicated through twiki.org. Pretend you are a first-timer, visit the front page, and think what it says to you. IMHO TWiki sells itself on the following strengths (in order)

  1. The perception given by twiki.org that it is widely used in industry
  2. The perception of a highly active user/developer community
  3. Simplicity. Because of implementation decisions such as text files for data, TWiki is perceived as simple.
  4. Light weight. The impression is given that TWiki is a lightweight core, with the lard in plugins.
  5. Perl. Like it or loathe it, Perl is central to the perception of TWiki as being easy to customise.
I have yet to find a TWiki installation that is actually used as a wiki, in the sense that Ward's wiki or Wikipedia are wikis. Corporate environments tend to be about shared documents, integrated tools, and processes, rather than communication between peers.

Things that in my experience work against the TWiki brand (as against other application platforms that include wikis) are (in order they are encountered):

  1. twiki.org. The front page is pretty ugly for a first time visitor (serifed fonts, pallid banner, the robot), and the huge amount of data on the site makes it hard to find anything. This instantly turns off non-techies.
  2. The installation experience
  3. The out-of-the-box look and feel, which is very dated. The robot (sorry Peter, but it does)
  4. The huge amount of documentation, needed because of....
  5. The huge amount of functionality in the core, and the resulting complexity of the TWiki ML to the first-timer
  6. The glacial rate of change, especially the time taken for a contributed fix to get into a release.

-- CrawfordCurrie - 12 Aug 2004

The best book on branding that I've read (ok, the only book, but it's a good one) is CorporateReligion by Jesper Kunde. The presentation on http://www.corporate-religion.com gives a good summary of the main points in the book, although it's worth reading the book for all the comparisons with well known companies.

-- SamHasler - 12 Aug 2004

Regarding "positioning" TWiki, I still believe the most analogous software package is one that can't be competition because it's essentially dead: HyperCard. HyperCard was an "application platform" for non-programmers, al beit pre-web. Remember too that HyperCard was essential part of inspiration for the original wiki (see Wiki:WikiHistory and Ward's comments on HyperCard). I still think TWiki is best contender for the title of "Hypercard for the Web".

-- LynnwoodBrown - 13 Aug 2004

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Topic revision: r17 - 2005-08-31 - PeterThoeny
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