0
OpenStack
Open source software to build public and private clouds.
What does OpenStack mean today?
“…this kind of open industry-driven effort
could boost interoperability and help 
protect ...
What does OpenStack mean today?
“…this kind of open industry-driven effort
could boost interoperability and help 
protect ...
Credibility comes from community,
representing the promise of OpenStack
And you’ve represented well!
‣  Stackup’s	
  happening	
  around	
  
the	
  world,	
  at	
  NASA,	
  Canonical	
  
UDS,	
 ...
To keep the party moving, we want to make it easy
to us the logo and trademark to spread the word
• Marketing Assets (Crea...
But OpenStack is more than a party… people are
expecting us to deliver Freedom
‣  Deploy where you want
‣  Choice of servi...
Pitfalls Ahead: it’s 2012, OpenStack won:
‣  100 Public Clouds
‣  1000 Enterprises
‣  But… users can’t
move workloads
seam...
Solution: Standards for products using the
OpenStack name to ensure compatibility
Freshness
‣  Use Recent version of
OpenS...
Proposal: A Family of Logos for OpenStack
powered products / interoperability
Proposal: A Family of Logos for OpenStack
powered products / interoperability
Logo
 Solution
 Examples
 Requirements
OpenS...
Trademark Summary: Rules of the Road
• Questions? Contact Community Manager
Stephen Spector Stephen@openstack.org 
Asset
 ...
Process for using the OpenStack Logo
‣  Email logo@openstack.org [Stephen Spector will monitor]
‣  For Non-Commercial use,...
A Signed Agreement?
‣  The agreements are needed to protect the trademark,
outlining basic requirements for commercial use...
OpenStack Marketing
Building the OpenStack brand together
What does OpenStack mean?
+
Community
Community
 +
+
Community
 Technology
creating open source software to build
public and private clouds
Software to provision virtual machines on
commodity hardware at massive scale
Software to reliably store billions of objec...
Values of the OpenStack Brand
Keys to Building our Brand
‣  Consistent identity (logo, colors, collateral, quality of marketing
materials and other iden...
Working Together
‣  Leverage resources and brainpower of the community!
‣  Proposal: Volunteer ‘marketing council’
‣  Reso...
OpenStack.org
‣  Help make OpenStack.org the destination for the community
and potential users/adopters
‣  Contribute to t...
Marketing/PR Campaigns
‣  Materials - Case studies, whitepapers, datasheets,
presentations, one-pager
‣  Press announcemen...
Events & Conferences"
‣  Organize regional ‘Stackups’
‣  Joint speaking opportunities, coordinate CFPs
‣  Collateral, pres...
Tentative 2011 Conference Schedule
OpenStack Branding and Marketing
OpenStack Branding and Marketing
OpenStack Branding and Marketing
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OpenStack Branding and Marketing

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Transcript of "OpenStack Branding and Marketing"

  1. 1. OpenStack Open source software to build public and private clouds.
  2. 2. What does OpenStack mean today? “…this kind of open industry-driven effort could boost interoperability and help protect consumers from vendor lock-in.” - Ryan Paul, Ars Technica, 1.2 million unique visitors/month “OpenStack might just have the more credible story enterprise infrastructure & operations professionals have been waiting on.” – James Staten, Forrester Analyst, cloud computing
  3. 3. What does OpenStack mean today? “…this kind of open industry-driven effort could boost interoperability and help protect consumers from vendor lock-in “OpenStack might just have the more credible story enterprise infrastructure & operations professionals have been waiting on.” – James Staten, Forrester Analyst, cloud computing Freedom Credibility
  4. 4. Credibility comes from community, representing the promise of OpenStack
  5. 5. And you’ve represented well! ‣  Stackup’s  happening  around   the  world,  at  NASA,  Canonical   UDS,  Japan  OpenStack  User   Group
  6. 6. To keep the party moving, we want to make it easy to us the logo and trademark to spread the word • Marketing Assets (Creative Commons) • Presentations (for stackups) • Written collateral (e.g. for events) • Freedom to use OpenStack wordmark & logo for community building activities • Use of Link Logo “Get OpenStack” pointing to openstack.org Just follow the guidelines and you’re good to go
  7. 7. But OpenStack is more than a party… people are expecting us to deliver Freedom ‣  Deploy where you want ‣  Choice of service providers ‣  Federation between all ‣  No Software Vendor Lock-in ‣  No Service Provider Lock-in
  8. 8. Pitfalls Ahead: it’s 2012, OpenStack won: ‣  100 Public Clouds ‣  1000 Enterprises ‣  But… users can’t move workloads seamlessly, ‘cause we didn’t set standards ‣  These crocodiles will eat OpenStack guy
  9. 9. Solution: Standards for products using the OpenStack name to ensure compatibility Freshness ‣  Use Recent version of OpenStack API ‣  Recent release of code ‣  Rolling upgrades Testing ‣  Develop tests together ‣  Federatathons
  10. 10. Proposal: A Family of Logos for OpenStack powered products / interoperability
  11. 11. Proposal: A Family of Logos for OpenStack powered products / interoperability Logo Solution Examples Requirements OpenStack Cloud Public Cloud Rackspace, Internap Recent version of code and API, pass tests Built with OpenStack Software to build Public or Private Clouds Citrix OpenCloud Recent version of code and API, pass tests Built for OpenStack Management tools using the API to manage & extend clouds Rightscale, Cloudkick Support recent version of API, pass tests
  12. 12. Trademark Summary: Rules of the Road • Questions? Contact Community Manager Stephen Spector Stephen@openstack.org Asset Community Building Commercial Use Wordmark Link Logo “Get OpenStack” OpenStack Logo * Signed Agreement required Unmodified OpenStack Marketing Materials (under creative commons) Co-branded marketing materials N/A Signed Agreement required OpenStack Cloud n/a Signed Agreement Required Built with OpenStack n/a Signed Agreement Required Built for OpenStack n/a Signed Agreement Required Just follow the guidelines and you’re good to go *Email logo@openstack.org to request logo
  13. 13. Process for using the OpenStack Logo ‣  Email logo@openstack.org [Stephen Spector will monitor] ‣  For Non-Commercial use, you will receive the high rez logo and a copy of the guidelines ‣  For commercial use, applicable agreement will be sent for signature
  14. 14. A Signed Agreement? ‣  The agreements are needed to protect the trademark, outlining basic requirements for commercial use. ‣  If the trademark is unprotected, all of the OpenStack community’s hard work to create meaning will be lost. ‣  All agreements will be public, short and sweet ‣  Technical requirement will be defined by the Project Oversight Board with input from the Advisory Board
  15. 15. OpenStack Marketing Building the OpenStack brand together
  16. 16. What does OpenStack mean?
  17. 17. + Community
  18. 18. Community +
  19. 19. + Community Technology
  20. 20. creating open source software to build public and private clouds
  21. 21. Software to provision virtual machines on commodity hardware at massive scale Software to reliably store billions of objects distributed across commodity hardware OpenStack Compute OpenStack Object Storage creating open source software to build public and private clouds
  22. 22. Values of the OpenStack Brand
  23. 23. Keys to Building our Brand ‣  Consistent identity (logo, colors, collateral, quality of marketing materials and other identifying graphic material) ‣  Common language (slogan, descriptors, key messages) ‣  How we generally interact with the market, press/analysts, customer experiences ‣  Work together to create stronger" voice and generate awareness
  24. 24. Working Together ‣  Leverage resources and brainpower of the community! ‣  Proposal: Volunteer ‘marketing council’ ‣  Resources, time and ideas needed, not necessarily $$ ‣  Email list and monthly calls to coordinate ‣  Global support needed ‣  Contact Lauren Sell to stay involved lauren@openstack.org
  25. 25. OpenStack.org ‣  Help make OpenStack.org the destination for the community and potential users/adopters ‣  Contribute to the blog, Flicker, YouTube channel, highlight community members, [your] developers and users ‣  Community events calendar coming
  26. 26. Marketing/PR Campaigns ‣  Materials - Case studies, whitepapers, datasheets, presentations, one-pager ‣  Press announcements – spikes around releases in January, April and major events ‣  Analyst relations – joint briefings, coordination, sharing feedback ‣  Deployments, case studies and experiences key! January release – enterprise ready 2011 Marketing spikes July - OSCON April release – public cloud scale
  27. 27. Events & Conferences" ‣  Organize regional ‘Stackups’ ‣  Joint speaking opportunities, coordinate CFPs ‣  Collateral, presentations, give-aways ‣  Community events calendar ‣  Work together to ‘own’ a show ‣  Seeking global events
  28. 28. Tentative 2011 Conference Schedule
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