The Heartbeat of TYPO3

The heartbeat of

about our brand...

yawn...

One year later and beyond. The mark we connect with.

Now, things will change ...a bit

But first, let’s step even further back

visionInspiring people to sharemissionto jointly innovate excellent freesoftware enabling people tocommunicate

themissingpiece

applicationsvisual identity strategyvision & mission product

applica tionsvisual identity strategyvision & mission product

applications visual identityThe missing piece strategyvision & mission product

applicationsvisual identity brand book strategyvision & mission product

Where wasmy frigginbrandsword?

TheOracle

Archetypalbranding

Creator Caregiver Ruler Jester Regular guy Lover Hero Outlaw Magician Innocent Explorer Sage

Somethingis missing

Becomingstable

Recognising archetypes

Creator Swatch Craft something new Caregiver Amnesty Care for others Ruler Microsoft Exert control Jester Fanta Have a good timeRegular guy IKEA Be OK as you are Lover Häägen-Dazs Find and give love Hero Nike Act courageously Outlaw Harley-Davidson Break the rules Magician Smirnoff Affect transformation Innocent Ivory Retain or renew faith Explorer Bounty Maintain independence Sage CNN Understand their world

Findingourtype

Brand soulSurvey resultsBrand substanceThe physical contemporary truth of the brandCompetitive leverageAnalysis of archetypal activities within competitionKnowing our customersDiscovering the yearnings of our customers

BePr in Co Fle mm xib ou g un ilit ity y d

Functional or value-expressive?Clearly functionalHigh-involvement or low?High for decisionmakers, low for end usersEpisodic or routine?BothExclusively, dominant or portfolio?As dominant brandLevel of attachment?High for decision-makers, low for end usersTrying to hold on - attract users - or expand users overall?Attract users who favour other brands

Building a CMS is about givingothers the power to thrive.

Think about this for2 seconds more...

Building a CMS is about givingothers the power to thrive.

The caregiver archetypeDesire Protect people from harmGoal To help othersFear Selfishness, ingratitudeStrategy Do things for othersTrap Martyrdom of self, entrapment of othersGift Compassion, generousity

Facetsof thecaregiver

Mind SoulBody

BePr in Co Fle mm xib ou g un ilit ity y d

Flexibility › Structure Community › SharingBeing Proud › Excellence

TYPO3 CAREGIVERMind StructureSoul SharingBody Excellence

Mind: Bring structure to the worldThe intellectual reason for the brand to exist. How we differentiate the brand in themind of the person experiencing TYPO3. Providing structure to the world, making toolsfor communicating, building blocks for creating something powerful.Soul: Sharing & caringThe emotions we put into our products and the emotions we like to evoke within thepeople experiencing TYPO3. Long-standing values embedded into the organization,sharing, caring, generousity, empathy, kindness. We are not kings that instill comfortthrough control or jesters looking to evoke fun, yet a caregiver with idealistic hopesand lots of ambition on behalf of everyone we interact with.Body: Pursuit of excellenceHow we materialize our thinking. Our products and the experiences people have withthem. Connects with our mission statement, to jointly innovate excellent free softwareenabling people to communicate. It is our constant strive for our excellence,the ambition of the caregiver, nurturing excellent performance.

Structured Mind“I can build something powerfulwith these bricks”

Sharing Soul“I’m smiling whenthey are thriving”

Excellent Body“I can see that this outperforms myother choices - it’s excellent!”

Thescript

Rational Need Experiencereason? inspiration? excellence?

Okay,but...

Archetype: CaregiverStructured Mind, Sharing Soul, Excellent Body+Storyline forthe caregiver to play around

Tellingthestory

Enter...

The Story of Obi-Wan KenobiWe know there is evilWe look for the chosen oneThey find us / we find themWe advise to take on the call of fighting evilThey seize the sword (that we made!)We help them battle evilWe smile when they receive the medal

Storybook ofthe year

1. Let’s discuss!2. Brand book pages on typo3.org3. Work on the TYPO3 Story Book of the Year 2012

Thank you

The Heartbeat of TYPO3

by Rasmus Skjoldan on Oct 07, 2011

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The Heartbeat of TYPO3 — Presentation Transcript

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