1. The heartbeat of

2. about our brand...

3. 2005

4. yawn...

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

6. Now, things will change
...a bit

7. But first, let’s step even further back

9. vision
Inspiring people to share
mission
to jointly innovate excellent free
software enabling people to
communicate

10. the
missing
piece

11. applications
visual identity
strategy
vision & mission
product

12. applica
tions
visual identity
strategy
vision & mission
product

13. applications
visual identity
The missing piece
strategy
vision & mission
product

14. applications
visual identity
brand book
strategy
vision & mission
product

15. Where was
my friggin
brand
sword?

17. The
Oracle

19. Archetypal
branding

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

21. Something
is missing

22. Becoming
stable

23. Recognising archetypes

24. Recognising archetypes

25. Creator Swatch Craft something new
Caregiver Amnesty Care for others
Ruler Microsoft Exert control
Jester Fanta Have a good time
Regular 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

26. Finding
our
type

28. Brand soul
Survey results
Brand substance
The physical contemporary truth of the brand
Competitive leverage
Analysis of archetypal activities within competition
Knowing our customers
Discovering the yearnings of our customers

29. Be
Pr in
Co Fle
mm xib
ou g
un ilit
ity y
d

32. Functional or value-expressive?
Clearly functional
High-involvement or low?
High for decisionmakers, low for end users
Episodic or routine?
Both
Exclusively, dominant or portfolio?
As dominant brand
Level of attachment?
High for decision-makers, low for end users
Trying to hold on - attract users - or expand users overall?
Attract users who favour other brands

33. Building a CMS is about giving
others the power to thrive.

34. Think about this for
2 seconds more...

35. Building a CMS is about giving
others the power to thrive.

37. The caregiver archetype
Desire Protect people from harm
Goal To help others
Fear Selfishness, ingratitude
Strategy Do things for others
Trap Martyrdom of self, entrapment of others
Gift Compassion, generousity

38. Facets
of the
caregiver

39. Mind
Soul
Body

40. Be
Pr in
Co Fle
mm xib
ou g
un ilit
ity y
d

41. Flexibility › Structure
Community › Sharing
Being Proud › Excellence

42. TYPO3 CAREGIVER
Mind Structure
Soul Sharing
Body Excellence

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

44. Structured Mind
“I can build something powerful
with these bricks”

45. Sharing Soul
“I’m smiling when
they are thriving”

46. Excellent Body
“I can see that this outperforms my
other choices - it’s excellent!”

47. The
script

49. Rational Need Experience
reason? inspiration? excellence?

50. Okay,
but...

51. Archetype: Caregiver
Structured Mind, Sharing Soul, Excellent Body
+
Storyline for
the caregiver to play around

52. Telling
the
story

53. Enter...

55. The Story of Obi-Wan Kenobi
We know there is evil
We look for the chosen one
They find us / we find them
We advise to take on the call of fighting evil
They seize the sword (that we made!)
We help them battle evil
We smile when they receive the medal

56. Story
book of
the year

59. What

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

61. Thank you