| Subject | Re: Firebird's slogan |
|---|---|
| Author | paulruizendaal |
| Post date | 2005-04-11T01:00:13Z |
--- In Firebird-general@yahoogroups.com, "Roman Rokytskyy"
<rrokytskyy@y...> wrote:
done well, it works.
Several people have pointed out that it is very difficult to capture
the full truth in a few words. This is true. At best you can only
capture the essence in a slogan. The rest will have to be built up as
a pyramid of messages.
As an example:
"Firebird SQL: We build Excitement"
How?
- We build exciting software
- We build an exciting experience
Why is our software exciting?
- It is architected to be both fast and reliable
proof: MGA architecture
proof: 20 year track record
proof: leading software houses use it
- It is future-proof
proof: the installed base is millions
proof: the developer community is large and active
proof: roadmap with FB2, Vulcan, Fyracle, ...
- It has a full, mature driver set
proof: JDBC3 driver passing full test suite
proof: only OS DB with a mature .Net driver
proof: mature ODBC3 driver
Why is the experience exciting?
- You do not need to worry about data loss and crashes
proof: high quality QA process
proof: careful-write design
proof: used in financial institutions
- It is easy to use
proof: designed to self tune
proof: very few config parameters
proof: one-click install sequence
proof: single file db possible
- The community is fun
proof: read the slogan thread
proof: ...
etc. etc.
The point is that working down from a slogan that captures most of
the essence, there is a whole pyramid of layered meaning to define
and communicate. You do that with a few items at a time and each item
over and over again. If we do that well, the word "Firebird" will
become synonymous with all the intended benefits in the mind of the
developer. Mass marketing is hard work.
Paul
<rrokytskyy@y...> wrote:
>These type of things have been used in mass marketing before, and if
> What about few slogans that would change in time:
>
> 1. Firebird SQL server: Embedded. Workgroup. Enterprise.
> 2. Firebird SQL server: Everything you need and free for everyone.
> 3. Firebird SQL server: Stability proved by time.
>
> Or maybe a joke?
>
> If airplanes were built the way Firebird is, your own plane would
> fit the pocket and could transport your office building to anywhere
> you like. And for free.
done well, it works.
Several people have pointed out that it is very difficult to capture
the full truth in a few words. This is true. At best you can only
capture the essence in a slogan. The rest will have to be built up as
a pyramid of messages.
As an example:
"Firebird SQL: We build Excitement"
How?
- We build exciting software
- We build an exciting experience
Why is our software exciting?
- It is architected to be both fast and reliable
proof: MGA architecture
proof: 20 year track record
proof: leading software houses use it
- It is future-proof
proof: the installed base is millions
proof: the developer community is large and active
proof: roadmap with FB2, Vulcan, Fyracle, ...
- It has a full, mature driver set
proof: JDBC3 driver passing full test suite
proof: only OS DB with a mature .Net driver
proof: mature ODBC3 driver
Why is the experience exciting?
- You do not need to worry about data loss and crashes
proof: high quality QA process
proof: careful-write design
proof: used in financial institutions
- It is easy to use
proof: designed to self tune
proof: very few config parameters
proof: one-click install sequence
proof: single file db possible
- The community is fun
proof: read the slogan thread
proof: ...
etc. etc.
The point is that working down from a slogan that captures most of
the essence, there is a whole pyramid of layered meaning to define
and communicate. You do that with a few items at a time and each item
over and over again. If we do that well, the word "Firebird" will
become synonymous with all the intended benefits in the mind of the
developer. Mass marketing is hard work.
Paul