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It's time for the community to take charge of its brand

Jun 05, 2009, 13:34 (6 Talkback[s])

"From the perspective of brand management, Open Source is a failed re-branding effort over which its creators lost control, followed by brand degradation through abuse and over-extension into areas such as business and development models. This has become another beginner's mistake in Free Software, as highlighted in "What makes a Free Software company?".

"In a recent article, Jeroen van Meeuwen raised the point of brand awareness, and the fact that a brand can never be strictly controlled or managed, because it ultimately refers to "anyone's gut feeling" about something. But this does not mean that branding issues should be ignored, because it is possible to influence anyone's gut feeling, as some corporations have demonstrated over the years. But there is no brand manager for Free Software, and there is no communication discipline on issues of brand among the many people, projects, organisations, companies and governmental bodies that make up the Free Software ecosystem."

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