[Fiware-fiops-filab] Launch of a "Branding Task Force" for a common XIFI/FIWARE strategy toward developers of FI services and application

[Cecchi Maurizio]

Dear all,

following previous messages (see mail below) and further conversation with Monique and Juanjo we all accepted these 4 statements:
 1)  The legal principle that the mentioned brands are formally owned by the 2 projects.  ( We should decide together what this means: owned by all partners of the 2 projects? By the coordinators? )
 2) The stakeholders that we want to address are those mentioned before: the developers of PPPFI services and applications, starting from the SMEs applying through  Phase III projects.
 3) The agreed  common definition of functionalities and added value brought by XIFI and FIWARE elaborating from the text that you described in your email
 4) A common branding strategy, and communication plan addressing the mentioned stakeholders

 To achieve this  a "Branding Task Force" it is launched.
It is formed by Juanjo, myself, Monique, Nuria, Angeles Tejado (Ogivil) and Federico Facca.
This Task Force will start on 2 basic assumptions:

-          1) Previous communication investment on FILAB should be preserved: future communication strategy and materials will be an evolution from what has been done in the past

-          2) The contributions from FIWARE and XIFI projects should be always clearly stated in all communication/dissemination initiatives and materials
Because of the complexity of this action all the 6 members are asked to participate directly without any specific leadership; specific initiatives and related responsible experts will be decided case by case by the Task Force in the future planning
Regards
Maurizio


Da: Cecchi Maurizio
Inviato: martedì 12 novembre 2013 13:10
A: fiware-fiops-filab at lists.fi-ware.eu
Oggetto: Common XIFI / FIWARE branding strategy toward developers of FI services and application

Dear Juanjo,
 I agree that we should build a common "Branding Task Force" : external developers - especially those that will be involved trough Phase III projects - must feel the  PPPFI program as a unique source, with same messages and a unique  entry point (portal).
 As discussed in the PPPFI Steering Board and decided in the XIFI Management Board the agreement on the branding is based on:
 1)  The legal principle that the mentioned brands are formally owned by the 2 projects.   We should decide together what this means: owned by all partners of the 2 projects? By the coordinators? By all participants of the PPPFI?  This last alternative has been proposed by you in the PPPFI SB, but it seems unrealistic because of the large number of entities involved.
 2) The stakeholders that we want to address are those mentioned before: the developers of PPPFI services and applications, starting from the SMEs applying through  Phase III projects.
 3) The agreed  common definition of functionalities and added value brought by XIFI and FIWARE elaborating from the text that you described in your email
 4) A common branding strategy, and communication plan addressing the mentioned stakeholders
 To achieve this I propose a task force formed by you, myself, Monique, Nuria, one representative of Ogivil and Federico Facca.
And I would suggest  Monique, as senior expert in this field,  leading the operational aspects related to branding and communication (including material to be produced, icons, etc.) having Ogivil  as main communication and graphics  support.
I don't think that we need a voting/decision policy, because if there are strong disagreement we can forget a common branding strategy, but close collaboration of the Branding Task Force would/should ensure to final converge to common decisions and plans.
Cheers,
 Maurizio

Da: fiware-fiops-filab-bounces at lists.fi-ware.eu [mailto:fiware-fiops-filab-bounces at lists.fi-ware.eu] Per conto di Juanjo Hierro
Inviato: martedì 12 novembre 2013 01:59
A: fiware-fiops-filab at lists.fi-ware.eu
Oggetto: [Fiware-fiops-filab] Messages to be delivered regarding FI-WARE/FI-OPS/FI-LAB brands

Hi all,

  I welcome you to this list which will be used to support daily work within Task Forces dealing with marketing of the FI-WARE/FI-OPS/FI-LAB brands at identified events.

  The first of these Task Forces have to do with marketing of those brands in the Smart City World Expo event in Barcelona taking place on November 19-21.

  One fundamental axiom we should build our messages upon is that we should never talk about projects.   We should develop our marketing messages around products/results.   Projects will end sooner or later (indeed sooner than later) while we expect that products/results are there to stay.     The brands that are relevant for us (FI-WARE, FI-OPS and FI-LAB) refer to products/results and are there to stay even once our respective projects have ended.

  The following is a summary of key messages that I believe we can bring and we should be aligned with:

 *   Generic messages (not linked to Smart Cities):
    *   FI-WARE refers to the technology that application developers can use to build Future Internet applications (i.e., target audience of FI-WARE are application developers)
    *   FI-OPS refers to the tools that FI-WARE Instance providers can use to operate FI-WARE Instances (i.e., target audience of FI-OPS are Platform Providers)
    *   FI-LAB is the cornerstone element of the open innovation ecosystem that we aim to build.  It is the meeting point that allow application developers (with special attention to entrepreneurs) to meet application sponsors (those who wanna invest on applications or acquire them to run their business or offer those applications to their customers) and viceversa
    *   FI-LAB is a FI-WARE Instance deployed over a number of datacenter nodes distributed and federated across Europe.  As such, is an example where FI-WARE and FI-OPS are put at work:
       *   FI-WARE technologies are made available to application developers in FI-LAB for experimentation/testing/trialing
       *   FI-OPS tools are being used by the organizations operating FI-LAB nodes in order to run their operations effectively

 *   Specific messages linked to Smart Cities to be delivered in the Smart City World Expo (note that some of these messages may be extrapolated to other specific vertical sector such as Smart Agrifood, Smart Logistics, etc)
    *   FI-WARE and FI-OPS together bring the core enablers and operation support tools of a target Smart City platform.
    *   FI-WARE technologies will ease development of:
       *   innovative solutions helping cities to manage their services more efficiently (e.g., garbage collection, furniture maintenance, etc)
       *   innovative application/services that can be delivered to citizens (e.g., application that ease car driving or usage of public transport in the city)
       *   portals/platform for publication of Open APIs and Open Data that developers can use to develop applications
    *   The FI-OPS suite of tools will ease operation of a Smart City platform based on FI-WARE technologies
    *   Cities can connect to FI-LAB putting their open data at work within that space:
       *   Entrepreneurs can use the open data available in FI-LAB to build innovation solutions and application/services they can showcase to cities
       *   Cities can make a deal with entrepreneurs showcasing the most interesting solutions or application/services
    *   By connecting to FI-LAB, cities can benefit from the visibility and promotion (marketing campaigns, success stories) planned for that space
    *   There is no open innovation ecosystem a single city can build on their own: FI-LAB offers cities the opportunity to join forces and gain the necessary scale and level of awareness among the wide community of developers

  I would go for designing a number of slogans/messages as well as marketing materials (posters, design of space in the stand) targeted to Smart Cities to integrate in our stand.  Can Ogilvy and those who XiFi designate make some first proposals ?

  Messages should be appealing and easy to understand by City policy makers or press media.   The above messages should be fine tuned in this respect.   Focus should be in FI-LAB, because it is rather tangible and it brings a differential value, but the messages explaining what is FI-WARE and what is FI-OPS should be present somewhere.   After all, FI-LAB is just for experimentation: a city has to build or use a production-level FI-WARE Instance, operated using the FI-OPS suite of tools, where it can port solutions and application/services once they have been tried in FI-LAB.

  Regarding logos, we need to close:

 *   what icon will be used for FI-LAB (Ogilvy)
 *   what slogan will be used for FI-LAB - "The dream comes true" ? (Ogilvy)
 *   what icon will be used for FI-OPS (who from XiFi ? ... Ogilvy could make a proposal if that works for XiFi but I don't want overrule XiFi here)
 *   what slogan will be used for FI-OPS (someone from XiFi as above)

  Ogilvy are the experts, but I understand that while icons and slogans can differ among the different brands, typography, colors and other branding material (e.g., ribbons) should be common to ease understanding that we are talking about a set of related brands.

  Best regards,


-- Juanjo



-------------

Product Development and Innovation (PDI) - Telefonica Digital

website: www.tid.es<http://www.tid.es>

email: jhierro at tid.es<mailto:jhierro at tid.es>

twitter: twitter.com/JuanjoHierro



FI-WARE (European Future Internet Core Platform) Coordinator

and Chief Architect



FI-PPP Architecture Board chairman



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