Agenda:

Next steps

• see Branding Plan status
• position statements

• naming
  • Schedule - goal to have name(s) by end of Dec. 2006
    • impact of holidays on schedule might push out the date by a couple weeks.
  • creative process
    • build exhaustive list (see http://www.wordlab.com/tools/t_index.cfm )
    • winnow
    • check for clearances, apply for trademark
    • test
  • relationship of brand (solution) to components (desktop, server, web-app, hosted service, UI elements)
  • trademark/domain clearance/registration in US, international- Budget for expenses
• logo
  • start work when we get to short list of names
  • do we rely only on in-house designers or contract out some work?
  • Budget for registration of logo?
• other creative
  • marketing materials for Preview launch.

use of outside resources -- discussion of Pros and Cons

• Con
  • no budget
  • resources to manage consultants
  • uncertain results

• Pro
  • professional, experienced in narrow focus
  • possibility of pro bono work

Summary

1. branding committee meeting next Mon. to review position statement candidates that Pieter is developing.
2. 4-hr. workshop next Wed. to begin naming exercise (single name for everything) branding committee + ? (other 1/2 days may follow)
3. preliminary naming exercise walk-through with Caroline since she is out of town for 2-weeks the end of Oct.
4. Pieter to prepare a bugdet proposal for branding so we can manage costs (trademark searches, registrations, etc.)
5. Pieter to add "deliverables" to BrandingCurrentStatus page