[Desktop_architects] Desktop Linux marketing slogans

John Walicki walicki at us.ibm.com
Thu Jan 17 22:46:08 PST 2008


>John Walicki wrote:
>                     Apple can spend $100M on their commercials, the
>LF isn't in a position to do that.  However, we can develop a message
>and promote it through the press/media.  Jim agreed to help us on
>that.  The industry consortium model aka "Got Milk?" is what we're
>after.  Instead of promoting a Ubuntu/SLED/Fedora/RedHat/Xandros/etc
>brand, we need a witty, catchy Linux Desktop message.

Ok - There have been a good number of witty Linux Desktop slogans bantered 
around.  I consolidated them here in no particular order, attribution is 
available in the archive.

"Think Linux Think Freedom"
"Open Source Makes Sense"
"Desktop Linux, Not your Fathers Windows"
"Secure your Desktop with Linux"
"Experience Linux"
"Life, Liberty and Linux"
"Break Free with Linux"
"Got Choices?"
"Got Choice?"
"Got Options?"
"You've Got Choices!"
"You've Got Options!"
Free Yourself: From Restrictive Licensing
Free Yourself: From High Costs
Free Yourself: From Closed Source
"It's a choice, not just a product. Linux."
"Linux. A choice, not just a product."
"Got cornered?"
"Got stuck?"
"Got another plan?"
"Got a window of choice?"
"Got Linux?"
"Need options?"
"Need a new vista?"
"Need a choice?"
"Need a change?"
Linux is Your Choice
Your Linux is ready
Free Your Desktop, Choose Linux
More Choice for Less Cost, Linux
Unchain your Desktop with Linux

Dozens more are available here:
http://www.angesagter.de/fread.php?fid=6&fpg=193&tid=52113

Clearly some are funnier than others and caused a good chuckle this 
evening.  Linus nailed it in great context and Scandinavian dietary humor 
with "Got Herring?". I don't think we'll sell too many Linux desktops with 
that slogan however...

I tend to agree with Steven VN's / Scott Preece's comments about 
slogans/campaigns.   Getting it right is much harder than it seems. 
Afterwards we can all say "I could have thought of that" but in truth, a 
short slogan incorporating a set of Free ideals, Linux Desktop value 
statements in a catchy phrase is never easy.  Having worked with enough 
trademark and copyright lawyers, all of the simple slogans are taken. When 
was the last time you saw a catchy IBM product name...

I've also suffered through enough left brain marketing brainstorming 
sessions that you don't start with the slogan.  The first step is to list 
a set of ideas you want the intended audience to hear/feel.  "Free, 
Freedom, Choice, Options, Open".  Who is the intended audience we're 
trying to reach?  The mass market or the technically I/T savvy? etc etc. 

Scott Preece wrote:
>Do agencies do pro bono work for NFPs, the way law firms do?
Interesting idea.  Looks like Orion had the same thought.

Orion Alexander wrote on 01/18/2008 12:45:57 AM:
>
> I have spoken with 2 agencies off the record and a couple of 
> marketing specialists I know. I think we could put together a call 
> for pro bono proposals as there are many people that believe deeply 
> in what Linux stands for.
> 
> I suggest that we put out a formal document that specs out in 
> general terms what we are looking for. This document should include 
> information on campaign  goals and intended audience. We could then 
> put together a review committee to short list proposals for review 
> by the entire group. I am sure there would be many responses and we 
> would end up with a very compelling message.
> 
> Thoughts?

Yes! With expert marketing help, I'd be happy to work on this with you. 
That should be the next step.

-- John Walicki


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