[Linux-aus] Re: linux.conf.au name change

[Rusty Russell <rusty@rustcorp.com.au>]

On Tue, 2006-09-19 at 11:53 +1000, Jeff Waugh wrote:
> <quote who="Rusty Russell">
> 
> > 1) The name linux.conf.au has international recognition.  This has been
> > built up with over five years by the continuous efforts of organisers.  It
> > allows us to get high-profile speakers, attract attendees, and makes
> > people read headlines which contain the phrase "linux.conf.au".
> 
> A coherent rebranding effort can alleviate this problem.

Yes.  LA has two resources: money and the LCA brand.  So you'd need to
be serious.  You'd hire a brand consultant and craft a plan.  You can't
change brands for Sydney, because it's far too late and you've already
signed sponsors to linux.conf.au.  So you'd announce the new brand at
the coming conference, which is the only place to reach the majority of
people who need to know anyway.

You spend the next year using "Glasnost (linux.conf.au)", and formally
bury the old name in Melbourne in 08.

By 2009, your new brand could be at the level of the old one for those
who know the conference.  But for people hearing it for the first time,
it's a weaker name.  People have some idea what linux.conf.au could be.
But we've spent a lot of resources in changing it.

If there were a name *so* great that people were eager to spend the
effort, it might be worth it.  But I don't think such a thing exists,
and the transition pain, even ignoring the risk, is so great that it's
fantasy to consider it.

Every conference team has crazy ideas.  It's fun, but there are lots of
real things to do.

Rusty.
-- 
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