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If you build it, they might come. We all want our open source projects to be widely adopted, but competition in the open source landscape is fierce. Reaching levels of notoriety and adoption akin to the likes of Linux, Rails, or WordPress is increasingly challenging amongst today's volume of seemingly never-ending options. How do you differentiate in a way that is meaningful? It's really about building a 'who', not just a 'what'. Bree Thomas (@BreeThomas33) is a Developer at iTriage, and a recent graduate of gSchool by Jumpstartlab. She has a background in Brand Strategy/Marketing and blogs about experiences in both development and marketing at: http://www.nooblife.com/ and http://www.thebratblog.com/. Help us caption & translate this video! http://amara.org/v/FGZQ/
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In her talk 'Branding for Open Source Success,' Bree Thomas addresses the challenge of standing out in the crowded open source landscape. She emphasizes the importance of branding, which she defines not just in terms of products, but as a representation of beliefs and community engagement. Key points include: - **Understanding Brand**: Thomas begins by defining what a brand is, showcasing major brands like Nike and Apple. She notes that strong brands convey beliefs and create communities around those beliefs. - **Community Building**: With increasing competition, just having a good product is insufficient. Brands must foster communities and engage with users meaningfully. - **Building Your 'Who'**: Thomas teaches that while developing your open source project ('what'), it's equally important to define 'who' you are as a brand. - **Framework for Brand Structure**: She introduces a simple framework: defining 'Why', 'How', and 'What' a project represents, urging projects to articulate their culture and beliefs clearly. - **Practical Application**: Thomas illustrates her points using the open source projects Amber and Ghost, explaining how they embody specific values and characteristics that attract users. - **Exorcism Case Study**: Using Exorcism, a crowd-sourced code review platform as an example, Thomas demonstrates the ideation process, showing how to identify key differentiators and values to craft a relatable personality and mission statement. - **Marketing Strategy**: Finally, Thomas discusses how to communicate this identity through various mediums while maintaining a consistent voice and story. In conclusion, Thomas argues that branding is about creating relationships and a community around shared beliefs, ultimately helping make projects resonate with users and contributors alike.
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