Brand - Revision history

TiberiusB at 21:42, 19 March 2024

2024-03-19T21:42:18Z

TiberiusB at 16:43, 9 February 2024

2024-02-09T16:43:03Z

TiberiusB: /* Co-branding */

2023-10-06T06:04:48Z

Co-branding

TiberiusB: /* Resources */

2023-10-06T06:01:54Z

Resources

TiberiusB: /* Resources */

2023-10-06T06:01:45Z

Resources

TiberiusB at 06:01, 6 October 2023

2023-10-06T06:01:22Z

TiberiusB: /* Branding products */

2023-10-06T05:46:09Z

Branding products

TiberiusB: /* Branding for members of the open value network */

2023-10-06T05:44:39Z

Branding for members of the open value network

TiberiusB: /* Branding for members of the open value network */

2023-10-06T05:43:40Z

Branding for members of the open value network

imported>BenjaminB at 17:29, 25 March 2014

2014-03-25T17:29:04Z

New page

Brand is an important aspect of market share and client relations in modern commerce. It is the imprint of production, which communicates a story of origins and identity in a dense multi-media package. It is often treated as a commodity in itself.

Peer production within a value network may take a different approach. The aim is to efficiently provide context for decisions around trust and collaboration. The 'customer' is seen as an active participant in the brand story and community. This gives rise to challenging considerations for boundary conditions of brand development and use.

Open Value Networks are instantiations of [[Commons-based peer production]]. Their products arise within the commons, which means that the knowledge embedded in them is widely shared. Open Value Networks do not seek market advantage by the control of knowledge, like classical corporations do. They benefit from a higher innovation rate and a shorter time to market that is enabled by open innovation and distributed production. If the open value network succeeds in establishing this basic economic advantage, it may then seek to differentiate from other market players via brand development.

Branding has two important dimensions: branding the network--the field of production--and branding individual [[products]].

=Branding the open value network=
It is important to establish a relation of trust between the consumer and the producer. In the case of peer production via open value network, brand has many shifting dimensions. However, the network is Due to transparency, it is possible for the client or end user to view the entire production record of an item, and infer much more detail about a particular product.

The overarching elements of "brand" for a network may be viewed by:

# What is produced - what types of value are created by the network; which reveals ''how is the network valued by the ecosystem''
# How does it function - what patterns of production and distribution are in play, or ''how do participants collaborate and exchange''
# Why is it there - what motivates contributors to apply and express themselves, or ''how is a coherent story demonstrated in action"

=Branding products=

Individual products and projects within the network can adopt their own distinguishing marks and supportive content. In order to carry the brand of the Network, it may make sense to establish a "quality assurance" board which ensures that products meet minimum basic standards and characteristics of the Network.

=Branding for members of the open value network=
The open value network is an association of individuals, coordinating and collaborating to create and distribute value through a p2p platform, and sharing benefits by using a [[value accounting system]]. Active contributors have a very high degree of autonomy. Some contributors might prefer to have their own brand associated with the brand of the network and of the [[product]] they've contributed to, and this is entirely possible.

=State of the art (Draft)=

'''Actual branding components'''
Extracted from [https://docs.google.com/document/d/1t-qwShuyvm2VSrCVsFEUVfpCBu7qPecdjYzZEyZd6cU/edit# SENSORICA's doc]

* [[Product]] name
* [[Product]]motto/slogan
* [[Product]]logotype (wordmark)
* [[Product]]logo (image)
* [[Product]]colors
* [[Exchange firm]] name
* [[Exchange firm]] logotype (wordmap)
* [[Exchange firm]] logo (image)
* [[Exchange firm]] colors
* Value Network name
* Value Network motto/slogan
* Value Network logotype (wordmark)
* Value Network logo (image/icon)
* Value Network colors

=Challenges=
The open value network has decentralized and distributed communication channels. In order for the brand to be well-formulated and well-communicated the network needs to form a cluster of members that nurture and police the brand.
The should belong to a [[trustee]], which acts as the recipient for all shared resources.

Questions arise around who can speak or act on behalf of the network in a way that reflects on the whole, such as in the media. Some of the ways to address this include specific guidelines in the membership agreement, formal [[governance]] structures and membranes for public broadcast, and via [[reputation system]] which provides tight feedback based on actions of members. Another option is to carefully avoid the presentation of an individual voice speaking for the collective altogether, using only content which has been formally adopted as representative of the whole.

=Resources=

[https://docs.google.com/document/d/1mz6N_m7_24264vwWD9S068bW2rwMknhn9Oajxadd1O8/edit MKT (IGC-HEC) Competition notes]
[https://docs.google.com/document/d/1t-qwShuyvm2VSrCVsFEUVfpCBu7qPecdjYzZEyZd6cU/edit# IGC HEC Marketing]

@@ Line 3: / Line 3: @@
 Peer production within an [[OVN]] may take a different approach. The aim is to efficiently provide context for decisions around trust and collaboration. The 'customer', [[user]], [[prosumer]] or [[sponsor]] is seen as an active [[participant]] in the brand story and community. This gives rise to challenging considerations for boundary conditions of brand development and use.
-[[OVNs]] are instantiations of [[Commons-based peer production]]. Their [[deliverables]] (can be [[products]]) arise within the [[commons]], which means that the knowledge embedded in them is widely shared. [[OVNs]] do not seek market advantage by the control of knowledge, like traditional corporations do. They benefit from a higher innovation rate and a shorter time to [[disseminate]] / [[distribute]] / deliver (or to [[market]]) that is enabled by open innovation and distributed production. If the [[OVN]] succeeds in establishing this basic economic advantage, it may then seek to differentiate from other players via brand development.
+[[OVNs]] are instantiations of [[Commons-based peer production]]. Their [[deliverables]] (can be [[products]]) arise within the [[commons]], which means that the knowledge embedded in them is widely shared. [[OVNs]] do not seek market advantage by the control of knowledge, like traditional corporations do. They benefit from a higher innovation rate and a shorter time to [[disseminate]] / [[distribute]] / deliver (or to [[market]]) that is enabled by [[open innovation]] and [[peer production]]. If the [[OVN]] succeeds in establishing this basic economic advantage, it may then seek to differentiate from other players via brand development.
-Branding has two important dimensions: branding the network--the field of production--and branding individual artifacts (or [[products]]).
+Branding has two important dimensions: branding the network, [[project]] or [[venture]] and branding individual artifacts (or [[products]]).
-=Branding the open value network=
+=Branding the OVN=
-It is important to establish a relation of trust between the end user/prosumer/consumer/client and the producer. In the case of peer production via [[OVN]], brand has many shifting dimensions. However, the network is Due to transparency, it is possible for the end user/prosumer/consumer/client to view the entire production record of an item, and infer much more detail about a particular [[deliverable]].
+It is important to establish a relation of trust between the end user/prosumer/consumer/client/partner and the producer. In the case of [[peer production]] via [[OVN]], brand has many shifting dimensions. However, the network operates [[Transparency||transparently]] and it is therefore possible for the end user/prosumer/consumer/client/partner to view the entire production record of an item, and infer much more detail about a particular [[deliverable]].
 The overarching elements of "brand" for an [[OVN]]  may be viewed by:
-# What is produced - what types of value are created by the network; which reveals ''how is the network valued by the ecosystem''
+# What is produced - what is created by the network; which reveals ''how is the network valued by the ecosystem''
-# How does it function - what patterns of production and distribution are in play, or ''how do [[participants]] collaborate and exchange''
+# How does it function - what patterns of production and distribution/dissemination are at play, or ''how do [[participants]] collaborate''
-# Why is it there - what motivates contributors to apply and express themselves, or ''how is a coherent story demonstrated in action"
+# Why is it there - what motivates [[contributors]] to apply and express themselves, or ''how is a coherent story demonstrated in action"
-=Branding products=
+=Branding artifacts=
-Individual [[products]] within the [[OVN]] can adopt their own distinguishing marks and supportive content. In order to carry the brand of the Network, it may make sense to establish a "quality assurance" board which ensures that [[deliverables]] meet minimum basic standards and characteristics of the Network.
+Individual [[products]] within the [[OVN]] can adopt their own distinguishing marks and supportive content. In order to carry the brand of the Network, it may make sense to establish a "quality assurance" body and process which ensures that [[deliverables]] meet minimum basic standards and characteristics of the Network.
-NOTE: not all fruits of [[OVNs]] are canned and distributed as products through the market. Some will be disseminated as DIY open source designs and materialized locally by the end user or a third party.
+NOTE: not all fruits of [[OVNs]] are canned and distributed as [[products]] through the [[market]]. Some will be disseminated as [[DIY]] [[open source]] designs and materialized locally by the end user or a third party.
-=Branding for members of the OVN=
+=Branding for affiliates of the OVN=
-The [[OVN]] is an association of individuals, coordinating and collaborating to create and distribute value through a p2p platform, and sharing benefits by using a [[contribution accounting system]]. [[Active contributors]] have a very high degree of autonomy. Some [[contributors]] might prefer to have their own brand associated with the brand of the network and of the [[product]] they've contributed to, and this is entirely possible.
+The [[OVN]] is an association of individuals, coordinating and collaborating to create and distribute/disseminate valuables through a p2p platform, and sharing benefits by using a [[contribution accounting system]]. [[Active contributors]] have a very high degree of autonomy. Some [[contributors]] might prefer to have their own brand associated with the brand of the network and of the [[product]] they've contributed to, and this is entirely possible.
 =State of the art (Draft)=
@@ Line 46: / Line 46: @@
 =Co-branding=
-There could be cases where an OVN conjugates its brand with another brand, of another OVN or any other type of organization. One example is "X (made by [[Sensorica]])", X can be an open source DIY hardware brand, belonging to an online community of OSH designers. This is analogous to "IBM, Intel inside". Sensorica has implemented this co-branding strategy in the [https://www.sensorica.co/ventures/fabrication Local Fabrication venture]. When it comes to fabrication, the Sensorica brand speaks about ''fair'', ''transparent'', ''open'', ''local''.
+There could be cases where an [[OVN]] conjugates its brand with another brand, of another [[OVN]] or any other type of [[organization]]. One example is "X (made by [[Sensorica]])", X can be an [[open source]] [[DIY]] hardware brand, belonging to an online community of OSH designers. This is analogous to "IBM, Intel inside". [[Sensorica]] has implemented this co-branding strategy in the [https://www.sensorica.co/ventures/fabrication Local Fabrication venture]. When it comes to fabrication, the [[Sensorica]] brand speaks about ''fair'', ''transparent'', ''open'', ''local''.
 =Challenges=
-The OVN has decentralized and distributed communication channels. In order for the brand to be well-formulated and well-communicated the network needs to form a cluster of members that nurture and police the brand. The brand can belong to a [[trustee]], a [[Custodian]], which acts as the recipient for all shared resources.
+The [[OVN]] has decentralized and distributed communication channels. In order for the brand to be well-formulated and well-communicated the network needs to form a cluster of members that nurture and police the brand. The brand can belong to a [[trustee]], a [[Custodian]], which acts as the recipient for all shared resources.
 Questions arise around who can speak or act on behalf of the network in a way that reflects on the whole, such as in the media. Some of the ways to address this include specific guidelines in the membership agreement, formal [[governance]] structures and membranes for public broadcast, and via [[reputation system]] which provides tight feedback based on actions of members. Another option is to carefully avoid the presentation of an individual voice speaking for the collective altogether, using only content which has been formally adopted as representative of the whole.
 =Resources=

@@ Line 1: / Line 1: @@
 Brand is an important aspect of market share and client relations in modern commerce. It is the imprint of production, which communicates a story of origins and identity in a dense multi-media package. It is often treated as a commodity in itself.
-Peer production within an [[OVN]] may take a different approach. The aim is to efficiently provide context for decisions around trust and collaboration. The 'customer', [[user]], [[prosumer]] or [[sponsor]] is seen as an active participant in the brand story and community. This gives rise to challenging considerations for boundary conditions of brand development and use.
+Peer production within an [[OVN]] may take a different approach. The aim is to efficiently provide context for decisions around trust and collaboration. The 'customer', [[user]], [[prosumer]] or [[sponsor]] is seen as an active [[participant]] in the brand story and community. This gives rise to challenging considerations for boundary conditions of brand development and use.
 [[OVNs]] are instantiations of [[Commons-based peer production]]. Their [[deliverables]] (can be [[products]]) arise within the [[commons]], which means that the knowledge embedded in them is widely shared. [[OVNs]] do not seek market advantage by the control of knowledge, like traditional corporations do. They benefit from a higher innovation rate and a shorter time to [[disseminate]] / [[distribute]] / deliver (or to [[market]]) that is enabled by open innovation and distributed production. If the [[OVN]] succeeds in establishing this basic economic advantage, it may then seek to differentiate from other players via brand development.
@@ Line 13: / Line 13: @@
 # What is produced - what types of value are created by the network; which reveals ''how is the network valued by the ecosystem''
-# How does it function - what patterns of production and distribution are in play, or ''how do participants collaborate and exchange''
+# How does it function - what patterns of production and distribution are in play, or ''how do [[participants]] collaborate and exchange''
 # Why is it there - what motivates contributors to apply and express themselves, or ''how is a coherent story demonstrated in action"

@@ Line 46: / Line 46: @@
 =Co-branding=
-There could be cases where an OVN conjugates its brand with another brand, of another OVN or any other type of organization. One example is "X (made by [[Sensorica]])", X can be an open source DIY hardware brand, belonging to an online community of OSH designers. This is analogous to "IBM, Intel inside". Sensorica has implemented this co-branding strategy in the [https://www.sensorica.co/ventures/fabrication Local Fabrication venture].
+There could be cases where an OVN conjugates its brand with another brand, of another OVN or any other type of organization. One example is "X (made by [[Sensorica]])", X can be an open source DIY hardware brand, belonging to an online community of OSH designers. This is analogous to "IBM, Intel inside". Sensorica has implemented this co-branding strategy in the [https://www.sensorica.co/ventures/fabrication Local Fabrication venture]. When it comes to fabrication, the Sensorica brand speaks about ''fair'', ''transparent'', ''open'', ''local''.
 =Challenges=

← Older revision		Revision as of 06:01, 6 October 2023
Line 56:		Line 56:

	[https://docs.google.com/document/d/1mz6N_m7_24264vwWD9S068bW2rwMknhn9Oajxadd1O8/edit MKT (IGC-HEC) Competition notes]		[https://docs.google.com/document/d/1mz6N_m7_24264vwWD9S068bW2rwMknhn9Oajxadd1O8/edit MKT (IGC-HEC) Competition notes]
−

	[https://docs.google.com/document/d/1t-qwShuyvm2VSrCVsFEUVfpCBu7qPecdjYzZEyZd6cU/edit# IGC HEC Marketing]		[https://docs.google.com/document/d/1t-qwShuyvm2VSrCVsFEUVfpCBu7qPecdjYzZEyZd6cU/edit# IGC HEC Marketing]

@@ Line 21: / Line 21: @@
 =Branding for members of the open value network=
-The [[OVN]] is an association of individuals, coordinating and collaborating to create and distribute value through a p2p platform, and sharing benefits by using a [[value accounting system]]. Active contributors have a very high degree of autonomy. Some contributors might prefer to have their own brand associated with the brand of the network and of the [[product]] they've contributed to, and this is entirely possible.
+The [[OVN]] is an association of individuals, coordinating and collaborating to create and distribute value through a p2p platform, and sharing benefits by using a [[contribution accounting system]]. [[Active contributors]] have a very high degree of autonomy. Some [[contributors]] might prefer to have their own brand associated with the brand of the network and of the [[product]] they've contributed to, and this is entirely possible.
 =State of the art (Draft)=

@@ Line 18: / Line 18: @@
 =Branding products=
-Individual products and projects within the network can adopt their own distinguishing marks and supportive content. In order to carry the brand of the Network, it may make sense to establish a "quality assurance" board which ensures that products meet minimum basic standards and characteristics of the Network.
+Individual [[products]], [[projects]] and [[ventures]] within the [[OVN]] can adopt their own distinguishing marks and supportive content. In order to carry the brand of the Network, it may make sense to establish a "quality assurance" board which ensures that [[deliverables]] meet minimum basic standards and characteristics of the Network.
 =Branding for members of the open value network=