Professional Documents
Culture Documents
3. External Resources
Recruit and manage third party design and related firms as well as internal
design
resources.
Develop, maintain and manage critical supplier relationships
4. Team Management
Supervise and inspire the creative team
Develop new and improve existing systems and processes to work effectively
Oversee all creative projects (responsible for the overall quality of work
produced by the
Creative Division)
Ensure that the right talent is appointed.
5. General Duties
Must be willing to perform any other reasonable and lawful duties as assigned
by the
management and ensure that it is performed on time and correctly.
3. General
Must be prepared/willing to do any reasonable and lawful instruction/task and
BACKGROUND
Who is our target group? What are their demographics? Psychographics?
Who are our competitors and what do they do particularly well?
Who are our "mindset" competitors that we need to overcome? (For example, "I think
Drupal has a steep learning curve.")
What is it that Drupal does so well? How are we better than any other similar product?
2.
DEFINE SUCCESS
What is our definition of true success for Drupal? How do we measure it?
What is the distance between where we are today and that success?
3.
POSITIONING
Now that we know the target group and our success definitions, we need to get down to
the positioning of our product and community.
What are the key motivations for our target group? Rank them from highest to least.
What is the highest ranked motivation that Drupal can fill?
What is the most powerful supporting characteristic of Drupal that proves that Drupal can
fulfill that motivation?
What is the most accurate personality with which our brand can speak those supporting
characteristics?
Finally, write the core positioning statement.
4.
the logo, tagling, typeface/s, signage, presentation templates, website design, colors,
sounds, welcome email, ads, trade shows, press releases, etc.
Here's the key: every single branding element that we produce has to feed the
core positioning statement. Not kind of or sort of, it has to speak directly and
clearly to one thing. By doing this, each dollar spent (or time) is worth
increasingly more than each previous dollar. THAT'S HOW BRANDING WORKS!!
It's the cumulative value that is put into a brand over time that makes
McDonalds, Apple, Porsche, etc. all worth so much. Not a one-time effort on a
logo or some collateral.
Hopefully, you can see that this foundational work is critical and can greatly enhance the
outputs. Get the positioning statement right and the rest flows naturally and easily. There
is a lot of detail to this process that I'm leaving out or we'll really get bogged down. I
know that I'm going to need to shepherd us through it. I will do my best to follow the
Drupal collaborative way.
I'm curious to hear your comments and questions. Go ahead and see if you can answer
some of the sections I talked about. Let's see where we are.