OERu/Planning/OERu brand strategy document

Initial ideas
Place holder page for drafting the OERu brand strategy document based on brainstorm inputs from the community.

The following team will progress work on refining a brand pyramid:


 * Wayne Mackintosh ([mailto:mackintosh.wayne@gmail.com email]), Director, OER Foundation.
 * Anil Prasad, WikiEducator community volunteer ([mailto:apletters@gmail.com email]) 04:24, 10 March 2013 (UTC)
 * Mark Michalisin, Executive Director of Business Development, Center for Educational Measurement, Excelsior College
 * Jim Taylor, Professor Emeritus, USQ and member of the OER Foundation Board.
 * Robin Day, Chair of the Board of Directors, OER Foundation.
 * Mike Wadell, Director: Communications, Otago Polytechnic.
 * Tori (Victoria) Klassen Director, Communications, BCcampus.

We propose using a three-tier pyramid:


 * Brand attributes (base of the pyramid) which describe the functional characteristics of the OERu brand
 * Brand values which defines the heart of our brand and the external perceptions we wish to project including distinct advantages and points of difference.
 * Brand essence is our singular point of difference which inspires everything we do.

Brand attributes
List and prioritise brand attributes (including a defining sentence or two of the attribute).

Proposed brand attributes

 * Open
 * Affordable
 * Comprehensive
 * Sustainable
 * Supportive

Final brand attributes
After an online polling process of the proposed brand attributes the team will decide and list the final brand attributes

Proposed brand values
List and prioritise brand values (including a defining sentence or two of the attribute)


 * Enrichment
 * Enlightenment
 * Educate

Final brand attributes
After a polling process of the proposed brand attributes the team will decide and list the final brand attributes

Proposed brand essence candidates
The team will propose one or more brand essence concepts and take a decision on how to manage the selection process.


 * Sustainable learning
 * Creating pathways to an affordable higher education