Community / Marketing / UVLC

Street Tested – Ubuntu Slogan

This is our 2nd year hitting up the Vancouver’s Farmer’s Market. We had some wonderful responses, questions, and discussions with those at the market.

In addition to asking, what they thought the new Ubuntu slogan should be we also jotted down a list of the things people wish their computer would stop doing. The number one thing (based on the use of proprietary software) was that there were just too many pop ups,  too frequently. Followed closely by the cost of software packages is expensive. When we told them an entire office suite is included with Ubuntu most really couldn’t believe it. They just kept asking really? Not a trail version or a partial version? How can you do that? (Give me that for free?)

Even though we are giving away free software and membership to the community can see that people are very weary. Asking questions to try and find out the ‘catch’.

Now on to the meat of the post. What you have all been dying to know. Which slogan came out ahead?

Was it Complexity Forgotten.  Or Life Made Easier. Or the Future of OS??

Now with fan fare and drum roll … the release of the New Ubuntu Slogan!

Ubuntu. What is it?

What?? Yes that’s right. That was the slogan said by everyone that came and spoke with me. Now you are thinking maybe I dropped the ball that can’t be right? But the more I think about it – the more it makes sense to a non-Ubuntu user. It’s some what circular in nature and even rhetorical.

After the initial question: Ubuntu. What is it?

We respond with:

Ubuntu is a free and open source software that can replace what you currently use on your computer.

Then the next question is.. So Why are You Here?

I’m part of the community that supports, educates, informs and teaches you about Ubuntu.

Interesting… makes sense.

And then they usually ask again.

Ubuntu. What is it?

They understood the ideas and concept and yet that phrase ‘What is it?’ just sticks in their mind. Ubuntu really is a huge, mind blowing concept to stranger. So I think after you initially answer  the question, its not that the person doesn’t understand a word you said its just that you just blew apart their ‘reality’.  Its like knowing all your life the world is flat and then one day someone proves to you its round.  It takes time for a person to process this and wrap their head around it. Trying to explaining the complexity of Ubuntu in a 5min conversation at a market table really can’t do it justice. So of course our next push is to get you to join the LoCo and come meet more members face to face to start a more in-depth conversation that answers the elusive question.

Ubuntu. What Is It?

The saga continues….


12 thoughts on “Street Tested – Ubuntu Slogan

    • Actually that was the image that most people said made the most sense to them. Kudos Martin! And Thanks for creating that marketing poster!

      Cool! Yes I know its very hard to design something to make it concise and to the point! I’ll contact you privately and we can collaborate! I got a few other events coming up 🙂

      Nice Poster for the Farmer’s Market !- Try this ‘Organic Software’ – lots of people told us they like that one. I used Mozillas image with the people in the egg carton and labelled them (your sister, your best friend, your coworker) people understood that pretty quickly as well when you tell them that Ubuntu is Organic Software ( Explanation: The community behind Ubuntu is made of people thus we are organic -hehe… and its also free trade and sustainable).

  1. Way to go Randall, Thanks for what you and the Vancouver LoCo Team are doing to help spread the word about Ubuntu! I think you should definitely take Martin up his offer, and collaborate together on the design he suggested. Thanks for sharing.

    • My name is Charlene 😉 I like to be behind the camera – Randall is my Marketing Booth Babe for my photos. (hey that’s what he told me I don’t make this stuff up :D) hahahaha

  2. Pingback: Randall Ross: Our New Slogan | Ubuntu Forms

  3. If someone asked me what’s the catch, I’d explain as follows:
    How can the office suit be free?
    – There are several companies, such as Oracle, RedHat, Novel, and IBM,that make operating systems for governments and corporations. In order to be able to compete they need to have a high quality office suit for their operating system, so these companies banded together to make one. By joining forces they can reduce costs. The office suit is therefor not the main product, but just a component that is necessary to make the main product viable. Also, Microsoft deliberately tries to make Office not work with other office programs, and since everyone is already using Office this means a much larger cost for switching than necessary. It therefor makes sense to try to make the alternative as popular as possible on it’s own in order to make switching operating systems less expensive, even if it means giving it away for free. IBM and Oracle also sell commercial versions of the office suit.

    How can the operating system be free?
    – Unlike IBM and Co. who sell expensive contracts to big organizations, Canonical, the company behind Ubuntu, try to appeal to home users. Just like Mozilla and Google give away Firefox and Chrome for free and make money off of advertising, Canonical try to make Ubuntu popular by giving it away for free, then make money on related services such as the integrated app store, the integrated music store, and the integrated file synchronization service. They also make money by selling various related services to businesses, such as certifying hardware and software for compatibility with Ubuntu, selling management tools, and more.

    This is neither a trick nor a charity, just business sense that happens for once to be the most beneficial to us rather than the big corporations.

      • It’s strange how I didn’t think of that, but I still wanted to show how I’d give detailed explanation that hopefully my mom can comprehend, even though does includes words like “operating system”.

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