Slogan Proposal Wiki!

You are viewing a wiki page. You are welcome to join the group and then edit it. Be bold!

If you submit a slogan on this page, put any motivation or link to explain it in the "Log message:" field and not in the body.
If you have to explain a slogan by linking to some other site it's probably bad, but linking to other sites adds extra information so it can be a good idea. If we want to reach consensus it's important to add references.

Just a list of slogans is not going to lead to a new slogan. So it's good if we can work out the underlying issues with the current slogan (maybe there are none?) and what is sought after in a new slogan, and why. It's also important to find out how the slogan could actually be changed.

guaka started a preliminary poll from many of the options below. He left out many options, if you think they should be in there we can do another poll later on, this one is just to see if there it the community that is interested in this clearly has a preference for fewer than 10 options. If we get there we can gain some more momentum on this, consult the main players (Dries, others) and have a more widely announced vote.

Concepts to include in the slogan

  • A CMF as well as a CMS.
  • Extremely flexible.
  • Infinitely extensible.
  • Wildly modular.
  • Unbelievably powerful.
  • Fully Open.
  • Still Free and Libre.
  • Large and active community.

The current slogan

It would be good to get some more information about the current slogan, please add links and info:

  • when was it chosen?
  • why was it chosen?

Why change?

  • "Community Plumbing" is not very clear.
  • "Community Plumbing" doesn't seem widely known as a "Drupal" slogan among non-Drupalistas

Why not change?

Conditions for change?

  • Who needs to agree?
  • Dries?
  • The foundation?
  • Community voting?

guaka started a preliminary poll.

Proposed Slogans

  • Drupal | The Social Publishing Platform
  • Drupal | The open web tool
  • Drupal | Get connected
  • Drupal | Open the web
  • Drupal | Open communication
  • Drupal | Open minds
  • Drupal | Be a part of it
  • Drupal | Unite on the web
  • Drupal | The linux of the web
  • Drupal | Get involved
  • Drupal | Get in contact
  • Drupal | Growing the web
  • Drupal | Community Plumbing
  • Drupal | Hard to pronounce, even harder to explain
  • Drupal | Drops make an ocean
  • Drupal | From drops to oceans
  • Drupal | Drops make oceans
  • Drupal | Free and open source Community Management System
  • Drupal | Open Source CMS
  • Drupal | The only CMS you need (after Netbeans 6 - The only IDE you need)
  • Drupal | You have found your CMS
  • Drupal | High-profile web presence
  • Drupal | Your web presence resolved
  • Drupal | Web presence resolved
  • Drupal | Website for everyone
  • Drupal | Website for folks
  • Drupal | Instant web presence
  • Drupal | For people who make websites (sorry that belongs to alistapart.com)
  • Drupal | Happy publishing
  • Drupal | Happy content management
  • Drupal | Standards based publishing
  • Drupal | Publish Yourself
  • Drupal | Web publishing instant results
  • Drupal | Build your website right this instant
  • Drupal | Website Right Now
  • Drupal | It’s All About Community
  • Drupal | Authority Sites with ease
  • Drupal | User powered platform
  • Drupal | Free CMS for free people
  • Drupal | Content management redefined
  • Drupal | Take control of your content
  • Drupal | The Internet Operating System
  • Drupal | The Linux of the web
  • Drupal | The engine of web 2.0
  • Drupal | Web 2.0 ready!
  • Drupal | The web 2.0 platform
  • Drupal | Harnessing the power of web 2.0
  • Drupal | Users Add Value
  • Drupal | Collective intelligence
  • Drupal | Complex sites with few clicks
  • Drupal | The shortcut to making websites
  • Drupal | The unfair advantage in making websites
  • Drupal | Ultimate web control
  • Drupal | Communicate, Participate, Syndicate
  • Drupal | The web, made to order
  • Drupal | Your web, made to order
  • Drupal | The node is the network
  • Drupal | The web empire construction set
  • Drupal | Powerful, Flexible, Scalable Open Source Content Management
  • Drupal | Web building blocks
  • Drupal | The Web, your way
  • Drupal | More than a CMS
  • Drupal | More than a Content Management System
  • Drupal | Web Construction Kit
  • Drupal | Your web toolkit
  • Drupal | Your engine for the web
  • Drupal | Webtools for the world
  • Drupal | Humanity online
  • Drupal | For online living
  • Drupal | Made by humans
  • Drupal | Control your Content Flow
  • Drupal | Content Management Framework
  • Drupal | Empowering Web Construction
  • Drupal | To democratize web publishing and web development
  • Drupal | Communicate, Collaborate, Participate
  • Drupal | Open source web collaboration and publishing platform
  • Drupal | The developers' choice - (with community/user specific subbrands e.g. XYZ powered by Drupal, the Developers' choice)
  • Drupal | Saving the world, one website at a time
  • Drupal | Golden faucet
  • Drupal | Web development platform for the globe
  • Drupal | The web is what you want it to be
  • Drupal | The web is what you make
  • Drupal | The web you do
  • Drupal | The web you make
  • Drupal | You make the web
  • Drupal | Make the web
  • Drupal | Make your web
  • Drupal | Your life. Your web.
  • Drupal | Live It
  • Drupal | the Steering Wheel of the Web
  • Drupal | Empower. Extend.
  • Drupal | The Web, Empowered
  • Drupal | Flexible framework for powerful ideas
  • Do it with Drupal
  • Drupal | Make your website... better
  • Drupal | Open ideas, open minds, open possibilities, open source!
  • Drupal does it in the open (tongue in cheek).
  • Drupal does it openly (tongue in cheek).
  • Drupal | More than a tool: a community
  • Drupal | Community-powered CMS
  • Drupal | For a better web
  • Drupal | The Web Redefined
  • Drupal | The drop that never stops
  • Drupal | The drop that keeps on dripping
  • Drupal | The world wide app
  • Drupal | A free and open web construction kit
  • Drupal | A foundation, a tool kit, and so much more.
  • Drupal | Plumbing Community
  • Drupal | Blueprints for building communities
  • Drupal | Web Evolution
  • Drupal | Dream It Build It
  • Drupal | Web Engine Technology
  • Drupal | The Web Factory
  • Drupal | We Are the Web
  • Drupal | The Machine's Engine
  • Drupal | Web Dreams :)
  • Drupal | Web Power
  • Drupal | Social Publishing System (from acquia.com's "Acquia Drupal is a commercially supported distribution of the open source Drupal social publishing system.")
  • Drupal | Creating Better Websites
  • Drupal | Change the web, change the world
  • Drupal | Changing the web, changing the world
  • Drupal | Moving the web forward
  • Drupal | Any hotter and it would be steamy.
  • Drupal | The Open Framework for Technology, Community and Humanity
  • Drupal | Building Web Communities
  • Drupal | A Tremendously Flexible Web Builder
  • Drupal | Build Web Flexibility
  • Drupal | Refresh the web
  • Drupal | We Break New Grounds
  • Drupal | Breath The Web
  • Drupal | The Swiss Army Knife for Community Plumbing Only local images are allowed.
  • Drupal | Drupal your business!
  • Drupal | Is everything.
  • Drupal | Can do everything.
  • Drupal | Can do anything.
  • Drupal | Is everywhere.
  • Drupal | Is anywhere.
  • Drupal | Everywhere, Anywhere.
  • Drupal: Infinite Possibilities
  • Come for the software, stay for the community.
  • Community Driven Innovation
  • Drupal CMS | Community innovation
    Drupal Wins Always

Comments

motivation for a new slogan

greggles's picture

I can see two motivations for changing this:

1) Search engines. If you search for "open source cms" (without the quotes) Drupal doesn't do nearly as well as it should. Hopefully the "Powered by drupal" block in D6 will fix that. It's something that no individual Drupal service provider will ever be able to achieve nearly as well as Drupal.org. I don't care too much about this.

2) Users. These are like, the people we care about. We want more of them (really, we do, some people may say otherwise but the community in general benefits from gaining new members and we put a lot of effort towards that). Community Plumbing does not get them excited about Drupal. They see it and are confused. We are a usable project. With each release we make major usability enhancements. Why not make a usability enhancement on something that is one of our most visible facets?

According to http://web.archive.org/web/*/http://drupal.org Community Plumbing was added between may and <a href="http://web.archive.org/web/20020720232212/http://drupal.org/'>june of 2002 (5.5 years ago). Perhaps a community member from back then could enlighten us to the decision process on this (/me imagines some doing it on a whim).

There are certain time-honored traditions which serve our project well (the drop is always moving, code/contributions are gold, join forces with others) but that doesn't mean that they should all be set in stone.

I like Khalid's perspective: let's come up with something that is inspiring and unique but that better expresses what Drupal was, is, and can be.

--
Knaddisons Denver Life | mmm Chipotle Log | The Big Spanish Tour

Community Plumbing

andremolnar's picture

5 years of community plumbing. Just so there is no confusion - It was between may and june of 2002 drupal started plumbing the community.

That said - it isn't the best slogan out there.

Consider the following:
Joomla - open source matters
Mambo - celebrating 6 years of freedom
XOOPS - powered by you
Drupal - community plumbing
Sharepoint - Connecting people, process and information (emphasis theirs not mine)

Say what you will about microsoft - they have really expensive people working on marketing - and it shows.

This is very much a what colour is your bike shed question - so I anticipate a lot of feedback so I wont add to the noise with my personal preference or suggestions.

andre

Sharepoint

BryanSD's picture

I do like SharePoint's slogan, "Connecting people, process and information". If the slogan for Drupal is changed, I hope it is along these lines...a slogan that focuses on the purpose of Drupal and not so much on the features or the development process.

BryanSD
CMS Report

Bryan Ruby
CMS Report

Vote?

thatashok's picture

There are some great slogans in the suggestions list! Are we ready to put something into action? Can we vote? Ask sepeck or dries to decide?

Hmm, data

Amazon's picture

What is it? Who uses it? Why do they use it? What is it going to be?

What is it?
1) Web content management system. It's not really a CMS, because CMS's do a good job managing documents.
2) Web application framework: You can build web applications with it
3) Open source software: yep GPL

Who uses it?
1) 45% privately owned company, 20% NPO, 18% full time consultants, 17% occasional consultants, 15% Education, 13% Student, 8% Public Company, 4% Healthcare, 2.5% Financial services,
2)

Why do they use it?
1) 66.7% community site, 50% Personal blog/homepage, 50% Corporate website, 36% Project or Product website, 31% Intranet, 27% News, 21% Activism, 13% Media website
2a) Developers: TBA
2b) Managers: TBA
2c) Web site developers: TBA
3) 1600 Drupal.org users who provide Drupal consulting services
4) Over 2000 attendees of Drupal learning sessions in 2007

What is it going to be?
1) Linux of the web
2) We started off getting rid of the web master, we've been on track to get rid of web application developer. I think we are heading towards getting rid of the web design. * (Note "getting rid of" means, making non-experts able to do a reasonable job)

So if you are looking for a tag line:
Web content application framework
Community site
Designer
Linux of the web

"Drupal is a community that helps you design web applications."

Note, Drupal is defined as a community, not a website, not software, not documentation, not IRC, not tutorials, not a set of companies, not forums, not emails, not conferences. We are much more.

Kieran

To seek, to strive, to find, and not to yield

New Drupal career! Drupal profile builders.
Try pre-configured and updatable profiles on CivicSpaceOnDemand

The data regarding its use

thatashok's picture

The data regarding its use and user base is very interesting, so big thanks for that!

(The subsequent suggestions are not so exciting though.)
Framework - like Cake/Spring? More development needed to be end-user usable?
Community - Drupal is so much more!
Designer - Visual?
Linux - Not an analogy comprehended by a broad group

There are some fantastic suggestions on the list, and now also KarenS' 'Web construction kit'! Can some decision making begin now? Voting?

No need to hurry. Community

s.Daniel's picture

No need to hurry. Community Plumbing works for 5 years now, the next slogan should probably last longer so a few days or weeks wont make a difference.

Like the direction of 'Web construction kit' too by the way.

No need to hurry, but maybe

thatashok's picture

No need to hurry, but maybe a need to draw the line somewhere? With a topic like this we could brainstorm forever without actually actioning anything. Just trying to find out more on how to get that started.

Update: I had almost forgotten about this thread (looks like the same applies to others). Any thoughts on an decision ETA?

After consideration with all

AainaalyaA's picture

After consideration with all the hype about Social Networking from Facebook to a plethora of others being churned every other day or so, I wrote a short snip about Drupal and slanted it as an SMS* rather than a CMS, and with that in mind I'd say the tagline should at least be considered as..

Drupal | Beyond Social

  • Social Management System

AainaA | www.AainaA.info

AainaA | www.AainaA.info

Community Plumbing actually

BryanSD's picture

Community Plumbing actually works for me. Drupal is ever evolving and expanding, I'm not so sure a "label" such as "Open Source CMS" works well....it seems too limited to capture the essence of Drupal. Buzz words such as "open source", "content management", and "collaboration" may all work today but there is no telling how quickly in a year or two these type of descriptive words will fall out of favor in usage.

I of course wasn't around when Community Plumbing was adopted, but some URLs that reference the slogan can be found:

http://kairosnews.org/its-about-the-community-plumbing-the-social-aspect...
http://kairosnews.org/node/4313

I also thought this comment was enlightening... http://kairosnews.org/its-about-the-community-plumbing-the-social-aspect...

I kept thinking that the name Drupal has to be related to drupe (a fruit type) and drupelet, the little globes that make up blackberries and raspberries, and so it is; the connection to the Dutch word for drop expresses that perfectly. I like the metaphoric connection of packets of info to drops in the plumbing of the net.

BryanSD
CMS Report

Bryan Ruby
CMS Report

Community Plumbing

jjeff's picture

I have to stand up and say that "Community Plumbing" is a horrible slogan, in my opinion. First, is pigeonholes Drupal into the 'community' building hole and I think that it belies Drupal's possibilities as, for example, an event manager or an ecommerce platform.

The other BIG problem with "Community Plumbing" is that it very quickly translates to:

"Public Toilets"

Is that really the best we can do? I think not.

-= Jeff Robbins | Lullabot | Drupalize.me =-

You hit the mark!

sun's picture

Absolutely. Jeff, that's exactly what I always thought about the current slogan and was not yet able to articulate. You spoke for me finally. :)

IMHO, we should stick to the term "content management framework" or even "web application framework". Search for the former and you won't find Drupal within the first 10 pages, although Wikipedia links from its list of content management frameworks. The latter one would be even more applicable, but I think it's too developer oriented.

Daniel F. Kudwien
unleashed mind

Daniel F. Kudwien
unleashed mind

Not a problem :)

andremolnar's picture

Say what you will about Public Toilets - when you really need a toilet you are overjoyed to find one!

andre

You're right a public toilet

yaph's picture

You're right a public toilet is something good. I do like the current slogan, because it is different from the typical cms slogans.

--
Websites: <a href="http://www.seo-expert-blog.com" title="SEO Expert Blog>SEO-Expert-Blog.com | Torlaune.de

"super duper" and silently agree

marcrobinsone's picture

Before I make a new comment, I'd like to congratulate you (Mr. Jeff Robbins) for an awesome interview with Creative Experts. I realized too late that it was released way back June 2006, but I've just heard it last Monday (Philippine Time GMT +8:00). The content still sounds fresh and I think you've done a great job promoting Drupal to new entrants in that podcast session.

Being relatively new to Drupal, a PC user, and half-a-globe away from active Drupal developers, I can't agree more about your comment on "Community Plumbing".

Living in a 3rd-world country and all, I somehow avoid thinking about "toilet bowls" whenever I hear the phrase. However, after getting to know Drupal and most importantly the people promoting it (Jeff Robbins, Lullabot, Dudertown.com, Josh K, Drupal Dojo, & many other cool people) via medium we can avail (podcasts, screencasts & blogs) my anxiety with Drupal faded away. Now I recall Mario & Luigi from the Super Mario World. ;-)

I understand that Drupal have survived a lot and is able to win great awards but, imho Drupal's future edge will no longer just be community building. It's great for a lot of things that newbies like us admire to touch and feel, that is of course, if we'll be able to survive the curve.

A lot of change is happening with Drupal (Mr. Dries' startup, Drupal 6, Drupal being a popular choice at Ohloh.net), but I believe, this simple line of words may/may not change our impression of it all as a community. It amazes me how something like "connecting people, "changing lives", or "hungry for more?" can literally change anyone's perception about something.

I don't know the feeling where you collaborate and meet people with the same passion/craze about Drupal. You even have camps, conferences and podcast-sessions to share with. I may never experience those things but for me, a simple slogan is enough to make me feel connected to people who knows it, even when I'm walking alone in a damp street.


marc.robinsone caballero
http://projects2.apc.edu.ph/~mncaballero/drupal53/

Flush

BryanSD's picture

Jeff, now tell us what you really think of "Community Plumbing". :-)

I suppose what I like about "Community Plumbing" is that when you first hear it, you find that you have to dig deeper into what Drupal actually is. You find out it's more than just a "public toilet" and that is cool. Though, I have to agree with you in that defining Drupal as only a management system for "community" does limit the perception of what Drupal can do.

I've been thinking lately a lot about just the term "content management system". I think with the mashing of various Web applications it is almost more appropriate to begin dropping the "C" in CMS. Many of the CMS out there manage more than just content...where I'm beginning to think in terms of management systems or back to the original "information system". Somehow moving Drupal's slogan away from "collaboration", "content", "community" and something more holistic is needed.

BryanSD
CMS Report

Bryan Ruby
CMS Report

sounds like

marcrobinsone's picture

Although the concepts and proposed slogans would really sound great, I doubt it will sound appealing to most newbies to CMS's.
Imho, I think it the "performance" of Drupal should be a bit implied in the slogans above.

powerful, flexible, and modular --things a developer would want to hear.

I don't know your target market but I bet they'll all give an ear for these slogans. But with a slogan or not, there are still many good reasons to love and grow with Drupal.


marc.robinsone caballero

Can you do a comic strip

hal2's picture

Can you do a comic strip with a plumber going in to fix microsofts computers? Obviously it starts off with a microsoft employee wired up thinking thyeir deal is bigger and better, but still this blue screen has to be fixed, as they need to tell the customer a stock answer to a nonstock problem. Which leads the employee having a convoluted conversation with the plumber, who eventually bangs his head under the table, as he reacts to one the employees stock reactions.
Maybe he's fixing a toilet bowl that is on the screen with a spanner. Make it like its abstract and unreal.

lol. I'll try my best hal.

marcrobinsone's picture

lol. I'll try my best hal. I'm beginning to think how to fit this into comic panels. ;)

slogans make the best out of things

marcrobinsone's picture

Are slogans going to be different for Drupal 6?


marc.robinsone caballero

I'm interested

thatashok's picture

This interesting discussion looks like its set to continue for a while. What happens after all the brain storming? How does the decision finally get made?

general Drupal change process

greggles's picture

In general changing things in Drupal (like most open source projects) takes a lot of discussion, proposals of ideas, and logical debate of those proposals that are hopefully based in some sort of data. Ultimately there is a decision maker who will take the final call. For docs that is Steven Peck, though he delegates pretty broadly. For core code, that is the set of core maintainers who will delegate to module maintainers/specialists. In the case of things like this that are so visible and broad it generally falls to Dries, though he usually follows a mix of his own ideas and the advice of community members who are respected experts for whatever the subject is.

So, we need to go through the proper process for something like a slogan: a bit of brand and a check on community values. Then if we can come up with a set of popular recommendations with a set of logic and reasoning behind them we can propose a few alternatives.

--
Knaddisons Denver Life | mmm Chipotle Log | The Big Spanish Tour

Looks like

thatashok's picture

Looks like suggestions/proposals have slowed. Maybe its time to start discussing decision making?

Something missing

kbahey's picture

We need the most important thing yet ...

Dries should visit here and at least give his blessing to the idea of changing the slogan, then perhaps an endorsement for a few of them.

If he says no change then that is the end of it. We can revisit this in a year.

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

....

sepeck's picture

I like Community Plumbing. It describes Drupal well even now.
I wrote this up a while ago so I wouldn't have to again.
http://www.blkmtn.org/community-plumbing.

Drupal.org is not a profit center. Yet another 'Open Source CMS' sounds like a generic description rather then an unique and identifiable slogan which we already have.

By going it's own path years ago, by doing it's best to stick to standards and learning from mistakes, by building out it's infrastructure, Drupal has continued to advance as the skill, knowledge and expertise of it's community has grown. This has contributed to a growing number of companies and individuals using Drupal without having to change the nature of the community.

In my opinion, those companies should have tag lines that sell Drupal as a service. The Drupal community has somehow managed to grow with it's current slogan, what is this rush to change that which is identifiable to the community? Using negative attacks, as above, to 'prove' or market your your point does not actually make your point better. I'd see going with a 'marketing' slogan as a serious negative thing for this community and it would disturb me greatly becuase then we would start 'seeming' like a business. While it is true, many of you run businesses, many of us do not.

marketing isn't evil

greggles's picture

I think that your dislike for marketing is misplaced. Marketing, done right, will capture not only the best way to broaden our new community but also respect the values we have. We apply "the drop is always moving" to our API - why not our slogan? We must keep an open mind to improvements in order to find one that is fitting. If we decide that community plumbing is best, so be it, but let's do it consciously not just because it's what we've got.

We have grown with the current slogan, but could we be growing better? Of course. There is always room for improvement. Part of improving is identifying areas that need improvement which can only be done with criticism - ideally constructive criticism, but it is criticism all the same.

The wiki page is for new ideas (constructive) the comments are for discussion of the motivation of doing it and for refining the ideas that have been proposed in the wiki(criticism).

Also, there is no rush. Rushed changes tend to be bad ones. I moved this to a working group that is focused on marketing to take it from the "action queue" into the "discussion and decision" queue. If the process takes less than a month I'll be surprised.

--
Knaddisons Denver Life | mmm Chipotle Log | The Big Spanish Tour

I'll add a few to the list.

christefano's picture

I'll add a few to the list. Much of what I think about "community plumbing" is already posted at http://drupal.org/node/160765.

  • Drupal | Communicate, Participate, Syndicate
  • Drupal | The web, made to order
  • Drupal | Your web, made to order
  • Drupal | The node is the network

An addition

bedrock's picture

I like some of the suggestions above, and would prefer those that capture the end results, i.e. what drupal promises to deliver for different people (developers, website managers, marketing and comms people, etcetera) rather than focus on the process or features (as BryanSD notes). There are many reasons why people could choose for drupal as their CMS, but my view is that in the end it is all about allowing people to turn their ideas into working, effective websites. Therefore, I would suggest something along the lines of "Drupal - Powering Website Hits" or "Drupal - Energizing Online Communities". We may also want to consider some market segmentation to come up with different positionings for different groups (e.g. emphasize ease of use for someone who only wants to publish a blog, flexibility and stability to a developer, RoI for the people who control the budget).

more before voting

greggles's picture

I'd like to see some more before voting, but I think some "this style seems good, that seems bad" comments might help guide us towards a solution. Anything with 2.0 in it is out for me. Drupal was doing 2.0 before it was called 2.0 and will likely continue along the leading edge of web technologies. I don't want to tie us into a specific era of web technology. Similarly, one of the things that's wrong with "Community Plumbing" is the community part. Drpual is more than a community tool. So, I also am not a huge fan of slogans that include CMS or "community".

My personal favorite so far "Drops make an ocean". It moves us away from "community" only without further pigeonholing into "framework", it sticks with the water theme without being about plumbing, it communicates the power of the system and the community, if you want to look for hidden meanings there is plenty of space for injecting concepts (i.e. "oceans have tides and currents much like a community site").

--
Knaddisons Denver Life | mmm Chipotle Log | The Big Spanish Tour

Features or philosophy?

Bence's picture

Should we focus on features, or on philosophy in the slogan?
If we focus on philosophy, then my favorite slogan is the "Drops make an ocean". If we focus on features, then my favorites are "You have found your CMS" and "The unfair advantage in making websites".

But I agree that we need more powerful slogans to add into the list before voting.

Although I like it. I don't

catch's picture

Although I like it. I don't think a slogan should have the word "unfair" in it.

"Drops make an ocean", that's quite nice on a number of different levels - even down to "lots of little modules instead of huge monolithic ones" let alone the community aspect.

before voting

christefano's picture

The main reason I find this exercise difficult is because Drupal is both a community and an open source project. "Drops make an ocean" is great for a community but I don't think it makes any sense for a software project. I don't know who proposed that one (why is viewing revisions disabled on a wiki page?) but "Drops make an ocean" is really, really great for a community.

Branding is the art and science about producing an emotion, and while I accept that there isn't another way to do this I really don't think that proposing slogans on a wiki page and bandying about in the comments is the most effective way to come up with a great slogan. This feels a bit too disorganized and myopic to me.

Way, way before we get to voting, I suggest we do what the branding experts actually do and take this conversation to our offices and local Drupal meetups and wherever else. Ask a person who knows about Drupal (but is relatively new to using it) two questions:

  • What are the ten or so qualities in Drupal that come to mind when you think of Drupal?
  • What are the ten or so qualities that other people should have come to mind when they think about Drupal?

The interesting part is seeing which qualities (emotions, really) appear on both lists. This exercise can produce some really interesting results and take a branding campaign in a completely unexpected direction. I polled 7 people around me and 5 of them said that they'd change the name "Drupal" to something else.

There's another idea that I haven't heard anyone mention yet. We could have a rotating slogan that displays a different slogan for each page load. That would eliminate the pressure to come up with one slogan that's better (well, more popular) than the rest. I wrote a module that does this (it was actually for a branding company) that I'd be glad to contribute.

One way to approach the

KarenS's picture

One way to approach the voting is to figure there will be multiple preliminary votes. First, have a preliminary vote to find the most liked and least liked slogans, and be sure to add 'None of the above' for people who hate all of the ideas and think we need to keep working on finding better ones.

Then throw out the least-liked to shorten the list, display the results of the most-liked names to stimulate ideas, but continue to discuss and add others to the list. Then vote again and throw out the least liked names and display the favorites.

Do that a few times before taking a 'final' vote for the favorite.

I've used this technique before and it works well because it helps to keep culling the list of names no one really likes so everyone is focusing on the best ideas. And sometimes seeing a list of the favorite ideas will stimulate even better ones.

Marketing by voting?

Amazon's picture

I am not sure we are going to get a good result by voting.

Let's just keep talking about slogans and pursuing classic marketing exercises for naming and branding to see if we come up with something good. Voting on a marketing slogan feels like voting on table schemas.

Kieran

To seek, to strive, to find, and not to yield

New Drupal career! Drupal profile builders.
Try pre-configured and updatable profiles on CivicSpaceOnDemand

Actually, using a series of

KarenS's picture

Actually, using a series of votes to keep tailoring the list and see which ideas keep bubbling to the top and which ones should be dropped is a classic marketing exercise. I've been involved in branding and naming exercises run by some of the top branding experts in the country, and that's exactly how they do it.

Even asking people to say which ideas they like is 'voting', but it's so informal it's hard to know how to interpret the results.

Anyway, I agree we need to encourage as many ideas as possible, so we can keep talking as long as necessary. I put in my 2 cents, so now I'll keep quiet :)

I like the sound of this

thatashok's picture

I like the sound of this approach. It isn't something I've participated in before, but it makes sense and would be interesting to observe.

Personally I feel the slogan

laura s's picture

Personally I feel the slogan should be directly related to what Drupal is. Slogans about Drops make me think of water filters, and slogans about plumbing, well, that's always been a bit icky to me.

My preference would be towards slogans with descriptive keywords that directly relate to what Drupal is. The slogan won't mean anything to anyone except people who don't know what Drupal is at all. Then it will be perhaps the first thing they consider for more information.

Think about what the hit result for Drupal will look like in Google. That's the first impression for a lot of folks.

Should Drupal come up on searches for plumbers? Or ocean currents? What about content management? Website software? Open Source?


Laura
pingVision, LLC

Laura Scott
PINGV | Strategy • Design • Drupal Development

I really personally agree

monografiaac's picture

i also tended to refuse the relation to plumbing in describing Drupal. I feel it is so much more, so wider that this relation not only blocks a lot of other possibilities but also runs a lot of newbies.

my keyword experiment

marcrobinsone's picture

In my case, the top results are:

Only local images are allowed.

[1]

"An engine suitable to setup or build a content driven or community driven website. Modular design allows flexibility in design."

--Drupal.org
[2]

"Drupal (pronounced /ˈdruːpəl/) is a free and open source modular content management system (CMS) written in the programming language PHP."

--Wikipedia
[3]

"Drupal is software that allows an individual or a community of users to easily publish, manage and organize a great variety of content on a website."

--OpenSourceCMS

Common keywords: "community", "build", "manage", and "content".

In terms of reference volume (Google trends)


The term "cms" --> consistent search volume since 2004
* common searches are from Russia, Denmark, Switzerland, India, Austria, Netherlands, Germany, Poland, Finland and Australia.

The term "content management system" --> search volume is declining gradually
* common searches are from Malaysia, India, Indonesia, Singapore, Philippines, New Zealand, Australia, Austria, Denmark and Germany.

Observations


  • Obviously, the term CMS (abbreviated) is highly searched from European countries.
  • Content management system (in full words) is highly searched from Asian countries
    I don't know what the statistics mean but I think it could help in using or eliminating the use of the term "cms".

For me "Drops make an ocean" ...

kbahey's picture

I don't like "Community plumbing" because of the two reasons already stated: it gives the impression that Drupal is for Social networking sites ONLY, and the plumbing part is, well, not flattering.

I am not personally concerned about how the slogan fares for SEO really. It is a secondary aspect of it. My main target here is humans.

For me, as a developer/consultant, Drupal has always been a web application framework that happens to be a CMS out of the box with some social networking features.

Back to the slogan ... I personally like "Drops make an ocean", but I am biased, because I am the one who came up with it.

Drops here can mean many things:

  • They can be modules, the sum of which make up a greater whole.
  • They can be people, members of the community, which makes
  • They can be sites, and Drupal powered sites are popping up all over the place, like rain starting slowly with a few drops, then becomes a torrent.

Also, "Drops" is a nice play on the Druplicon, our logo and mascot, and the "drop is always moving" development slogan, and even the now defunct drop.org domain (which Dries was trying to register dorp in Flemish meaning village).

Drupal performance tuning, development, customization and consulting: 2bits.com
Personal blog: Baheyeldin.com

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

I have always hated

KarenS's picture

I have always hated 'community plumbing', so a big +1 from me on a new slogan. I think the most important points are:

1) Drupal is not a CMS, it is a framework with which you can build a CMS (and lots of other things), which is much better.

2) The 'building block' concept is critical, that's what makes Drupal so powerful and useful. We can't use the work 'Legos' in our slogan because that's a trademark, but we need something that implies that.

3) Many of the components empower admins and users to do things themselves.

Drupal | Web building blocks
Drupal | The Web, your way
Drupal | More than a CMS

Also, we probably need both a tag line (which should be very short and memorable) and a slogan (which can be longer and more descriptive). I may not have that terminology right, so marketing people can correct me on that.

The data regarding its use

Jaycn's picture

The data regarding its use and user base is very interesting, so big thanks for that!

(The subsequent suggestions are not so exciting though.)
Framework - like Cake/Spring? More development needed to be end-user usable?
Community - Drupal is so much more!
Designer - Visual?
Linux - Not an analogy comprehended by a broad group pet smart .

There are some fantastic suggestions on the list, and now also KarenS' 'Web construction kit'! Can some decision making begin now? Voting?

I just thought of another, a

KarenS's picture

I just thought of another, a little play on the CCK name:

Drupal | Web Construction Kit

I'm torn with this one

christefano's picture

I'm torn with this one. I like the brevity and playfulness of it but I think it makes Drupal sound too much like a toy.

"Drops make an ocean" sounds

s.Daniel's picture

"Drops make an ocean" sounds like a great slogan to me as someone who knows about drupal and its flexibility. kbahey is right when he says that it can mean many things and when I read the slogan I thought of all the little and bigger pieces the work different people contribute that sum up in a great product. So I really like the slogan.

On the other hand it is really vague. It is the opposite of the "Connecting people, process and information" slogan and while I think "Drops make an ocean" would work great for people interested in the community people in a position to choose which product to offer to clients or people that see drupal in a pure financial practical view might not take the time to figure out what it means.

To throw something in myself:
Drupal | The Web Management System
Drupal | Web Management System
Drupal | Web Management Framework

I haven't even decided yet for myself where I would want the slogan to aim. However I'm asking myself: Should the slogan describe what drupal is or what the spirit of drupal (community) is?

Sebastian

Broader than CMS & websites

yoroy's picture

I agree with the points made by KarenS, adding these to the list:

Drupal | Your web toolkit
Drupal | Your engine for the web
Drupal | Webtools for the world
Drupal | Humanity online
Drupal | For online living
Drupal | Made by humans

Some thoughts..

mo6's picture

Some thoughts:

Drupal | Control your Content Flow
Drupal | Content Management Framework
Drupal | Empowering Web Construction

I'd like a more descriptive slogan whilst preserving the mystic around the name and creating more appeal to a broader audience. Alas, not an easy task..

According to the Acquia funding press release

thatashok's picture

Drupal is a "open source web collaboration and publishing platform" :) (http://acquia.com/press-release-1)

Great slogan

Bence's picture

"Open source web collaboration and publishing platform" is a great slogan! Definitely better than Community plumbing. So if we were unable to brainstorm a better slogan, then we could use this :)

How about

Extensible/Customizable/Flexible web collaboration and publishing platform
Instant web collaboration and publishing
Web collaboration and publishing instant results
The unfair advantage in web collaboration and publishing
The shortcut to web collaboration and publishing
Web collaboration and publishing made easy
Done-for-you web collaboration and publishing platform

Count me +1 on the need for positioning change

batsonjay's picture

IMHO, I'm strongly in favor of a new "positioning" for Drupal. "Positioning" > "slogan," but slogan arises from positioning.

After having spent months raising capital to start Acquia with Dries, it is clear to me that if somebody doesn't know what Drupal is, it's very hard for them to figure it out. The Drupal community knows what it is, but it's hard for a newbie to really grok it; particularly if they're not a coder.

Dries and I share a key goal:

Grow the number of sites using Drupal by an order of magnitude (or more), and make Drupal the dominant technology used to build sites on the web.

Which means we need to reach wayyyyy beyond the existing community - even to people who aren't coders. If newcomers to Drupal can't figure out what Drupal is (given its current slogan), Drupal won't conquer the world.

To do so, we (the community) need to be able to communicate a few things succinctly and effectively:

  1. What Drupal is. Not a feature list; a conceptual bracketing. (E.g. is it a blog platform or a flexible set of stuff to use to build any application you want; what does "build" mean? - is it a set of tools that only developers can use (a'la Rails), etc.), or something non-coders can start with?)
  2. What you get. Benefits. Quick, compelling, convincing, "Doh - why didn't I think of that!" style reasons.
  3. Why you would choose Drupal vs. alternatives. A strategic rationale. (And, what do we consider as the competitive alternatives (that we want to sway you from using)?)
  4. Why Drupal is good for the long term. Developers tend to think about their construction-phase needs when selecting a platform. But guys with white shirts, ties, and data centers with more than 10 racks think about the long-term care and feeding of a technology first - not development flexibility. The Drupal community doesn't talk much about that. (Ref: Ken Rickard's talks for the last 2 Drupalcons.)
  5. etc.

In addition, it's useful to consider the things that came up for me while raising capital for Acquia.

  1. There are a lot of CMS vendors. The market is termed "fragmented." There have for several years been predictions that it would consolidate; it has not. It is difficult to stand out in a large, fragmented market. What makes us think we will? (Or, read another way, don't try to win in this market; it's too fragmented, and too difficult to succeed here.)
  2. Drupal site builders don't think of Drupal as a CMS. When we did "investment validation phone calls," the number one thing we heard over and over about fast time to delivery. "Drupal core + my particular set of chosen contrib modules = 85% of my end result. I added a theme, developed 1-2 modules for our purposes, a couple of content types + views, and my site was done." This doesn't sound like a CMS. It sounds like a website construction kit, not a "content management" system.
  3. Vision. Dries' now infamous talk in Sunnyvale said "We've eliminated webmasters. Now we need to eliminate web developers." Though lots of people making money as Drupal web developers quietly expressed concerns about this, he's right in a key way: Anything that exists in Drupal should be as easy to set up as Netvibes or iGoogle when it comes to adding content blocks, theming, etc.. Developers should be able to focus on building things that don't yet exist. If we take Drupal module assembly to that level of construction simplicity, it's dramatically different than anything else available. What do you call such a thing?

All in all, we at Acquia have been thinking a lot about positioning. And frankly, in our press release about our capital raise, we punted on positioning. We wanted to collaborate with the community on this, so that we are all singing from the same music. Plus, we simply didn't have time to do this level of hard thinking prior to doing the press release.

So, mark me as +1 for a new positioning. And mark me (/Acquia) as somebody who will spend lots of hours thinking about this. (As you might expect, I'm going to be a fan of using "marketing" here.... In fact, when we announce our Marketing VP, one of the first things I'll have him do is to spend a LOT of time in this thread, adding high-caliber branding thought to this community process.)

A critical shift

eaton's picture

While it's a bit controversial, I agree wholeheartedly that Drupal is in line for a branding makeover. Druplicon and the 'Community Plumbing' slogan have served the project well, but like a module whose code needs refactoring, we shouldn't be afraid to change things when the time is right.

Vision. Dries' now infamous talk in Sunnyvale said "We've eliminated webmasters. Now we need to eliminate web developers." Though lots of people making money as Drupal web developers quietly expressed concerns about this, he's right in a key way: Anything that exists in Drupal should be as easy to set up as Netvibes or iGoogle when it comes to adding content blocks, theming, etc.. Developers should be able to focus on building things that don't yet exist. If we take Drupal module assembly to that level of construction simplicity, it's dramatically different than anything else available. What do you call such a thing?

Drupal's flexibility makes it tremendously difficult to describe in a single sentence. Drupal works on two levels: the first is an administrator/non-programmer configurable set of tools for building content-driven web sites and web apps without writing code. he second is an architecture that allows developers to add new capabilities to that set of tools quickly and effectively. Both of those aspects are important, and both of them sell to different audiences.

One of my biggest concerns is the fact that building out #1 can very easily destroy #2 unless Drupal's development philosophy and 'best practices' for developers are firmed up. One of the long-time advantages of Drupal for devs was that it was relatively easy to click a new module into place to do a few simple things. The more configurable everything is at the front end, the more we begin to build things with a mind towards non-programmers assembling complex sites from scratch, the more internal scaffolding and configuration UI/logic needs to be put into place. Handling the edge cases that developers implemeted with a few dozen lines of PHP can easily spawn dozens of complex and baffling screens with tweaky override options and baffling workflow for non-programmers.

IMO, the future for Drupal lies in structured metadata defining workflows, configurations. Designing those structures to be divorced from any UI, and to be configurable via code when necessary, will keep the 'developer tier' manageable. Building use-case specific configuration UIs on top of those systems, with different tools exposing only the capabilities needed by a particular target audience, will be the way to sanity IMO.

Without an approach like that, I'm concerned that the drive to 'eliminate the developer' will end up doubling or tripling the footprint of the average Drupal site, but a programmer's detailed knowledge will still be necessary to use the 'friendly configuration tools' effectively.

Well said

batsonjay's picture

I couldn't agree more with your general sentiment. And re:

IMO, the future for Drupal lies in structured metadata defining workflows, configurations. Designing those structures to be divorced from any UI, and to be configurable via code when necessary, will keep the 'developer tier' manageable.

I tend to agree - though this is more Dries' area of expertise than mine.

Drupal: Assembling The Web

eaton's picture

Puzzle pieces and building blocks are two conceptual metaphors that work well with Drupal's architecture and strengths.

Drupal: Assembling The Web
Drupal: Build The Web
Drupal: Putting The Pieces Together

Not sure how much sense those make, but they're about evoking an emotional response that's true to Drupal's strengths and merits.

1, 2, 3... Action

marcrobinsone's picture

As a newbie, I've been pondering on these thoughts by Mr. Jay Batson & Mr. Eaton:

{ 1 }

Drupal's flexibility makes it tremendously difficult to describe in a single sentence.

{ 2 }

We've eliminated webmasters. Now we need to eliminate web developers.

I'm seeing those things now, especially the great paradigm shift. It's good that the target is to make Drupal a "DIY web-engine".

Good because it is empowering more beginners and web-ignorant alike in setting-up their own web-space. Bad if there exists a developer who is not a fan of "job description elimination" --might sound crazy for them.

Personally, I feel glad and excited that someday, there is going to be a way for new people to manage their own web-sites --freely. It's like one of the ultimate freedom that one can ever have. It's also like eating my favorite ice cream all by myself with no one scrutinizing, or, working in my pajamas. On the other hand, I feel worried about the pressure that this will impose on people "behind the scenes" who are responsible in paving the way to all these great opportunities. That's a job full of hard decisions.

On another light, I think my curiosity is going to kill me... Why just have slogans when we can make commercials? Firefox has done it and it made a very welcoming presence to the world. Mac has done it a lot of times, and Google even came up with an open source commercial. If Drupal peeps can produce cool modules, themes, videocasts and screencasts... then why not even a 20 second movie that shows what the user or the developer wants to know about Drupal? These slogans will surely look and sound slick in one of those shorts with a sexy voice over (Oh, I'm imagining it right now). Maybe there's a way we can describe Drupal in a movie... I don't know.

Other facts:

Firefox is well-loved by web developers
* if so, then the target market will also apply to Drupal since most features are highly compatible with Firefox

No one shies away from a good commercial. Plus the Drupal community have wonderful resources to work with
* Slogans --check. Features --check. Awesome Drupal personalities --check. And.. action!

Feel free to poke me hard if you think the idea is outrageous (that is if you can either get here to the Philippines, or, if by-chance someone arranged a way for me to get there just to poke me)

Cheers y'all!

marc.robinsone

Can you start writing

hal2's picture

Can you start writing it?
Need a beginning a middle and an end.

My idea is to install it, and get a site up and running in that time, and have something going on in the background, like a fight or someone being intellectual or whaatevre....
Maybe teaching someone to spell would be going offtopic to the movie.

Maybe we could have someone

hal2's picture

Maybe we could have someone or two fighting about the best way to market it behind the install, and end up with them both agreeing, "oh that looks nice"
...

New one

kbahey's picture

I added some variations: "From drops to oceans" and "Drops make oceans". More descriptive and loftier than "Drops make an ocean", yet accurate, and catchy.

Drupal performance tuning, development, customization and consulting: 2bits.com
Personal blog: Baheyeldin.com

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

Look at Drupal.hu

Bence's picture

The Hungarian Drupal site (www.drupal.hu) has just introduced a great slogan. But it is hard to translate. Please someone translate it :)

Translation

andremolnar's picture

A mindenre raveheto tartalomkezelo - roughly translates to "the contents handler suited for (that can be put on / can dress up / can be adopted by) everything"

Simply a translation exercise for me. Not a vote for this slogan.

Some more slogans

theborg's picture

Drupal: W i D e Open CMS Bah! Already exists

Drupal: Create the web of the future
Drupal: Deploy Rapid Unbrokable Presence Around worLd :) <== Maybe suitable for Acquia?

should SEO be primary concern?

techczech's picture

I'm not sure if the aesthetics should our primary concern. I've Googled 'open source cms' (without quotes) just like greggles at the start of the thread and every single CMS that is before Drupal (and all the big ones are) has either the words 'content' or 'cms' and 'open source' in the title (Mambo serve is the exception). Postnuke and Alfresco also have those words and they have a lower ranking - but that says more about Drupal's popularity. The ranking may be a coincidence but an uninitiated person looking at the list won't see the key thing in the title. Something like 'The internet operating system' might distinguish it in the long list but most searchers won't get that far. So IMO getting Drupal to score closer to the top 10 should be a priority. (But of course the links to opensourcecms.com and the Pakt award page will lead people to Drupal more reliably than a straight search so maybe I'm misplacing the emphasis.)


Dominik Lukes
http://www.bohemica.com
http://tuit.glottalstart.com


Dominik Lukes
http://dominiklukes.net
@techczech

should SEO be primary concern?

s.Daniel's picture

While I agree that aesthetics don't necessarily need to be our primary concern I respectfully disagree with you in terms that SEO should be priority, especially with the terms you suggest.

Why?

There are however reasons for sure why we would want to rank for terms like "CMS"

  • What kind of people search for the term "CMS"? Probably no one with considerable knowledge about what he wants/needs - probably rather marketing and business people than developers.

This is a bit off topic but when talking about SEO and keywords you have to consider what people are really searching for and who is searching (generalizing here of cause) . So yes drupal needs to increase visibility especially in some areas and SEO can be one technique to do so but if drupal.org admins would promote a post to frontpage asking drupal users to “please link to drupal.org using CMS as link text or alt text” we were probably half the way up the rankings.

preaching to choir

greggles's picture

I know you know this, but it's worth saying, I think.

SEO is more than just "ranking". It's also about making sure that the words that appear in the page title and snippet are accurate representations of what the site represents and that they are likely to get the user to click through to the site. As several people have pointed out, seeing "Drupal | Community Plumbing" and then our Open Directory Project description is probably not the best thing to have in terms of first impression and likelihood to get people to click through and download.

Powered by drupal and meta description

catch's picture

Also, the new "powered by drupal" block in D6 includes "open source" "content management system" etc. in the link title, so should make a massive difference in terms of serps.

I'd rather have "open source content management framework, not just a CMS blah blah " in the (currently unused) meta description tag than the slogan, and they're still used somewhat by search engines. That could be both descriptive and cover these SEO bases at the same time.

Started a new post for meta description here: http://groups.drupal.org/node/8592

I try to improve KarenS'

chx's picture

Drupal | Web building blocks by the community

How 'bout this?

Senpai's picture

Drupal | The Website Building System created by the Community and for the World
Senpai (my d.o account)


Joel Farris | my 'certified to rock' score
Transparatech
http://transparatech.com
619.717.2805

Just adding

eriksencosta-gdo's picture

Drupal | Extends your web

Saving the world

RobLoach's picture

Drupal | Saving the world, one website at a time

.... Personally, I like:
Drupal | Content Management Framework
Simple and gets the point across.

Not a tagline, but about 2

peteThomas's picture

Not a tagline, but about 2 years ago, I suggested a campaignable idea --

My (website description here) up-and-running in hours?
I used my pal, drupal.

The concept suits with Drupal's myriad uses, and offers copywriters a lot of scope for case ideas.


http://drupal.org/node/24384


Quick examples...

My GIS for tracking Elvis sightings up-and-running in hours?
I used my pal, drupal.

My nationwide child obesity survey up-and-running in hours?
I used my pal, drupal.

My hotel review site up-and-running in hours?
I used my pal, drupal.


--> I agree about killing 'plumbing': it always suggested something prone to getting blocked and smelling bad.

The 'saving the world, one website at a time' is ambitious, but OK.

Rather than the whole 'developer's choice' concept (by geeks, for geeks), I'd go for something emphasising simplicity and ease-of-use. 'Building blocks for the web' is a basic but solid idea.

Tweaking one suggestion, how about 'my fantastic website, right now' or 'my genius website, right now'


My genius hotel review website, right now?
I used my pal, drupal.

My fantastic child obesity survey website, right now
I used my pal, drupal.


improving numbers

JohnForsythe's picture

If the goal is to make Drupal more popular, the best thing you can do is get an SEO friendly slogan.

I propose: "The Best Open Source CMS"

Branding Drupal / Growing Drupal

setvik's picture

With the goal of making "Drupal the dominant technology used to build sites on the web." in mind, here are a few thoughts:

A slogan is just the welcome sign.
A good slogan will pique curiosity and bring a user in the door, but it won't keep them in the room. I think it will help to see the slogan as just the first step of a larger welcome effort to bring users into the community. A powerful slogan may bring someone to the front-page, but it's the longer, more descriptive byline that follows it, the even more descriptive paragraph after that, the list of things Drupal will enable the person to do, and the showcase list of prominent sites built successfully with Drupal, that will convince the visitor who's taken a tentative first step into the site it's worth their effort to investigate Drupal further and find out for themselves whether it's the best choice for them as well.

Which is to say, i don't think we need to worry about capturing drupal's power and value in three or four words. As others have said in this thread, it's probably impossible. Rather, all we have to do in the slogan is communicate it generally, then expand on it in the byline(s), and then expand on it in greater and more specific detail on the front page.

A Slogan and a longer byline to go with it
That said, I wonder if it may help to brainstorm not just a short imaginative slogan but a longer and more descriptive and specific sentence to follow and expand on it as well. What do you guys think?

Here's how Drupal's fellow web-tools do it:

Django
The Web framework for perfectionists with deadlines.
Django makes it easier to build better Web apps more quickly and with less code.

Rails
Web development that doesn't hurt
Ruby on Rails is an opensource web framework that's optimized for programmer happiness and sustainable productivity. It lets you write beautiful code by favoring convention over configuration.

Wordpress
Blog Tool and Weblog Platform
A semantic personal publishing platform with a focus on aesthetics, web standards, and usability.

All three of the above follow the same pattern: Product name, slogan, descriptive sentence.
Of the 3, I think Django's is the most effective. It communicates the most information the most concisely. In those 3 short lines, I know the name of the product, who it's for, what it will allow me to do, and the ease with which it will allow me to do it.

Would it help to try the same here as well?

Here's a quick stab at one borrowing from ideas presented by others above:

Drupal
The Website construction kit for everyone.
Drupal enables you to build any kind of website, from blog, to community hub, to e-commerce site, quickly and pain-free.

I kinda dig this "website

seaneffel's picture

I kinda dig this "website construction kit for everyone" as a starting point and think we should play with it some more. I've been training some organizations that use Drupal for intranet operations, data collection tools, personal calendars, where I would say they don't fit the traditional idea of a website. Also, the slogan doesn't hit the "free software" button as hard as it should.

Simply "an open web construction kit" is a pretty good step in the right direction. In fact, I'm doing to add this to my other comment cause I like it so much...

Yet Another Slogan

Alexei Rayu-gdo's picture

Drupal | Grab & Use
A free robust and secure content management system that is easy to use.

not a cms, not a...

blueflowers's picture

For myself Drupal has never been a CMS (but can be) nor has it been a 'community building framework' (but it can be). Drupal is an abstract in this regard (the thing I love about it thus far) and to me, it's more like Rails or Django (as previously mentioned).

It's a very basic set of tools like Rails that provide a CRUD interface to application development for the web (less configuring more developing - that makes me very happy)

I think the very basic problem here is that it's something different to everyone, which IMHO makes it incredible that it can reach so many groups of people with different motivations.

As a developer working at an agency that prides itself on its brand accomplishments I'd like to give my 2cents (lol)

I agree that its' very important to use the slogan as a way to get people in the door, once they are through the door, it's important to keep them by giving a nice short explanation of what can be accomplished using Drupal (as previously suggested)

My suggestions would be:

Drupal - Rapid Web Development (or deployment)
Drupal - Create, Deploy, Extend
Drupal - Web Made Easy (probably trademarked already lol)
Drupal - The Power of Many in a Single Framework

Although admittedly I like the spin-off of CCK (Web Construction Kit)

Another few ideas

José San Martin@'s picture

That is not that much original, but here it goes:

Drupal | The web is what you want it to be
Drupal | The web is what you make
Drupal | The web you do
Drupal | The web you make
Drupal | You make the web
Drupal | Make the web

Personally, I like Alexei's "Grab & Use"

José San Martin
Chuva Inc. | http://chuva-inc.com

I really feel that the

blueflowers's picture

I really feel that the wording of 'content management system' actually disqualifies Drupal. I mean it puts it into the same category as something like phpNuke (shudders) and from a developer's point of view, makes it sound like it's not very robust for 'application development' (which it is).

Marketing Drupal

EclipseGc's picture

I spend a lot of time out of every week giving some level of talk on "What is Drupal". I spend AT LEAST 2 hours a week giving this exact speech (some weeks it's more like 5 or 6 hours). Point being, I've put a lot of thought into this, and frankly, "community plumbing" doesn't quite cover it. With that said, I'll toss out what is essentially my "elevator pitch" for Drupal.

"Drupal is not JUST a CMS. What Drupal really is is a Rapid Development Framework, that happens to do Content Management out of the box."

As I said, I spend probably a couple hours a week speaking specifically on this topic. It's my JOB to make Drupal accessible to the "layman". And with that said, I have a couple (even whimsical) suggestions.

Drupal | Today Content Management, Tomorrow... The WORLD!
Drupal | More than Content Management
Drupal | Flexibility in a Box
Drupal | Because the Web should be Easy
Drupal | D.igital R.evolution U.tility PAL
Drupal | D.igital R.evolution U.tility P.ersonal A.pplication L.ayer

I've got more, but I'm going to leave it at this for the moment.

Eclipse

Also, as one more, I might

EclipseGc's picture

Also, as one more, I might mention:

Drupal | Digital Revolution Utility Professional Application Layer

my contribution

BrightLoudNoise's picture

Drupal | Flexible framework for powerful ideas

I also quite like Khalid's "Drops make oceans", if paired with an appropriate byline I could definitely see it working.

Mine

jjeff's picture

I'd this one a lot:

Do it with Drupal.

I realize that it's not very descriptive, but it
1) implies that Drupal can do everything, and
2) leaves it up to the reader to figure out what Drupal is. This means they'll file it away in their mind and/or ask around, creating yet more word of mouth.

Another one that I like from my list:

Drupal: Make your website... better.

This one is a double entendre meaning both "improve your website" as well as "a better way to make your website".

I'll stick 'em up into the wiki for posterity.

On another note, I don't think that we need to get too caught up in trying to describe exactly what Drupal is</em in a single line slogan. Likewise, we should also probably stay away from anything that's too esoteric -- that might only be "gotten" by Drupal developers. I would argue that "Drops make an ocean" falls into this category. I really like the visual, and the knowledge that Drupal means (meant?) drop... or even that the Drupal icon is supposed to be a water drop (perhaps another issue)... all of that requires a certain amount of pre-existing knowledge of the platform and its history.

-= Jeff Robbins | Lullabot | Drupalize.me =-

Oop

jjeff's picture

The final paragraph of that last post got eaten, here it is again:

On another note, I don't think that we need to get too caught up in trying to describe exactly what Drupal is in a single line slogan. Likewise, we should also probably stay away from anything that's too esoteric -- that might only be "gotten" by Drupal developers. I would argue that "Drops make an ocean" falls into this category. I really like the visual. However, the knowledge that Drupal means (meant?) drop... or even that the Drupal icon is supposed to be a water drop (perhaps another issue)... all of that requires a certain amount of pre-existing knowledge of the platform and its history.

-= Jeff Robbins | Lullabot | Drupalize.me =-

I. just. can't. stop.

jjeff's picture

"Do it with Drupal" logotype:

Only local images are allowed.

-= Jeff Robbins | Lullabot | Drupalize.me =-

The immediate impression I get

christefano's picture

The immediate impression I get from "Do it with Drupal" is that it's a bit lewd. I know that's probably the idea :) but for me it's not a good impression.

Anyway, having the product name in the slogan is rarely a good idea unless the product name is a synecdoche or is already widely recognized (for example, names that have become commodotized like Xerox, IBM, Kleenex, etc.).

A few more

kbahey's picture

I added a few more ...

  • Drupal | Open ideas, open minds, open possibilities, open source!
  • Drupal does it in the open (tongue in cheek).
  • Drupal does it openly (tongue in cheek).

I still like the "Drops make oceans" one the best ...

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

My $0.02 (Canadian)

rfabian's picture

I'm not sure how important the slogan will be. But I hope we don't select a slogan that turns off people, either by its obscurity or by its illusion to inappropriate behavior. "Drops make oceans" works, but you need to be inside the community to have it really make sense. And "Do it with Drupal" conjures up interesting images, but might not be received well in some cultures.

I would opt for something simple like "The platform for today's web" or "The web platform you can count on".

Bob Fabian

Right

kbahey's picture

I agree with you, hence the "tongue in cheek" between brackets.

The drops make oceans has an "in" origin, but is totally relevant to those who do not know the history. The LEGO analogy, the bricks that are used to make a bigger thing from smaller components is all there.

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

Drupal performance tuning, development, customization and consulting: 2bits.com, Inc..
Personal blog: Baheyeldin.com.

Another thought

JustMagicMaria's picture

When I explain to people what Drupal is, I usually use the analogy of building blocks or Legos. ("You start with a basic page/menu platform, then you snap in forums, you snap in eCommerce, you snap in wiki-like book pages...")

I really like "Web construction kit" best, but it doesn't convey one important unique feature. Drupal is itself a web application. It is a web application for constructing websites. This is what makes it different from a framework (like Rails or Django) for which the building block analogy also applies. The idea of using a web application to create a website isn't unique to Drupal of course (the blogging engines popularized this) but it does take it many steps further because Drupal aims to allow non-programmers to create any type of website. (I'm not sure it achieves this aim yet, but that is the goal.)

I'm not sure how to turn that into a slogan or if it is too complicated to convey --
Drupal - A web application for website construction

Naw -- doesn't work. Web construction kit is catchier. But it's important to talk about the web application aspect when you're "marketing" Drupal.

Maria

It's all been said ...

OpenChimp's picture

... but this is really a poll, right, so I want to say that I think a slogan really should focus on being catchy and emotive before being descriptive. Slogans are short, and I think there's no way to enclose all of what drupal can do in a slogan.

And perhaps I'm wrong about this, but I think the slogan should be targeted to the people for who the websites are being built more than to the developers and designers who build the sites. So I think getting into terms like framework, platform, etc isn't the best thing (even though I like some of them like "Flexible framework for powerful ideas")

As much as I love to "Do it with Drupal" (I can't get enough, really) I agree that this wouldn't be the best way to go with a slogan.

I like the emotive and visual quality of "Drops make oceans" or maybe "little drops make big oceans" and having it next to the logo will probably tie the whole idea together for most people. If people really want to know what it means they can read the about drupal that will explain the philosophy behind it, but most people will be content to wonder at the grand ideas that it evokes.

I like the simple approach too - "Make your website ... better". This is something everyone can understand and tells people immediately what the primary purpose of drupal is.

Please, pleeeaaaase, don't go with the "Golden Faucet" - there would be endless bad jokes about that one.

Should SEO really be a consideration for the slogan?

OpenChimp's picture

Aren't there much better methods of improving Drupal's SEO than trying to cram keywords into the slogan?

A google search for "open source content management system" turns up drupal at #11 [page 2 :(] but really this isn't so bad.

I would imagine that with the "powered by drupal : open source content management system and development framework" (or whatever it ends up saying) link in D6 would probably boost our ranking a couple of places putting it on page 1.

And perhaps I'm wrong about

blueflowers's picture

And perhaps I'm wrong about this, but I think the slogan should be targeted to the people for who the websites are being built more than to the developers and designers who build the sites.

I would strongly disagree with this statement...

I mean, as 'developers and designers' it's up to US as a business unit to 'sell' this to clients. I've yet to meet a client that is fully educated on web platforms (and I've been a professional developer for 10 years). The real marketing comes from the community supporting it not the end result.

As a side note, instead of trying to come up with slogans, when we do brainstorming sessions at our agency, we often just write down random words that initially come to our heads. After about an hour we have so many great keywords that something awesome is born from it.

Drupal Keywords:

  • ease-of-use
  • developer happiness
  • development platform
  • plug-n-play
  • large community

Let's Up Level A Bit

jwhatcott-gdo's picture

I've been tracking this thread for a while, trying to "soak in it" before weighing in. As I've thought about it more, I've realized that what has made me uncomfortable with the slogan debate is that we're discussing the wrong thing. What Drupal really needs is not just a new slogan, but crisply defined brand identity and messaging architecture. It doesn't exist today, and that's why this thread is so long, with no sign of converging/resolving.

There are lots of things in a brand identity and messaging architecture, and we should discuss them all at some point. But as it relates to this thread, the most clarifying thing we could do is to come up with a positioning statement for Drupal. If you find yourself wondering "what's positioning?" at this point, go read "The Secret of Moulin Rouge and the Art of Product Positioning" over on the Pragmatic Marketing site. Within the article, you'll find the definition of a positioning statement, which is:

Positioning Statement Template
1) For [target customers]
2) Who want/need [specific problem / compelling reason to buy/adopt]
3) Our product is a [name the product category in which you play]
4) That provides [key benefits that solve the problem described above]
5) Unlike [alternatives and competitors]
6) We offer [key differentiation]

It looks simple but it is a real bear to complete. I've seen intelligent and normally civilized product teams reduced to screaming and yelling and throwing chairs while trying to agree on how to complete this template. Why? Because you have to make very uncomfortable sacrifices. A positioning statement is a single paragraph, not a book. And that means you can't put everything in there.

So I'm starting a new wiki to work on the Drupal Positioning Statement. Come on over and weigh in.

Fluid Content, Solid Base

SqyD's picture

I just hit a brainwave around "Fluid and Solid" in various combinations. Fluid indicating the flow of content, swiftness and flexibility and a continuation of the (water) drop association. Solid as the rocksolid foundation Drupal is for your next website. Combining the two opposites fluid and solid also suggests making the impossible possible
Some possible variations:
Drupal | Fluid Sites Foundation
Drupal | Content Flowing on a Rock Solid Foundation

and a bonus one:
Drupal | Join the Flow

great minds

christefano's picture

I was also thinking along these very lines a few days ago. Where I was coming from was how the solid "building blocks" and "Lego blocks" ideas clash too much with the watery logo and color scheme that are currently used. This is what gives the "plumbing" part of the current slogan a unique dimension -- a solid structure that channels content, users, etc.

Anyway, the idea I was working on was something like:

  • Drupal | Solid ground in a sea of choices

I'm not proposing the above slogan beyond mentioning it as a possible line of thought. Drupal obviously can't be very solid if the logo is a water drop. It may be more appropriate to take this line of thought in the opposite direction. If I had the time and the inclination I would redesign the logo to look like a tidal wave and say:

  • Drupal | Making waves
  • Drupal | Try stopping it
  • Drupal | Try to stop it

my 2 cents

Jon Pugh's picture

I like Community Plumbing for the following reasons...

  1. It's descriptive of what the project does functionality-wise.
  2. It doesn't sound like hype or marketing, like most of the other CMS' slogans
  3. It's generic enough to appeal toward all user types: developers, bloggers, editors, etc.
  4. It has a certain degree of legacy recognizability, which makes me not want to change it too drastically.
  5. Its unique, powerful, short, and sweet

However it does sound old, and a bit self-deprecating to consider drupal the "plumbing" of a community.

"Community" is an important word, and hard to replace. similar words I can think of: (most of which are more complex, harder to read/say, and not as powerful)

-Collaboration
-Communication
-Compatible
-Society
-Systems
-Networks

Here are some words to describe what drupal is

-plumbing
-network
-canvas
-content
-information
-organic

My favorite part of drupal, besides the project itself, is the constant evolution of everything... The project, the people, the concepts, and the code is constantly evolving into a better and better state.

Here are some strong words that relate to that concept:

-Evolution
-Evolved
-Intelligent Design
-Progressive Growth
-Distributed Development

After giving all of this a hard think or two, I've narrowed my personal choices to the following, in order of preference:

  1. Drupal | Community Evolution
    A content management framework that allows your community to evolve.

  2. Drupal | Empowering Communities
    A collaborative content management framework that empowers users to become participants.

  3. Drupal | Universal Toolkit / Universal Framework
    A powerful, flexible, and simple toolkit for building any web application.

ya know what? I've typed in maybe 5 or 6 more, then deleted them, because none of them sounded better than "Community Plumbing"... maybe its just too good, we just have to better describe what that means...

for kicks, here are some funny ones I came up with

Drupal | For us By Us
Drupal | Grow Your Own
Drupal | Your Web, Delivered
Drupal | 30 Minutes or less... or its free!

Lets see what simmers down


Jon Pugh
Founder & CEO
THINKDROP
open source consulting
http://thinkdrop.net

What about "Community

hal2's picture

What about "Community Plumbing Actually"?

How to Sell Drupal

Ron Jones's picture

If the goal of the community is to:

"Grow the number of sites using Drupal by an order of magnitude (or more), and make Drupal the dominant technology used to build sites on the web".

and:

"Drupal's flexibility makes it tremendously difficult to describe in a single sentence".

Then I would suggest a slogan that short, powerful and addresses the GOAL of the user, rather than focusing on the features that enable the attainment of said goal.

From a marketing perspective, it's benefits that sell, not features or functionality (see John Caples "Tested Advertising Methods"). The goal of a headline is simply to compel the reader to read the next line.

Adapted to the Drupal project, the goal of the slogan is to compel further examination. If you want to grow the number of sites using Drupal, you've got to make the short list when CMS systems are being evaluated. As an example, I would point to "Power in Simplicity" (Mambo).

My suggestion for Drupal would be something like:

  • Drupal | Conquor the Web
  • Master the Web with Drupal

The next step in the sales process might include a plain-english executive summary of Drupal's benefit to the end user or decision maker (localization efforts will ensure the summary translates well no matter the audience).

Promoting Drupal like a dirty capitalist enterprise may not sit well with some, but it's important to remember that with each new Drupal installation, the pool of potential customers for Drupal consultants is increased.

Ron Jones

SEO for drupal.org

J. Cohen's picture

The slogan does not have to be the same thing as the <title> element.

If drupal.org wants more traffic (CMS-related keywords do bring traffic), the title element could be something like this:

<title>Drupal CMS | Open Source Content Management System</title>

The only people who see the title element are people who are finding the Drupal.org home page in the search results -- few of which are looking for "community plumbing" or would have any idea what "community plumbing" means without a larger context. Using "Drupal CMS | Open Source Content Management System" immediately lets them know what the site is about. They can learn about the slogan once they visit the home page of the site.

The slogan could appear on the home page and in the meta description (e.g., Community Plumbing). The meta description tag generally becomes the text snippet in the search results.

I think the <title> element should be used for keywords, not for a slogan. It's better for SEO and better for usability.

--
» Twitter » Blog » Website

Here are some words to describe what drupal is

drivers's picture

Then I would suggest a slogan that short, powerful and addresses the GOAL of the user, rather than focusing on the features that enable the attainment of said goal.

From a marketing perspective, it's benefits that sell, not features or functionality (see John Caples "Tested Advertising Methods"). The goal of a headline is simply to compel the reader to read the next line.

Adapted to the Drupal project, the goal of the slogan is to compel further examination. If you want to grow the number of sites using Drupal, you've got to make the short list when CMS systems are being evaluated. As an example, I would point to "Power in Simplicity" (Mambo).
drivers

Drupal | Caution! May cause

Bence's picture

Drupal | Caution! May cause extremely attractive and powerful websites. Use with care!

:D

I agree with those of you

tjholowaychuk's picture

I agree with those of you who have mentioned that the slogan by no means needs to display in the title tag. Understandibly I agree that the slogan should contain a 'revolutionary' feel to it for promotional use, but not for SEO/SEM.

Personally I would not even include 'Drupal |' in the title tag, certainly not the pipe. Drupal will obviously display high in the rankings for "drupal" without lifting a finger, I think we should be targeting other phrases first.

vision media
350designs
Print Huge Edmonton Printing Services
Design Inspiration Gallery

A compelling title/description is a must

Ron Jones's picture

After doing a little research, I've found that most people (over 9,000+ per month) search for the term "content management system." Additionally, besides the organic search results, this is also the (cms-related) term that has more advertisers bidding on it, and more potential customers clicking on it than any other. From a marketing/seo perspective, home page, title-tag should include the term "content management system."

It matters not that there are so many other more accurate ways to describe the virtues of Drupal, or that to call it a mere content management system may be an insult to its power and flexibility. What matters is what the thousands of potential new users are looking for.

I think it's not only possible, but advisable to sell Drupal to the non-technical advisers out there who don't care about the back-end plumbing.

The title/description combination are what compels a searcher to click on the link and find out more. Remember that in the search results, it's the <title> tag that displays as a clickable link, and the <description> tag that displays as supporting text immediately below.

Something structured like this:

<title>Drupal Content Managment System, High Performance Web Software</title>

<description>Conquor the Web with Drupal! Fast and Powerful, Drupal's modular design gives you the flexibility to build the web your way. From the simple to the complex, come see how Drupal delivers.</description>

Slogan (Appears in visible page header): "Conquer the Web with Drupal." (or something similarly appealing).

Right now the Drupal home page does not currently have a description tag, so Google is using the DMOZ.org description. This means that a
<meta name="robots" content="noodp,noydir" />
is necessary in order to exercise more control over what is displayed in the search results.

None of these things would change the focus, the mission, or the other elements that endear Drupal to its community. It would merely enlarge the community. Which, as I understand it, is the ultimate goal.

Ron Jones

Why not put it in the meta

hal2's picture

Why not put it in the meta tags instead.

Actually, I know they are both useful, but at what I dont know. Can someone clarify what is best for meta tags and what is best for title tags please?

Thank you

On meta tags, marketing and me-ism

Ron Jones's picture

There are a great many different meta tags available for use. However, the current consensus is that only the <meta name="description" content="your great description"> and the <meta name="keywords" content="primary keywords on this page only"> tags are of any value from an SEO perspective.

Additionally, the keyword meta tag is only potentially useful for Yahoo! as evidenced by their ranking guidelines.

As far as what's best for title tags: evidence would indicate that using your primary keyword as close to the beginning of the title tag as possible is most effective. However, don't stuff your title tag with keywords without regard to readability.

From the perspective of both the search engines AND the reader, your title tag is the most important element of your document. It tells the search engine what the document is probably about, and it is what the human searcher reads before clicking on it. Think about how you use search engines yourself. How do you decide on which link to click?

Use your primary keyword in a sentence (of 70 characters or less) with the intent of compelling a human reader to choose your title out of a list of 10 other titles with no illustration to back it up. It must have a "hook." For a great guide, I would refer someone to a book called "Tested Advertising Methods" by John Caples. Although written 80+ years ago and in its 5th edition, the principles are as valid today as they ever were.

Far from being 'marketing hype' it is a great study in human nature for this reason: people care about what they want. In marketing vernacular, it is said that we are constantly tuned in to station WIIFM (What's In It For ME). If you keep this in mind when you are writing web content, and answer that question, your traffic will grow at an enormous rate.

Ron Jones

My proposal

STyL3's picture

Going along with the drupal (drop) theme, I like the idea of something along the lines of:

Drupal | Make a splash
Drupal | Making a splash
Drupal | Get splashin'
Drupal | It's a ripple effect
Drupal | Ripple effect
Drupal | Drink more Drupal
Drupal | H2O for Web 2.0

My suggestion

tomelloso's picture

I like "Drupal - Web 2.0 for People 2.0"

I'm newbe in Drupal and now are learning some about this cms to migrate my sites to best CMS.

Directorio de Tomelloso | Inmobiliarias Tomelloso

I liked this suggestion

monografiaac's picture

I liked this suggestion, it is approaching clients to this new kind of platform.

But what would be the impact over new internet users, that even don't know the realities about 2.0?

Don't laugh... In Brazil and other countries, web 2.0 is not much used nor knew

Luiz Silva

Listening to "Dries State of

s.Daniel's picture

Listening to "Dries State of Drupal" speech (Drupalcon Boston 2008 http://video.google.com/videoplay?docid=-3401332494586334627 )

  • Drupal - Bring your internet to the next level
  • Drupal - We're working on the next level internet
  • Drupal - Working on the semantic web
  • Drupal - Next level web solutions

Maybe for D7?

Drupal The Next Level

tradox1's picture

I agree with thoese who say YES FOR DRUPAL!!!

Get if if you want

A lot of good suggestions

mdrankin's picture

A lot of good suggestions above, but for my money i think a simple hard-hitting slogan is the go:

Drupal | Unlock the true power of the Internet


Bidding Directory

How to promote it

Peter Fry's picture

I'm someone who watches the development of new technology and advertising systems. Drupal is VERY impressive. When I think of the future I think of Star Trek --do you remember where you first saw a mobile communication device? (beam me up Scotty) With that in mind how about: Drupal -your beam to future content management

Drupal: More than just a CMS

JohnForsythe's picture

Drupal: More than just a Content Management System.

Slogan

Property Spain's picture

Slogans about Drops make me think of plumbing, which is a bit disgusting to me.

Drupal | The world wide app

yoroy's picture

Drupal | The world wide app

Slogan: Drupal

Property Spain's picture

Slogan: Drupal rocks...

Properties Spain

Ba

anja kleinwagen's picture

Und ich muss noch mein kleinwagen fahren :-(

A solid foundation for your new site.

seaneffel's picture

Jeff Robins has an excellent point about pidgeonholing Drupal through poor choice of vocabulary. Drupal has a really broad base for implementation of which community site building is now only a narrow slice. I think the slogan should reflect the richness of this project's applications and the diversity of development that Drupal can support.

I think something like "a flexible frame work for site building" is appropriate. Unless you are the Knight Foundation, whose people give out millions of dollars to Drupal's project teams in order to make tools so simple that everyone's grandmother could pop open a blog and granny doesn't know what "flexible framework" or "site building" means. So if the individuals who should be using a tool like Drupal can't identify with the marketing then you are bouncing potential users even before they start.

I would pick a slogan that says Drupal does a lot of work for you already, Drupal is a building tool, and you can make anything with Drupal.

Something like, but not exactly:

"A foundation, a tool kit, and so much more"
"A free and open web construction kit"

My 2 cents.

Product Power

Lose Inches's picture

Whilst it's certainly worth investing some time and effort into marketing and straplines, it's important not to lose sight of the fact that ultimately it's the quality of product that forms the bedrock of success. I think we are all agreed on the quality of this particular product, so in the final analysis just how important will the slogan be to its future?

Community Plumbing
This is a case in point. Slogans have two uses. They can either be (a) informative, telling the whole world about a new product in a snappy and witty way, or they can be (b) a mysterious, abstract and philosphical, which is usually applied to well-known global brands in an attempt to heighten their kudos.

Perversely, 'community plumbing' is essentially an attempt at type (a) but in fact it more closely resembles a type (b) (to these eyes and ears at least). On that basis, it may be worth (after careful consideration, naturally) sticking with what we've got.........

the statement above

jensuism's picture

the statement above "...Whilst it's certainly worth investing some time and effort into marketing and straplines, it's important not to lose sight of the fact that ultimately it's the quality of product that forms the bedrock of success. . . . " is wishfull thinking.

Quality and Marketing should go hand in hand . . . BUT - experience in the real world shows that you often don´t even need the quality part at all, but professional marketing. If done correctly it can force higher quality competitors out of the market . . . luckily Open Source CMS markets are far away from being consolidated, but that is just some breathing space . . not a replacement for a consistent marketing strategy.

The slogan is one little piece of such a strategy. It should be kept in mind that it is usually not other developers who decide what CMS is going to be choosen and deployed. The larger the client, the more probable it is that a business exec will decide - for such functions in any organization terms like PHP/Python or MySQL/PostgreSQl [or any other technology] are replacable - they simply don´t care . . they are interested in terms like ROI, Total Cost of Ownership, Usability, time-to-market, etc. etc. . . . . this is what we need to educate them about and spread the word. This is marketing!!

Drupal. Win / Win

Jed's picture

I have a couple of slogans that might work:

Drupal. Win / Win
Drupal. See the Light
Drupal. Man's Best Friend

I think Drupal does need to be marketed better. I know that developers would have used the cms on the used buses website we work with, but at the time it was not far enough in development to offer the features we need in admin, but now it has evolved exponentially and looks great.

spam friendly thread -> closing comments

greggles's picture

It appears that most community regulars have posted their thoughts and the only followups we get at this point are from spammers. So...I'm closing comments on this thread.

And, after all, if someone wants to propose a new slogan this is a wiki so it can be done that way.

Must be active, creative

merlinofchaos's picture

Abusing my privileges to comment on a closed thread...

I must state, categorically, that any slogan that does not include the word 'create' or some variant of it should not even be considered. Drupal is about empowering site builders and simple slogans that do not convey that thought are not, In My Not So Humble Opinion, acceptable.

The Marketing of Drupal

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