Re: [Wikimedia-l] Reviewing our brand system for our 2030 goals

9 Apr 2019

      Hoi,
* The global brand will make it even easier to forget who we are at the
Foundation. This is exactly what is to be prevented. The existing bias is
already too big.
* Not necessarily sure but it is inevitable because you say that is who we
are.
When we are to do better in our mission, we should be subject driven not
article driven.
Thanks but no thanks,
       GerardM
On Tue, 9 Apr 2019 at 18:17, Joseph Seddon jseddon@wikimedia.org wrote:
...
From what I know:

The global brand won't stop Wikidata being Wikidata.
Wikimedia Russia won't necessarily become Wikipedia Russia

Seddon
On Tue, Apr 9, 2019 at 4:56 PM Galder Gonzalez Larrañaga <
galder158@hotmail.com> wrote:
...
Think of Wikipedia Russia convincing Russian government that they are not
really Wikipedia Russia.
________________________________
From: Wikimedia-l wikimedia-l-bounces@lists.wikimedia.org on behalf of
Benjamin Ikuta benjaminikuta@gmail.com
Sent: Tuesday, April 9, 2019 4:21 PM
To: Wikimedia Mailing List
Subject: Re: [Wikimedia-l] Reviewing our brand system for our 2030 goals
What real life problems would there be?
On Apr 9, 2019, at 6:11 AM, Galder Gonzalez Larrañaga <
galder158@hotmail.com> wrote:
...
The idea of rebranding Wikimedia to Wikipedia will create FAR more
problems than it solves, specially in places where identifying ourselves
with Wikipedia could create real life problems to affiliates. Let's think
on making our product better, because is not a brand problem, is an
obsolescence problem what we have.
...

From: Wikimedia-l wikimedia-l-bounces@lists.wikimedia.org on behalf
of Gerard Meijssen gerard.meijssen@gmail.com
...
Sent: Tuesday, April 9, 2019 12:36 PM
To: Wikimedia Mailing List
Subject: Re: [Wikimedia-l] Reviewing our brand system for our 2030
goals
...
...
Hoi,
The problem is that Wikipedia has an article bound interest. Our aim is
to
...
share in the sum of all knowledge and it is about subjects. In addition
to
...
this the approach and `the lessons learned` in effect are used as a
template on how `other` Wikipedias are to function. This bias hinder,
even
...
prevent other possible approaches.
Using Wikipedia to define what Wikimedia does, enforces existing bias
and
...
...
hinders our mission.
Thanks,
    GerardM
On Tue, 9 Apr 2019 at 11:25, James Salsman jsalsman@gmail.com wrote:
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Hi Elena,
If by "branding project" you mean replacing references to Wikimedia
with Wikipedia, that is fine with me.
Best regards,
Jim
On Tue, Apr 9, 2019 at 1:58 AM Elena Lappen elappen@wikimedia.org
wrote:
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...
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Hi all,
Thanks to those of you who have participated in the branding project
community consultation so far. We’ve received a lot of helpful
feedback
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...
...
via
...
email, on-wiki, and in small meetings with affiliate group members
and
...
...
...
...
individual contributors.
I posted this invitation to the project talk page last week [1], but
wanted
...
to send a reminder here that we will be hosting a video conference
session
...
to give people a chance to see the presentation, ask questions and
provide
...
feedback.
When? This Thursday, April 11th from 16:00-17:00 UTC.
Where? https://bluejeans.com/540134391/browser, or call in using
your
...
...
...
...
closest local number [2] and enter meeting ID 540 134 391#.
If you’d like to see the presentation but cannot attend, that is no
problem—we will be posting a recording to Commons and putting the
link
...
on
...
...
...
the talk page afterwards.
Thanks,
Elena
[1]
https://meta.wikimedia.org/wiki/Talk:Communications/Wikimedia_brands/2030_re...
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...
...
...
[2] https://www.bluejeans.com/premium-numbers
--
Elena Lappen
Community Relations Specialist
Wikimedia Foundation
On Mon, Feb 25, 2019 at 7:14 PM Zack McCune zmccune@wikimedia.org
wrote:
...
...
:: Apologies for cross-posting to multiple mailing lists. We want to
ensure
...
...
we spread the word about this opportunity to as many people as
possible. ::
...
...
Hi all,
We are writing today to invite you to be a part of a community
review
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...
...
on
...
...
Wikimedia brand research and strategy.
Recently, the Wikimedia Foundation set out to better understand how
the
...
...
...
...
world sees Wikimedia and Wikimedia projects as brands.[1] We wanted
to
...
...
...
get
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a sense of the general visibility of our different projects, and
evaluate
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public support of our mission to spread free knowledge.
We launched a global brand study to research these questions, as
part
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...
...
of
...
...
our planning toward our 2030 strategic goals.[2] The study was
commissioned
...
...
by the Board, carried out by the brand consultancy Wolff Olins, and
directed by the Foundation’s Communications team.[3][4] It collected
perspectives from the internet users of seven countries (India,
China,
...
...
...
...
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Nigeria, Egypt, Germany, Mexico and the US) on Wikimedia projects
and
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...
...
...
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values.
The study revealed some interesting trends:

Awareness of Wikipedia is above 80% in Western Europe and North

America.
...
...

Awareness of Wikipedia averages above 40% in emerging markets,[5]

and is
...
...
fast growing.

There is awareness of other projects, but was significantly lower.

For
...
...
example, awareness of Wikisource was at 30%, Wiktionary at 25%,
Wikidata at
...
...
20%, and Wikivoyage at 8%.

There was significant confusion around the name Wikimedia.

Respondents
...
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reported they had either not heard of it, or extrapolated its
relationship
...
...
to Wikipedia.

In spite of lack of awareness about Wikimedia, respondents showed

a
...
...
...
high
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level of support for our mission.
Following from these research insights, the Wolff Olins team also
made
...
...
...
a
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strategic suggestion to refine the Wikimedia brand system.[6] The
suggestions include:

Use Wikipedia as the central movement brand rather than Wikimedia.

Provide clearer connections to the Movement projects from

Wikipedia
...
...
...
to
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drive increased awareness, usage and contributions to smaller
projects.
...
...
...
...

Retain Wikimedia project names, with the exception of Wikimedia

Commons
...
...
which is recommended to be shortened to Wikicommons to be consistent
with
...
...
other projects.

Explore new naming conventions for the Foundation and affiliate

groups
...
...
that use Wikipedia rather than Wikimedia.

Consider expository taglines and other naming conventions to

reassert the
...
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connections between projects (e.g. “______ - A Wikipedia project”).
This is not a new idea.[7][8]
By definition, Wikimedia brands are shared among the communities who
give
...
...
them meaning. So in considering this change, the Wikimedia
Foundation
...
...
...
is
...
...
collecting feedback from across our communities. Our goal is to
speak
...
...
...
with
...
...
more than 80% of affiliates and as many individual contributors as
possible
...
...
before May 2019, when we will offer the Board of Trustees a summary
of
...
...
...
...
...
community response.
We invite you to look at a project summary [9], the brand research
[10],
...
...
and the brand strategy suggestion [11] Wolff Olins prepared working
with
...
...
us.
For feedback, please add comments on the Community Review talk page
[12] or
...
...
email brandproject@wikimedia.org with direct feedback. You can also
use
...
...
either of these channels to request to join a group meeting.
We know this is big topic and we’re excited to hear from you!

Zack McCune and the Wikimedia Foundation Communications department

[1]
https://wikimediafoundation.org/2019/02/07/how-does-the-world-see-wikimedia-...
...
...
...
...
...
[2]
https://meta.wikimedia.org/wiki/Strategy/Wikimedia_movement/2018-20
...
...
[3] https://www.wolffolins.com/
[4] https://meta.wikimedia.org/wiki/Communications
[5]
https://meta.wikimedia.org/wiki/Community_Engagement/Defining_Emerging_Commu...
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...
...
...
...
[6]
https://wikimediafoundation.org/2019/02/26/leading-with-wikipedia-a-brand-pr...
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...
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[7]
https://lists.wikimedia.org/pipermail/foundation-l/2007-May/029991.html
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[8]
https://commons.wikimedia.org/w/index.php?title=File%3AStrengthening_and_uni...
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...
...
...
...
[9]
https://meta.wikimedia.org/wiki/Communications/Wikimedia_brands/2030_researc...
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...
...
...
...
[10]
https://commons.wikimedia.org/wiki/File:Global_Wikipedia_and_Wikimedia_Brand...
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...
...
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...
[11]
https://commons.wikimedia.org/wiki/File:A_Wikimedia_brand_strategy_proposal_...
...
...
...
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[12]
https://meta.wikimedia.org/wiki/Talk:Communications/Wikimedia_brands/2030_re...
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...
...
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...
--
Zack McCune (he/him)
Senior Global Brand Manager
Wikimedia Foundation https://wikimediafoundation.org/
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--
Seddon
*Community and Audience Engagement Associate*
*Advancement (Fundraising), Wikimedia Foundation*
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Re: [Wikimedia-l] Reviewing our brand system for our 2030 goals