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Brand/Firefox

43 bytes added, 19:48, 13 January 2011
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Intro=Introduction=
Whether you’re new to Firefox or you’ve been around for a while, you know there is something very special about this brand.
What this giude guide attempts to do is to define what makes Firefox special and give us some tools to help us articulate, express and evaluate the brand in our daily work.
This foundation (brand promise, position and voice) is a great beginning, a tool that allows us to speak with one voice.
=Brand Promise=
Our brand promise is a single statement that captures the essence of our experience. This is the internal compass we use to guide the development of our brand.
This is not an ad. This is not a tagline. This is our promise to our customers. It’s that simple.
FIREFOX ANSWERS TO NO ONE BUT YOU'''Firefox answers to no one but you'''
=Brand Positioning=
Positioning provides detail around the benefits we offer our customers.
This level of detail is important when developing ideas, communications or making decisions that reflect on the brand.
'''Firefox prioritizes principles over profits to put individuals in control and shape the future of the web for the public good.'''
=Five Pillars of the Brand=
Five Pillars 1. Non-profit: Firefox is fundamentally driven by the Mozilla mission rather than business concerns.2. Track record: Firefox has a long history of Supportdoing the right thing for both individuals and the web as a whole.3. Empowering innovation: Firefox enables individuals to create and build without permission or restriction.4. Community driven: At its core, Firefox is about people and is powered by a global community of individuals working together for the public good.5. Challenger spirit: Firefox starts races, and isn’t afraid to compete with the world’s biggest companies.
1. NON-PROfITFirefox is fundamentally driven by the Mozilla mission rather than business concerns.2. TRAck REcORDFirefox has a long history of doing the right thing for both individuals and the web as a whole.3. EMPOwERING INNOvATIONFirefox enables individuals to create and build without permission or restriction.4. cOMMuNITy DRIvENAt its core, Firefox is about people and is powered by a global community of individuals working together for the public good.5. chAllENGER SPIRITFirefox starts races, and isn’t afraid to compete with the world’s biggest companies. =Brand Voice=
When we create communications, how do we ensure we are making this promise and positioning real?
This is the language that is influenced by the world in which we live. This is the language that embodies the promise of “Firefox answers to no one but you.”
*Unconventional*Engaging*Honest*Human*Smart*Confident
=Brand Manifesto=
We’re quite content to be the odd browser out.
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