BSides Detroit Branding Call Notes 2011-10/28
J Wolfgang Goerlich
Steven Fox
I think we had a geat meeting today; an excellent start to what will be an amazing conference.
I am concerned about the "broken microphone" theme for the t-shirt. I get that this is an inside-joke from last year, but I am looking at what impression it will make on new attendees and prospective sponsors. I don't see how a broken microphone symbolizes a positive image for the conference. I feel we should consider that our t-shirt will give others the impression that we have a broken conference.
I am also concerned by what sounded like the exclusion of business stakeholders from the CFP process. I got the impression that we prefer submissions from non-business stakeholders. Was this a misunderstanding?
Steven
Date: Fri, 28 Oct 2011 19:13:16 -0400
Subject: [BSidesDetroit] BSides Detroit Branding Call Notes 2011-10/28
From: jwgoe...@gmail.com
To: bsides...@googlegroups.com
J Wolfgang Goerlich
Sent from my iPad
Keith
Michael Galligan
Michael L. Galligan
White Haired Man, LLC.
Kyle Creyts
On Oct 28, 2011 7:13 PM, "J Wolfgang Goerlich" <jwgoe...@gmail.com> wrote:
>
> Team,
>
> Below are the notes Michael Galligan during today's branding call. Some interesting discussions about who we are as a community. What does it mean for Detroit to be a port city? Where is the line between respectable and professional? The line between laidback and stodgy? These are a few of the things we discussed.
>
> The next call is Wednesday, November 2, from 3-5 pm. Feedback, thoughts, comments?
>
> Wolfgang
>
>
> BSides Detroit Branding Call Notes 2011-10/28
> Steven Fox, Michael Galligan, Wolf Goerlich, Ryan Harp, Brad McMahon, Derek Thomas
>
> Identity: BSides Detroit
>
> 1. How is the company structured? BSides is a national organization, began in Las Vegas, in response to large infosec conferences. Need for localized unconference set up. National Logo available at securitybsides.org. Two years old.
>
> 2. How is it managed? Do it yourself, democratic, local ethos. Ryan & Kyle set up conference for 2010. BSides Detroit is an annual conference. Brought together the I3Detroit and Omnicourt Detroit at Hackers spaces, lockpicking groups, Arbsec, and Allhandsactive.Spawned Michigan Security Group (MiSec).
>
> 3. How has the company evolved over the past 5-10 years? June 2010, BSides held first conference with over 100 attendees.
>
> 4. What trends are affecting the industry and how is the company anticipating them? The participation level between presenters and speakers seemed too impersonal and distant. Interaction between participants and speakers needed to be increased for collaborative learning experience. Opens up speaking opportunities that wouldn’t exist for less experienced speakers. BSides provides a central conference for a myriad of local groups.
>
> 5. How does the company sell its products or services? Entrance to con is free. The parent BSides organization is a non-profit. Sponsorships or donations pay for Con.
By successfully holding quality events. Our success is defined by our reputation, and our ability to pull audiences, speakers, ideas and meld them into community.
>
> 6. What does the company do well? BSides provides a conference and opportunity underscored with and for local talent in the infosec community.
>
> 7. What does the company do not so well? Lack of experience at running event. Branding caused pain. 230 signed up and only 100 showed. Using social media: twitter/facebook, pushing through core group. Omnicore building audio visual support not as good as it could have been. Broken microphone (tshirt theme): inside joke to last years attendees, anyone is a participant, imbues essence of Detroit (gritty, unpolished, real world, hands on), Hacker Ethic (democratic, everyone is even, meritocracy, Occupy movement).
>
> 8. Who are the important publics (i.e. investors, customers, prospects, communities, etc.)? Strong possibilities with: Qualys (vulnerability scanning), Barracuda Networks (firewall, anti-spam) Arbor Networks. Hopefuls: Microsoft, Effortless 24-7, Viopoint, Rapid7, Watchguard, etc. Targeting local IT & infosec companies with 10-25 people.
>
> 9. How does the company currently communicate with them? Not mandatory to national level but recommended. Sponsors to be contacted after sponsorship kit is developed, starting Feb 1.
Local org leadership connects with these orgs personally or through contacts, and secures funding, which is directly paid to the national level, who then pays for line items, providing a shorter chain of accounting and more controlled funds management.
>
> 10. How does the company’s existing graphic identity support management’s vision? Steve Fox (history of Detroit as port city. Share ideas and passions for the infosec field). Kyle’s (gritty, abandoned warehouse, rogue hacker robin hood). Wolfgang Goerlich (meritocracy, local community, folks taking turns sharing what their doing and what their passionate about in regards to infosec). Derrick, (useful and up to date USEFUL information, respectable, not professional). Brad agrees with above.
In all honesty, I was excited about the warehouse because it was interesting; there was obvious history there, and the lack of specific focal objects lent to the theme of people as the focus. The graphic identity, I'll interpret to mean associated imagery? Typically associated with being the alternative to the destination events which gather talent and showcase it for profit, we are the B-Side to the A-Side of those conferences, (typically the A-side of a record would contain the popular songs which sold more albums, whereas the B-side would frequently contain less popular songs, sometimes of greater appeal to those who enjoyed the musician regardless of the popularity of individual songs), in that we attempt to bring solid and legitimate content to the table for those interested in the topic, rather than trying to just sell albums. Providing a platform for the sharing of passion is the way in which we hope to meld these individuals into communities, into groups, who will foster and strengthen each others passion. Essentially, instead of hosting an echo chamber, we try to create an environment that causes positive feedback loops of motivated passion.
>
> 11. Is that identity distinct from the competition? Summit, Secure World, more coming in week.
I think so. I don't think anybody else REALLY makes the _community_ their message. Some have a sort of similar motivation, but few try to carry the organic feel, and absolute mantra of "for the participants, to foster the conversation" as guiding principles. Most focus on education and inspiration of a crowd by thought leaders, not interaction for mutual development. We're the social networking shift of the internet, to the conference world. We are attempting to move away from one-to-many communication, and towards many-to-many, and one-to-some or some-to-some models, to foster innovation, networking, and conversation.
>
> 12. Is the company’s identity communicated consistently and cohesively? No cohesive branding in place nationally, or locally at the BSides Detroit level.
There are attempts to try to standardize the message from the national level, and we would like to stick with that.
>
> 13. Does the company have specific communications objectives? Community, Meritocracy, Relevance, Technocracy, Digerati, Irreverance, Geeky-Fun.
>
> 14. What are they and how has the current identity program been meeting them?
> N/A.
>
> 15. What has motivated the company to redefine or redesign its corporate identity?
> Robocop negatively represented who BSides Detroit was. This choice of logo cost the organization a conference location. Brand of BSides Detroit should serve community (infosec and business community it serves). Branding should overcome negative and stereotypical Detroit.
>
> 16. What does it hope to achieve with a new identity program?
> See 15.
>
> Current Situation
>
> 1. Who are your key customers and where are they (current and prospective)?
> What are their problems, needs and wants? Local infosec professionals and the businesses they serve.
I would add students and universities, since chances are good that they will play a role in the future of the industry, and the direction it will take. Get em on the bandwagon young.
>
> 2. What benefit can your company provide these customers that they can’t
> obtain elsewhere? TBD.
Quality content less hype, and less buzzwords?
>
> 3. Where are you now? Where do you want to be in 1 year, 3 years, 5 years and beyond? Conference attendence just over 100 in 2011. Goal for June 2012 is 300 attendees.
>
> Project Specific
>
> 1. Has the client ever worked with a designer? Wolfgang has experienced working with a designer.
I have a bit of a design background.
>
> 2. What is the budget for the project? Currently there are no dollars set aside for design of Corporate Identity at this time. Sponsorships or donations could alter this reality.
>
> 3. If the audience could come away with just one thought about the company/product/service what would that be?
>
I never knew I had so much in common with so many people near me/I never thought I would be such an integral part of something so viral and positive.
> 4. Two thoughts?
>
See 3.
> 5. Are there existing visual assets (photos, copy, illustration, etc.)? No existing assets exist.
Yes. I will gather what I have for copy and sketches and forward it.
>
> 6. Does the project require photography or illustration? TBD.
>
> 7. Are there particular logos, graphic or colors? TBD.
>
> 8. What are the restraints of the project? Logo needs to be ready by January 2nd, 2012.
>
> 9. Is there any competitive literature available? Steven Fox is working on this by Nov. 4th, 2011.
>
> 10. Are there similar existing pieces the client likes or finds interesting? TBD.
>
> 11. What key factors differentiate the client from their competition? BSides is a local grass roots convention with non paid public speakers.
Focus on integration and participation by the audience for immersion in content and positive change.
>
> 12. What is the timeline/schedule for the project? Logo to be done by Jan. 2nd, 2012.
>
> 13. How will the project be distributed? TBD. Mail, Handout, Internet, Other.
>
> 14. Who is responsible for approvals? Wolfgang is responsible as point of contact for BSide Detroit. Michael Galligan is responsible for WHMD.
>
> 15. What would constitute a successful project? What are the expectations?
>
> Perception
>
> 1. Use three adjectives to describe how the audience should perceive the company.
> (Examples: conservative, progressive, friendly, formal, casual, serious, energetic, humorous, professional). TBD.
>
Positive, community-oriented, and friendly.
> 2. Is this different than current image perception? TBD.
>
> 3. What do you feel is the biggest challenge in getting this image across to customers? TBD.
Dilution of message .vs. attractiveness of image to each of our diverse audiences.
>
> 4. How is your company currently perceived? Do you wish to carry the same kind of message through this project or campaign?
>
>
> Action items:
>
> Wolfgang: provide email list, redmine server, google docs, cell phone list by Monday October 31st, 2011.
> Wolfgang: clean up sponsorship list and sponsorship pack by Jan 30th, 2012.
> White Haired Man Design: provide branding logo by Jan 2nd, 2012.
> Steven Fox: keep national organization updated as necessary.
> Steven Fox: provide a list of competitive conferences and their websites by Nov. 4th, 2011.
> Steven Fox: provide list of collateral items that will be needed Nov. 11th, 2011.
>
Kyle Creyts: provide copy and sketches to WHMD by Nov. 4
(I would also be willing to continue keeping national updated if nobody was opposed)
Sorry I couldn't make the call. I was called into a review session for my presentation next week. I will attempt to make the next call from the plane on the way back, and hope that I didn't unsettle anybody. Please don't allow this to dampen your perception of my passion.
Kyle Creyts
To clarify, we accept talks solely on merit, and with no regard for contribution. We will acknowledge sponsorship in many other ways, but will not do so by diverging from our dedication to meritorious content.
Sponsorship will not equate to speaking slots. Period. It is against the ethos of the organization.
Steven Fox
I thought I heard something to the effect that we would only welcome proposals from non-business stakeholders. Clearly I misunderstood.
Date: Fri, 28 Oct 2011 20:15:14 -0400
Subject: Re: [BSidesDetroit] BSides Detroit Branding Call Notes 2011-10/28
From: kyle....@gmail.com
To: bsides...@googlegroups.com
Michael Galligan
Kyle: There are attempts to try to standardize the message from the national level, and we would like to stick with that.
Michael: During the meeting it seemed there were no national standards. I'd like the national standards for identity to be provided so we don't find ourselves out of step with parent organization.
--Kyle Creyts
I think perhaps there is confusion in the definition we are each using for stakeholders; to me, stakeholders are those with a vested interest in the outcome of the event, those whom we are aiming to please or benefit in holding the event. Namely, the participants, with a desire to see the sponsors getting recognition and benefit from their contribution as well.
I don't want anyone to think I hate vendors; the firmness of my statement only comes out of a desire to impart the vehemence with which this has always been shared to me by the Core group, and a desire to impart the culture of the organization. I wasn't categorically dismissing your question, I just appear to have been operating on a different interpretation of your wording.
Just to put us on the same page, how do you define stakeholders?
I have pretty strong feelings about dedication to quality of content, but as long as we agree on the merit and value of a talk, I think that who the submitting party is should be given less importance. Of course, we will likely derive a large portion of the content from our perception of the submitters, unless we are asking for full decks at cfp time instead of abstracts.
Also, in previous message, I meant donated contribution.
J Wolfgang Goerlich
Kyle Creyts
Logo and brand, to me differ from identity, perhaps this generates some large portion of the confusion. To me, an identity consists of the core values you espouse, hold, and project onto the world, as an organization.
It combines with your perception of target markets and stakeholders to drive the crafting of your appropriate brand ideas.
So, to me, the sharing of concepts and ideals begets the sharing of a shared base identity, which each event then builds upon to personalize their individual identity.
We attempt to focus on maintaining aspects of individuality without merging into the group identity, and still sharing a set of values. We want a derived identity that each event can use as a basis for their identity.
But that is likely outside the scope of this specific project.
If anybody does want to discuss the shared identity further in a different thread, I suggest we move it to the core organizers list.
Can I get some clarification on the terms? I do apologize for missing the call earlier, but I feel like I need help getting my language difficulties out of the way so we can have an effective conversation.
Michael Galligan
Steven Fox
The trade of goods and ideas made possible by the waterways close to Detroit and its proximity to Canada made it a cosmopolitan city in its early history. These interactions spanned multiple trades and industries.
InfoSec touches multiple industries and involves professionals at all levels. My vision is that BSides Detroit serves as the port where technical and business participants can connect and exchange ideas and create new opportunities.
Steven
Sent on the Sprint® Now Network from my BlackBerry®
-----Original Message-----
From: J Wolfgang Goerlich <jwgoe...@gmail.com>
Date: Fri, 28 Oct 2011 23:13:16
To: <bsides...@googlegroups.com>
Subject: [BSidesDetroit] BSides Detroit Branding Call Notes 2011-10/28
Team,
Below are the notes Michael Galligan during today's branding call. Some interesting discussions about who we are as a community. What does it mean for Detroit to be a port city? Where is the line between respectable and professional? The line between laidback and stodgy? These are a few of the things we discussed.
The next call is Wednesday, November 2, from 3-5 pm. Feedback, thoughts, comments?
Wolfgang
BSides Detroit Branding Call Notes 2011-10/28
Steven Fox, Michael Galligan, Wolf Goerlich, Ryan Harp, Brad McMahon, Derek Thomas
Identity: BSides Detroit
1. How is the company structured? BSides is a national organization, began in Las Vegas, in response to large infosec conferences. Need for localized unconference set up. National Logo available at securitybsides.org <http://securitybsides.org/> . Two years old.
2. How is it managed? Do it yourself, democratic, local ethos. Ryan & Kyle set up conference for 2010. BSides Detroit is an annual conference. Brought together the I3Detroit and Omnicourt Detroit at Hackers spaces, lockpicking groups, Arbsec, and Allhandsactive.Spawned Michigan Security Group (MiSec).
3. How has the company evolved over the past 5-10 years? June 2010, BSides held first conference with over 100 attendees.
4. What trends are affecting the industry and how is the company anticipating them? The participation level between presenters and speakers seemed too impersonal and distant. Interaction between participants and speakers needed to be increased for collaborative learning experience. Opens up speaking opportunities that wouldn't exist for less experienced speakers. BSides provides a central conference for a myriad of local groups.
5. How does the company sell its products or services? Entrance to con is free. The parent BSides organization is a non-profit. Sponsorships or donations pay for Con.
6. What does the company do well? BSides provides a conference and opportunity underscored with and for local talent in the infosec community.
7. What does the company do not so well? Lack of experience at running event. Branding caused pain. 230 signed up and only 100 showed. Using social media: twitter/facebook, pushing through core group. Omnicore building audio visual support not as good as it could have been. Broken microphone (tshirt theme): inside joke to last years attendees, anyone is a participant, imbues essence of Detroit (gritty, unpolished, real world, hands on), Hacker Ethic (democratic, everyone is even, meritocracy, Occupy movement).
8. Who are the important publics (i.e. investors, customers, prospects, communities, etc.)? Strong possibilities with: Qualys (vulnerability scanning), Barracuda Networks (firewall, anti-spam) Arbor Networks. Hopefuls: Microsoft, Effortless 24-7, Viopoint, Rapid7, Watchguard, etc. Targeting local IT & infosec companies with 10-25 people.
9. How does the company currently communicate with them? Not mandatory to national level but recommended. Sponsors to be contacted after sponsorship kit is developed, starting Feb 1.
10. How does the company's existing graphic identity support management's vision? Steve Fox (history of Detroit as port city. Share ideas and passions for the infosec field). Kyle's (gritty, abandoned warehouse, rogue hacker robin hood). Wolfgang Goerlich (meritocracy, local community, folks taking turns sharing what their doing and what their passionate about in regards to infosec). Derrick, (useful and up to date USEFUL information, respectable, not professional). Brad agrees with above.
11. Is that identity distinct from the competition? Summit, Secure World, more coming in week.
12. Is the company's identity communicated consistently and cohesively? No cohesive branding in place nationally, or locally at the BSides Detroit level.
13. Does the company have specific communications objectives? Community, Meritocracy, Relevance, Technocracy, Digerati, Irreverance, Geeky-Fun.
14. What are they and how has the current identity program been meeting them?
N/A.
15. What has motivated the company to redefine or redesign its corporate identity?
Robocop negatively represented who BSides Detroit was. This choice of logo cost the organization a conference location. Brand of BSides Detroit should serve community (infosec and business community it serves). Branding should overcome negative and stereotypical Detroit.
16. What does it hope to achieve with a new identity program?
See 15.
Current Situation
1. Who are your key customers and where are they (current and prospective)?
What are their problems, needs and wants? Local infosec professionals and the businesses they serve.
2. What benefit can your company provide these customers that they can't
obtain elsewhere? TBD.
3. Where are you now? Where do you want to be in 1 year, 3 years, 5 years and beyond? Conference attendence just over 100 in 2011. Goal for June 2012 is 300 attendees.
Project Specific
1. Has the client ever worked with a designer? Wolfgang has experienced working with a designer.
2. What is the budget for the project? Currently there are no dollars set aside for design of Corporate Identity at this time. Sponsorships or donations could alter this reality.
3. If the audience could come away with just one thought about the company/product/service what would that be?
4. Two thoughts?
5. Are there existing visual assets (photos, copy, illustration, etc.)? No existing assets exist.
6. Does the project require photography or illustration? TBD.
7. Are there particular logos, graphic or colors? TBD.
8. What are the restraints of the project? Logo needs to be ready by January 2nd, 2012.
9. Is there any competitive literature available? Steven Fox is working on this by Nov. 4th, 2011.
10. Are there similar existing pieces the client likes or finds interesting? TBD.
11. What key factors differentiate the client from their competition? BSides is a local grass roots convention with non paid public speakers.
12. What is the timeline/schedule for the project? Logo to be done by Jan. 2nd, 2012.
13. How will the project be distributed? TBD. Mail, Handout, Internet, Other.
14. Who is responsible for approvals? Wolfgang is responsible as point of contact for BSide Detroit. Michael Galligan is responsible for WHMD.
15. What would constitute a successful project? What are the expectations?
Perception
1. Use three adjectives to describe how the audience should perceive the company.
(Examples: conservative, progressive, friendly, formal, casual, serious, energetic, humorous, professional). TBD.
2. Is this different than current image perception? TBD.
3. What do you feel is the biggest challenge in getting this image across to customers? TBD.