Regarding the question...<br><br><span style="color: rgb(0, 0, 153);">Out of interest what is the process going to be for developing the marketing</span><br style="color: rgb(0, 0, 153);"><span style="color: rgb(0, 0, 153);">
message - who will have the final say?<br><br><span style="color: rgb(0, 0, 0);">Well, this is a grassroots kind of movement, so the community is the source of most of the core messaging... perhaps with tweaks from the most experienced amongst all of you in certain circumstances. As much as possible when it comes to "final say," we ought to be able to gain a level of enthusiastic agreement on most of the important and main points. No?
<br><br>Regarding the main message being the "What is OpenID?" section, I agree this is the core...<br><br>A big question about the "What is OpenID?" section is: Is there one single main message sound bite or tag-line that works for all audiences or will the main message have to vary depending on which group being targeted?
<br><br>Or to put the question another way, does the core message about OpenID need to target multiple audiences, (website operators, developers, early adopters, end-users) or is there really only one target audience that ought to be the focus of all attention?
<br><br>-bill<br><br style="color: rgb(0, 0, 153);"></span></span><br><div><span class="gmail_quote">On 8/22/07, <b class="gmail_sendername">Andrew Tomlinson</b> <<a href="mailto:adt@cannontomlinsonbyrne.com">adt@cannontomlinsonbyrne.com
</a>> wrote:</span><blockquote class="gmail_quote" style="border-left: 1px solid rgb(204, 204, 204); margin: 0pt 0pt 0pt 0.8ex; padding-left: 1ex;">
<div>
<div dir="ltr" align="left"><span><font face="Arial" size="2">Yes, mechanism is probably not the right word. </font></span><span><font face="Arial" size="2"><a href="http://Openid.net" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">
Openid.net</a> uses framework in
its descriptor which is more friendly than protocol, but this is still
specialist terminology.</font></span></div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"></font></span> </div>
<div dir="ltr" align="left"><span><font face="Arial" size="2">"OpenID is an open, decentralized, free framework for user-centric
digital identity."</font></span></div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"></font></span> </div>
<div dir="ltr" align="left"><span><font face="Arial" size="2">On a quick search to see how the BBC described OpenID for a
semi-technical audience (maybe people on this list wrote the press releases so
it may be tainted data):</font></span></div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"></font></span> </div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"><a href="http://news.bbc.co.uk/1/hi/technology/6339813.stm" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">http://news.bbc.co.uk/1/hi/technology/6339813.stm
</a> -
</font></span><span><font face="Arial" size="2">"The Open
ID scheme uses web addresses that people already own to help authenticate their
identity. "</font></span></div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"><a href="http://news.bbc.co.uk/1/hi/technology/6376029.stm" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">http://news.bbc.co.uk/1/hi/technology/6376029.stm
</a> -
</font></span><span><font face="Arial" size="2">"OpenID is
a decentralised identification system that lets individuals use a single
password for any site that supports it."</font></span></div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"></font></span> </div>
<div dir="ltr" align="left"><span><font face="Arial" size="2">Scheme seems to me a lot more approachable. I also like the use of
the term "web address" instead of using URI or overloading the term OpenID
- makes things sound a lot less technical.</font></span></div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"></font></span><span><font face="Arial" size="2"></font></span> </div>
<div dir="ltr" align="left"><span><font face="Arial" size="2">Maybe the main descriptor might benefit from a non-technical version as
well as the current technical one on <a href="http://openid.net" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">openid.net</a>. Something
like:</font></span></div>
<div dir="ltr" align="left"><span><font face="Arial" size="2"></font></span> </div>
<div dir="ltr" align="left"><span><font face="Arial" size="2">
<div dir="ltr" align="left"><span><font face="Arial" size="2">"OpenID is a simple, safe, free way to use the
same password on multiple websites."</font></span></div>
<div dir="ltr" align="left"><span></span> </div>
<div dir="ltr" align="left"><span>Not perfect, but
demonstrates the idea. Do people think this loses too much of the
message?</span></div>
<div dir="ltr" align="left"><span></span> </div>
<div dir="ltr" align="left"><span>Let me know what you
think.</span></div>
<div dir="ltr" align="left"><span></span> </div>
<div dir="ltr" align="left"><span>Andrew</span></div></font></span></div><br>
<div dir="ltr" align="left" lang="en-us">
<hr>
<font face="Tahoma" size="2"><b>From:</b> <a href="mailto:marketing-bounces@openid.net" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">marketing-bounces@openid.net</a>
[mailto:<a href="mailto:marketing-bounces@openid.net" target="_blank" onclick="return top.js.OpenExtLink(window,event,this)">marketing-bounces@openid.net</a>] <b>On Behalf Of </b>Hans
Granqvist<br><b>Sent:</b> 21 August 2007 21:26<br><b>To:</b> OpenID
marketing<br><b>Subject:</b> Re: [Marketing] core message platform (CMP)
discussion<br></font><br></div><div><span class="e" id="q_1148cc6fda957fc2_1">
<div></div><br>
<div>
<blockquote class="gmail_quote" style="border-left: 1px solid rgb(204, 204, 204); margin: 0pt 0pt 0pt 0.8ex; padding-left: 1ex;">What
is OpenID?<br><br>1. A decentralized, open source mechanism for
single sign-on ... <br>2. An way to eliminate the "I have far too
many user names and passwords"<br>pain<br>13. OpenID enables single
registration<br>* It is more secure than username and
password</blockquote>
<div><br>OpenID is not am authentication mechanism but a protocol, so that
<br>statement is incorrect.<br></div><br>
<blockquote class="gmail_quote" style="border-left: 1px solid rgb(204, 204, 204); margin: 0pt 0pt 0pt 0.8ex; padding-left: 1ex;">...<br>The
first section is the main message. Getting that right is the key.
<br></blockquote><br>
<div>Exactly. <br><br>-Hans<br></div><br></div></span></div></div>
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