Refeds


Subject RE: edu ID branding
From "Andrew Cormack" <Andrew.Cormack@xxxxxx>
Date Tue, 1 Jun 2010 10:23:16 +0100

Ah, good. It struck me that the Coke bottle is an even better example.
Meaningless (and actually rather silly) until it became the shape in
which Coke was packaged ;-)

Cheers
Andrew

> -----Original Message-----
> From: Leif Johansson [mailto:leifj@xxxxxxxx]
> Sent: 01 June 2010 10:15
> To: Andrew Cormack
> Cc: Rhys Smith; Mark Williams; refeds@xxxxxxxxxx;
> matt.shreeve@xxxxxxxxxxxxxxxxxxxxxx
> Subject: Re: [refeds] edu ID branding
> 
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> On 06/01/2010 11:08 AM, Andrew Cormack wrote:
> >> -----Original Message-----
> >> From: Leif Johansson [mailto:leifj@xxxxxxxx]
> >> Sent: 01 June 2010 10:02
> >> To: Rhys Smith
> >> Cc: Mark Williams; refeds@xxxxxxxxxx;
> >> matt.shreeve@xxxxxxxxxxxxxxxxxxxxxx
> >> Subject: Re: [refeds] edu ID branding
> >>
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> >> On 06/01/2010 11:00 AM, Rhys Smith wrote:
> >>> On 1 Jun 2010, at 11:35, Leif Johansson wrote:
> >>>> but the brand actually has to mean something
> >>>
> >>> Sorry - have to disagree here.
> >>>
> >>> The brand doesn't have to mean *anything*, and I'm extremely
> > doubtful
> >> we could ever create a brand that meaningfully expresses what
> > federated
> >> identity is all about that the average user in the street (edu-
> >> affiliated or not) can understand. Most notably, if even we could,
> >> users do not want to understand: they just want things to work as
if
> > by
> >> magic.
> >>>
> >>
> >> It has to mean something to the relying parties otherwize it won't
> get
> >> used.
> >
> > Suggested counter-example: "Visa"
> >
> > There has to be meaning *associated* with the brand, but any symbols
> > contained within the brand don't have to mean anything. The only
> > difference is to passing Martians who might, perhaps, value a
> > "Mastercard" over a "Visa" ?
> 
> Well that is exactly what I mean when I talk about meaning of the
> brand.
> Of course the words and symbology used doesn't have to mean
> anything (I thought this was self-evident actually).
> 
> 	Cheers Leif
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