Yesterday, Red Hat launched a new series of short films called Red Hat Stories. These films are a key element in our effort to document “the Red Hat way” of doing things. We’ve started with sixteen films covering everything from an overview of what makes Red Hat useful, to our technology leadership, even a set about our perspective on how to liberate innovation. The piece below is a short, sweet distillation of the Red Hat way, and it speaks for itself.
I use the word “film” rather than video on purpose because it better captures the spirit of what we are trying to do with digital media at Red Hat. Films are what you make when you are captuing stories. Videos are what you make when you are selling your stuff. So we aspire to film, certainly with our most strategic work, but sometimes settle for video when the project demands it.
Red Hat’s first attempt at using film as a medium for storytelling was Truth Happens, which we created almost seven years ago. I’ve told that story in an earlier blog post. Since Truth Happens, we’ve expanded our efforts to use film, video, and other digital media tools in many ways.
There’s a nice article out today on brandchannel.com called Build Your Brand from the Inside Out, interviewing me and Ashley Stockwell from Virgin Media on the role of employees in building a brand. Even Dark Matter Matters gets a plug. Thanks Morgan!
In my recent post on the books behind Dark Matter Matters, I mentioned Dr. Kevin Keller from Dartmouth. Kevin is the author of Strategic Brand Management, which placed #3 on my list. But in addition to being an author and professor, Kevin is also a long time friend of Red Hat. He has helped us work through some of the most challenging corporate branding and positioning decisions we’ve faced over the past six or seven years.
I thought it might be nice to pass along some favorite lessons that I learned from Kevin over the years, many of which we have put into practice at Red Hat. In this post, we’ll cover 2 of the key elements behind good brand positioning: Points of Parity and Points of Difference.
If you need the primer on what positioning is all about, read my previous post here or go buy a copy of Jack Trout’s book Positioning: The Battle for Your Mind.
There’s a working definition of points of parity and points of difference in Wikipedia here, but I hope the explanation below will appeal more to average folk who aren’t as into the marketing-speak.