NewOrg: what’s in a name?

TERENA General Assembly, Dublin, 22 May 2014

Lose something, win something

Two names will disappear – two organisations with an excellent reputation built up over more than 20 years.

… but the confusion may disappear as well

… it has always been difficult to understandor explain the relationship between DANTE,TERENA and GÉANT (and what is GN3plus?)

NewOrg name: possible options

1. Keep the GÉANT name for the project, but have a new name for NewOrg

2. Use the GÉANT name both for the project and for NewOrg

3. Choose a new name to use for the project and for NewOrg

=> Last option seen as most expensive and not realistic

What to do?

• Keep the GÉANT name for the project, but have a new name for NewOrg

Pro ConNew start, new message Difficult to build recognition

for new nameNo takeover perceptionsClear distinction between the project and the other activities of NewOrg possible

Two names more difficult to get recognition for than one

Leaves GÉANT meaning intact Two brands to be maintained - confusion still possible

What to do?

• Use the GÉANT name both for the project and for NewOrg

Pro ConOne name to find them all…

Distinction between the project and the other activities of NewOrg blurred

Builds on existing strong name; continuity, simplicity.

Negative connotations of GÉANT kept (closed, too much money, not collaborative enough.) Needs work to re-define meaning of the brand.Limiting: e.g. experiments that are disruptive for the project?

What will it cost?

• GÉANT: some rebranding needed to avoid negative connotations and fear of takeover

• GÉANT: re-positioning work needed to distinguish between project, organisation, other projects

• New name: name to be found, logo, domain name, trademarking

• New name: visual identity, relationship with GÉANT

• Both cases: staff and NREN communication

Cost about equal

So, what do we do?

• BoD/TEC discussion 25 April: go with GÉANT!– Less confusion– Still a lot of work to get new image across– Work to avoid negative connotations

• But: need to add something– Distinguish between the organisation, the project

and the other projects NewOrg is involved in.

Next steps, still undecided

• GÉANT association? GÉANT alliance? GÉANT group?

• GÉANT 2.0? GÉANT2? GËANT?

• Connect-communicate-collaborate? Connecting NRENs? Networking the Networkers? New slogan?

(Forget these…)

The GA is asked…

• To endorse the BoD/TEC proposal for using the ‘GÉANT something’ name for the new association

• Information on further options and developments will be provided in the next GA meetings – gives the Communications people something to work on…