Oracle OpenWorld 2004

1
Oracle OpenWorld 2004

• Theme and Tagline Exploration
• March 16, 2004

2
Background and Approach

• Background
• Writing and creative leadership positions at
  agencies in New York and San Francisco, including
  Studio Archetype, Digitas, Pearson Branded, and
  Frankfurt Balkind
• Emphasis on corporate messaging and strategy for
  clients including HP, Autodesk, MasterCard, and
  many others
• Approach
• Look at the messaging
• Look at the audience
• Brainstorm creative directions
• Choose a direction, and develop theme and
  taglines based on that

3
Goals

• What Are the Goals for the Creative Exploration?
• Working together, we should be able to discover a
  creative direction that
• Works with Oracles overall messaging
• Speaks to both of the attendee groups for Oracle
  OpenWorld
• Helps signal that this is a new event
• Is compelling enough to help drive attendance
• Has a strong visual component
• Is ownable
• Helps drive the messaging framework for the event
  content

4
Research

• Briefing documents
• Site Research
• --Charles Phillips at AppsWorld
• --Larry Ellison at OracleWorld
• Phone interview
• --Peter Heller
• Competitive research
• This work is still preliminary. Would be ideal to
  talk to past customers and other attendees.
• Is there an Oracle Messaging document or
  framework?

5
Creative DirectionKnow

• KNOW
• Speaks to the end result of what Oracle does. The
  company helps customers really know because its
  products and services provide a coherent view of
  their data.
• You have to know before you can act in a
  meaningful way. Implies that Oracle gets you past
  paralysis by analysis, and helps you make your
  information actionable.
• Refers directly to the purpose of the event
  youre there to know more (and know better)
• Its ownable. What companies come to mind when
  you think of know?

6
Creative ExplorationKnow

• Exploration
• Know Now
• No Know Limits
• Know it and Do it
• Know Means Yes
• See, Know, Do
• First, Know

7
Creative DirectionTogether

• TOGETHER
• Speaks to what the Oracle products do they bring
  your information together coherently so you can
  act
• Also speaks to the nature of the event its a
  gathering of people who share needs and concerns
• Connotes coherence and prioritization get your
  act together

8
Creative ExplorationTogether

• Exploration
• Get it Together
• 2Together
• All Together Now
• Where Information Comes Together

9
Creative DirectionReal Time

• REAL TIME
• Speaks to a major attribute of the Oracle
  products the ability to access critical data in
  real time
• Speaks directly to the nature of the event its
  real, live, and important. Its time well spent.
• Connotes seriousness, immediacy, and candor

10
Creative ExplorationReal Time

• Exploration
• Get Real
• Its Time to Get Real
• Its Real Time
• Real Time Knowledge for a Real Time World
• Real Time for Real Life
• The Real Time World
• Its All Happening Now

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Creative DirectionThe Hub

• THE HUB
• Speaks directly to the Customer Data Hub, which
  is at the center of the Oracle Information
  Architecture
• Also works metaphorically for Oracle OpenWorld
  itselfthe event is a hub where information is
  exchanged and distributed.
• Connotes center as in center of attention, or
  the place to which all roads lead
• Also connotes balance as in tuning a bicycle
  wheel
• Interesting relationship between the real and the
  virtual

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Creative ExplorationThe Hub

• Exploration
• Center of Gravity
• Center of Attention
• Get Centered
• Hub of Activity
• Come to the Hub
• Oracle OpenWorld the IT Data Hub
• All Roads Lead to the Hub

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Creative DirectionInformation that Matters

• INFORMATION THAT MATTERS
• This speaks to the idea of Information Quality.
  The problem in business is often too much
  information, not too little. Really addresses the
  benefit behind Information Quality.
• Speaks to the primary need of customers finding
  the information they need when they need it.
  Thats the only thing that matters to them at
  that moment.
• Refers directly to the purpose of the event
  were not wasting your time, were giving you
  information that you need because its critical
  to your business. The event becomes a metaphor
  for what Oracle products and services do.

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Creative ExplorationInformation that Matters

• Exploration
• Information Quality, not Quantity
• Information that Matters
• Information, in formation
• Put Knowledge to Work

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Creative Direction1 1 3

• 1 1 3
• Comes from something Charles Phillips said at
  AppsWorld The architecture has more value than
  the sum of its parts
• Its another way of stating the value of Oracle
  products and services you get more out of it
  than what you put in to it. Nice nod to the ROI
  the products can provide.
• Refers implicitly to the merging of AppsWorld and
  OracleWorld, and says that the new Oracle
  OpenWorld has more value than the two separate
  events.
• Opens the door to play with numbers as a theme or
  an element of the theme numbers are certainly
  important to these attendees

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Creative Exploration1 1 3

• Exploration
• In4mation 2Together
• 1 4000 data points in 87 databases
• The New Math 1 1 3
• Dont just add. Multiply.

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Creative DirectionOpen

• OPEN
• Is Open ownable? Is there too much legacy with
  American Express and Linux? Its a wonderful
  concept, but can you make it yours?
• Does it work better as a supporting message than
  a theme? Is open more attribute than benefit?
• Open does imply that the AppsWorld and
  OracleWorld have opened up into a new, more
  inclusive and frank event. Speaks nicely to the
  relationship Oracle wants to have with its
  customers (honest, transparent).
• Emphasizes the name change to Oracle OpenWorld
• In some ways, a default choice

18
Creative ExplorationOpen

• Exploration
• Open Net
• Open Up
• Open Mind
• Open Opportunity
• Open for Business
• The Future Is Open

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Creative DirectionTransparency

• TRANSPARENCY
• Speaks to one benefit of the products providing
  greater business accountability and transparency
• Idea that information is like air, invisible but
  omnipresent
• Speaks to the idea of seeing through something to
  get to what it contains. You dont see the
  process, you just see the result.
• Offers great opportunities for the design team
• Speaks to the relationship Oracle wants to have
  with its customers
• Refers to the nature of the event the company is
  revealing information about itself for the
  benefit of customers, partners, and developers

20
Creative ExplorationTransparency

• Exploration
• See through your business
• See whats behind Oracle
• See Everything
• See Behind Your Data
• See Through Your Data
• Transparent Knowledge
• Whats Behind You?

21
Visual Explorations

• Images
• Pixilation small things that turn into a
  coherent whole
• Chuck Closes photography
• Things that suggest many becoming one or
  assembly (image from the X-Men)
• Transparency and layering
• Combining numbers and letters to form words
• Things that open maps, pop-ups, books, presents

22
Discussionand Plans for Follow-Up

• Again, goal isnt to necessarily choose a
  direction right this second. Lets discuss. What
  resonated with you?
• Whats the best way to move forward? One way
  might be to circulate feedback to Julie (or me)
  to share with the working group (and others if
  necessary)
• Ideally, Id love more time to work with John and
  others in a collaborative/brainstorming fashion.
  This does take some time to get right, but its
  worth the effort.

23
Contact Information

• Please feel free to contact me with any thoughts
  or ideas you have, or to discuss anything thats
  come up today.
• Kevin Cobb
• 415-381-3814
• K_Cobb_at_Hotmail.com