Conference 7.286::digital

    An interesting idea. I think I'll try it on for size. (See personal
    name field.)
    
    			Alfred

    
    I like it.  One hopes it will become as ubiquitous as Intel
    Inside(tm).
    
    Glenn

    
    For my money, we make our trademarks and our slogans too long
    (and often too abstract or too vague).  They often mean more
    to insiders than to customers.  It makes reading our sales and
    marketing literature absolutely painful.  Also, over the last
    several years, the titles of our technical literature have
    become dense thickets of the this week's names.  I think it
    stems from our ongoing search for a corporate identity.
    
    ron

    
    Well I am showing my age, but does anyone remember the pepsi
    generation?

    
    
    
    How about Alphalated?
    
    
    I'm elated, I've just been Alphalated.  Original, short and rolls off
    the tongue nicely.
    
    
    Mike

>    Well I am showing my age, but does anyone remember the pepsi
>    generation?

Note the topic title.  Can you sing the jingle?

    re: .5  "I've just been Alphalated."
    
    Sorry, but this sounds more like an embarrassing and painful medical
    procedure than a marketing slogan. Just like "VAXinated" ...
    
    Geoff

    
    But since it is an unknown, we get to define what it means.  Alphalated
    was an example, what others can we come up with.  There should have
    been a contest for employees.
    
    
    
    Mike

    I have seen someone who has a Notes Personal Name of
    
    		"Alphaholic"

    
    Windham Hill will probably try to sign a recording contract with 
    the New Age, 'AlphaGeneration' band.
    
    jc

         Begs the question:
    
         Is the AlphaGeneration a BetaGeneration?
    
    spoiler:
    
    
    
    Beta (Better)

 More empty sloganeering?

Nowadays, a generation in the computer industry is about six to nine months.
AlphaGeneration makes me wonder what will be next.  
AlphaEra fits the description and the intent better.

    
    >AlphaEra fits the description and the intent better.
    
    Too easily heard and/or pronounced as AlphaError.
    
    			Alfred

AlphaGeneration....does it have an official color yet? How about the
dot over the 'i'...is it round or square? These are questions just begging
to be answered. Has a committee been formed and (of course) funded to resolve
these burning issues? Even more important has a VP been hired to head this
most important part of the corporation up?  Call them the VP of corporate
trademarks, brands and names. :^)

-----------------------

It sounds a cheap knock off of the TV show named for Next Inc. Its called
Star Trek, the Next Generation. ;^) Hummmm, wonder if we paid them enough if
theyd change the name to the AlphaGeneration?

----------------------

Yes I remember the Pepsi generation! It wasnt that long ago was it? :^\ 

    
    Wow. Tough crowd.
    
    Glenn

      Re .16
    
      Just a bunch of refugees from SOAPBOX.....
    
      Why don't we come up with a REALLY simple slogan/brand/whatever??
    I've always wanted to open up a company and use George Carlin's line
    for the products.....I'd call the entire line "Stuff"! 
    
       "What do YOU do for a living??"
    
       "I make stuff and sell stuff"
    
      Everyone'd remember that!!
    
      John Mc
    
      

    
    
    Before you....
    
    Administrate
    Calculate
    Configurate
    Demonstrate
    Tabulate
    Formulate
    <insert your favorite ate here>
    
    Make sure you Alphalate  

When I first saw this, I was SURE it was an April Fool's joke.  It's not,
but it should be.

From a serious point of view, AlphaGeneration is, I think, intended to fill
the same role that "Intel Inside" does.  We do need something like that.
Unfortunately, it's too long and leaves too many openings for competitors
to ridicule us. 

From a point of view that is more serious than I'd like it to be, considering
the history of the "Brand Communication Services" group, I find myself
wondering how many weeks it will be until we're told to stop using
AlphaGeneration.  (Probably just after we've printed tons of marketing
literature using it.)   At least AlphaGeneration isn't QUITE as ridiculous
as Flexible-Flyer-Dura-Underware, or whatever it was like that which last
came from the BCS group.  (I wonder if this is the new name for Gordon
Bell's NOD?)

				Steve

    Somehow I don't think that Alpha-late is the kind of message we'd want
    to advertise a leading-edge technology. Alpha-just-in-time?

>>Make sure you Alphalate
I dunno. Sounds to me like a bodily function that shouldnt be discussed in
polite company.  

    Sounds like a delivery joke:
    
    AlphaReady?
    
    No, Alphalate.

    
    Can we call seed units the AlfalfaGeneration?
    

Does AlphaGeneration mean...




Intel Aside?

Lee

    I kinda always liked AlphaBits..
    
    -Andy

        Re:           <<< Note 2974.27 by NYOS02::ROTHMAN "IPL31, or bust.." >>>

        Here we go again! How about something constructive?
        
        Let me  try.    I  don't  understand  the  impact  of  naming and
        branding.  It  would  be  very  helpful  is  some  reader of this
        notesfile would comment.  I would also add that the length of the
        branding struck me as excessive.  And finally I would ask what we
        are trying to accomplish through this naming  scheme.  Armed with
        this knowledge I would be more comfortable making a judgment.
        
        Anker

    And yes there is an official "logo" for AlphaGeneration...

    ... and the image of this new logo, in Erik Goetze's DIGITAL ArtLibrary
        WWW infoserver, may be found RSN on page ... ? :-)

    Sigh...
    
    I first read about this in the UK_DIGITAL conference, and I've had
    overnight to think about it. I posted a note there, and I'll make
    another comment here. I agree with Steve Lionel, it seems to be some
    kind of response to "Intel Inside". That campaign achieved a lot; it
    was a very good marketing move. The threat of AMD 486 chips was just
    ahead, and Intel were still smarting from the effect AMD 386 clones
    had had on their virtual monopoly on 386-based PCs. Their response was
    to start Intel Inside, and the result was that in a very short time,
    they had established the perception in the PC-buying public (Corporate
    and otherwise) that an Intel-based PC is a "good" PC, and all the
    others are somehow inferior.
    
    Now then, what is AlphaGeneration supposed to do? I have no idea, and I
    don't believe it has the bite required to grab public imagination.
    Intel Inside is catchy, and alliterative; it has focus. I would much
    have preferred that they had chosen something that would generate the
    belief or perception that a PC without Alpha is a "slow" PC. After
    all, PowerPC and Pentium are already hitting the streets. Something
    like a sort of star-burst logo, with the word AlphaBox in it; used in
    *exactly* the same way Intel Inside is used. AlphaBox is alliterative,
    catchy etc. and has specific focus.
    
    Laurie.

    what's the font?
    
    ed

    Well, the 15-char length of "AlphaGeneration" aside, I think it could
    be used in a subtle yet powerful way to imply that Yes, it _was_ nice
    (once) to want to have our strategic partners' Intels Inside, but if
    you want to move on into the next era, AlphaGeneration's the way to go. 
    _Pace_ whoever it was that pointed out the accelerating pace of
    generations; I think that's an info-industry rather than a general
    cultural usage of the term.  At least in THIS era.
    

    
    Wouldn't that infer that Pentium(TM) is already fifth generation?
    Cyrix chose to meet Intel head on with "Cyrix Instead". 

How about AlphaDrive...kinda like overdrive...or warp drive? Actually
I like the Cyrix Instead logo...pretty catchy and IYF!

>    Now then, what is AlphaGeneration supposed to do? I have no idea, and I
>    don't believe it has the bite required to grab public imagination.
>    Intel Inside is catchy, and alliterative; it has focus. I would much
>    have preferred that they had chosen something that would generate the
>    belief or perception that a PC without Alpha is a "slow" PC. After
>    all, PowerPC and Pentium are already hitting the streets. Something
>    like a sort of star-burst logo, with the word AlphaBox in it; used in
>    *exactly* the same way Intel Inside is used. AlphaBox is alliterative,
>    catchy etc. and has specific focus.


     I do agree with the sentiments above but let me add a few thoughts;

     If AlphaGeneration is marketed (is that a word?) along with
     another vein, such as your AlphaBox suggestion, then I think
     it has a chance. Getting a brand name and brand recogition
     to the market is paramount. The use of ALphaGeneration is 
     (IMHO) a step in the right direction. But I agree that it may
     require some supplemental messages to carry any real
     significance.

     About the "Intel Inside Logo", many of the Intel pundits, like
     alot of the geeks who constantly bitch in this notes
     conference, thought that spending $250 million for such a lame
     logo was a waste of Intel's profits. I remember hearing 
     that on CNN when Intel started that promotion. Well, I venture
     to say that it's been a wopping success.

     Digital is finally taking steps to better market it's product.
     Something we've all been screaming about for years. I welcome 
     the notion. 


    

  

    
    Very catchy, maybe we can get the Who to do the theme song:
    
    Talkin bout my (Alpha)Generation
    
    It might just fffffaade away
    

    
    I suggest we all send BP a message that expresses our dismay at the
    absolute folly of this new name. And that we all suggest that he
    personally pull the plug on it. 
    
    Steve B.

    re: .34
    
    why not go head-to-head and have
    
    	Alpha inside
    
    	double your speed with 64 bits of processor power from Digital
    

    	How about a couple of guys, clicking away on their PCs, looking
    very impressed, when one says, "Hey...Phew...Do you smell that?"
    	"Yup," says the other, "that's the Alphart inside..."
    	But there's just something about "Alphallus" that I find personally
    appealing in a subliminal sort of way...

			  **DIGITAL CONFIDENTIAL**


AlphaGeneration Q&A

Q.	What is AlphaGeneration?

A.	AlphaGeneration is a trademark that is used to identify and
	describe a comprehensive group of products and services that exploit
	Digital's Alpha AXP 64-bit computing environment. 

	AlphaGeneration signifies the beginning of a new era in computing. 
	Products or services that carry the AlphaGeneration identifier deliver
	the speed and power of 64-bit technology today and offer the
	flexibility and scalability needed for tomorrow.   With
	AlphaGeneration products and services, Digital is fulfilling its
	promise to make information technology work for its customers. 

Q.	Who will be authorized to use the AlphaGeneration trademark?

A.	The trademark will first appear on Digital products.  It will be a
	roll-out; We are in the process of showing the trademark to our
	customers. 

Q.	How will the AlphaGeneration be used? 

A.	AlphaGeneration will be used as a mark to identify products and
	services that are part of Digital's 64-bit computing environment. 

Q.	Why is Digital launching AlphaGeneration? 

A.	Digital has reached a critical mass of Alpha AXP-related products:
 	Alpha AXP systems from the desktop to enterprise systems and 5,000
	Alpha AXP applications (2,300 for DEC OSF/1, 2,300 for OpenVMS AXP, 
	and 400 for Windows NT).  Specifically, AlphaGeneration is timed 
	to herald the introduction of the first of the new family of 2100 
	Servers (the model A500MP) which represents a breakthrough in 
	price/performance. 

Q.	What are the classifications of items identified and described by
	AlphaGeneration? 

A.	Examples of where the AlphaGeneration mark will be used include:

		. Alpha AXP microprocessors
		. Systems using Alpha AXP microprocessing technology
		. Systems software running on Alpha AXP systems
		. Digital application software running on Alpha AXP systems
		. Hardware options for Alpha AXP systems
		. Service products related to Alpha AXP technology

Q.	What value will AlphaGeneration have for a customer?

A.	Customers, seeing the AlphaGeneration mark will know the product
	or service is available with, or works with, the most advanced
	computing technology available.   It will connote superlative
	price/performance, scalability and longevity and will ensure 
	confidence in the quality of that product or service. 

Q.	How will AlphaGeneration products work with non-AlphaGeneration
	products? 

A.	AlphaGeneration products are designed to be open and flexible. 
	They work effectively in a multivendor environment through Digital's
	extensive Open Client/Server middleware capabilities. 

Q.	How will Digital's customers associate AlphaGeneration with the
	most advanced computing technology available? 

A.	Starting in April, Digital will begin promoting the mark to clearly
	associate the AlphaGeneration identity with customer value.   It will
	appear in our advertising and promotional materials. 

Q.	Will Digital's partners be required to use the AlphaGeneration
	trademark? 

A.	No.  While we certainly want to proliferate the AlphaGeneration
	trademark, our partners will make the decision. 

Q.	How will a business partner be authorized to use the AlphaGeneration 
	trademark? 

A.	Digital has set up an AlphaGeneration Program Office that will
	manage the authorization process. 

Q.	What will be the criteria? 

A.	Products must be:
		. Available and in use today
		. Capable of solving customer business problems now
		. Deliver superlative performance and value
		. Provide scalability and longevity

Q.	What value will Digital's partners derive from using the
	AlphaGeneration trademark? 

A.	We believe our partners will gain a promotional value by having
	their product or service identified as one that runs on the most
	advanced computing technology available. 

Q.	Has Digital shown this AlphaGeneration trademark to its customers
	or partners? 

A.	We are in the process of doing so. 

Q.	What is the difference between AlphaGeneration and Alpha AXP? 

A.	AlphaGeneration is a much broader concept than Alpha AXP.   Alpha
	AXP defines the architecture and the family of Alpha chips.  
	AlphaGeneration refers to Digital's comprehensive 64-bit computing
	environment encompassing computer systems, software, networking and
	services available from Digital and its partners. 

Q.	That sounds a lot like "Intel Inside" -- what's the difference? 

A.	There's a big difference.   "Intel Inside" is a registered trademark
	of the Intel Corporation that is used to indicate that a computer is
	powered by an Intel microprocessor.   It signifies the chip only.  
	AlphaGeneration is a term that is used to identify a comprehensive 
	group of products and services that are part of Digital's environment 
	for 64-bit computing.   For example, "Intel Inside" does not apply to 
	software that runs on an Intel chip. 

Q. 	How does Digital define the 64-bit computing environment? 

A.	For the purposes of AlphaGeneration Digital has defined Digital's
	64-bit computing environment as those products and services
	currently shipping that exploit Alpha AXP architecture to solve
	customer business problems now.  It is important to note that an
	application does not have to be written as a 64-bit application to
	take advantage of 64-bit features of Alpha AXP.   The
	AlphaGeneration products deliver superlative performance and value 
	and provide the scalability and longevity for the future. 

    
    I don't see any problem with having such a trademark. I think it's
    something that is long overdue. My problem is with the name of the
    trademark itself. It is downright silly.
    
    Steve B.

                            
    	I like the idea of a name encompassing products and services but am
    really having trouble with the name; AlphabetSoup is what it conveys to
    me. 
    	I also believe "Alpha" has been problematic. A possible
    interpretation of AlphaGeneration would be first generation; this
    doesn't convey to me that this encompasses products and services. We've
    had problems with the logo. Again, I believe there might be a problem
    with "Alpha" itself. I would like to suggest, that within a marketing
    context, we look towards this dictionary definition for Alpha:
    
    	"Astronomical. the brightest star in a constellation." 
    
    	I believe marketing could latch onto this better than "the first;
    beginning" especially now that being first has become old in the
    marketplace. 
    
    Regards,
    
    	Jim K
    

>    why not go head-to-head and have
>    
>    	Alpha inside

    I heard an internal group tried an
    
        Intel Inside[TM]
        
    "lookalike" logo called 
    
        Faster Inside
        
    Which is, IMO, a very good-hearted, but nevertheless aggressive, and
    probably very effective pun on Intel. And also IMNSHO generations
    [sic] better than AlphaGeneration. ;-)
    
    But I also heard that when Intel learned about this, their legal 
    contacted our legal (or the group, I don't know) and this didn't
    go any further.
    
    I still like the idea, and - even if it is just my personal gut
    feeling - could even be able to withstand legal measures from
    Intel (after all, they couldn't trademark "386" so why should
    they succeed any better with "inside" ;-).
    
    I wish we'd dare to use it in any case. (One can dream, can't one? ;-)
    
    ...petri
    

           
    	As a follow-up to .43, if we are to use "Alpha" I think this is an
    opportune time to revise thinking around the term. Digital created the 
    first wave of excitement with being the first, fastest, etc.; that
    initial wave is dying out with the inevitable onslaught by our
    competitors. Now is the time to pull a context switch within marketing
    and latch onto the alternate, more enduring, definition, that of being the 
    brightest star, outshining all of the rest, etc.! 
    
    - Jim K

    What I want to know is: are we really going to advertise like Intel
    did?  I saw those Intel Inside (TM) commercials on sporting events and
    primetime TV.  They advertised to the common person.
    
    I'd LOVE to see us REALLY try the same.  I'm not holding my breath,
    though...
    
    -- Russ

    
    You people don't get it, it's 1st of April ....

    
    You mean when we come in to work on Monday this "generation-gaff" will
    be gone?
    
    

    
    I keep hearing a young Janis Ian singing "...'cause we're the Alpha
    Generation...".
    

  >>> What I want to know is: are we really going to advertise like Intel
  >>> did?  I saw those Intel Inside (TM) commercials on sporting events and
  >>> primetime TV.  They advertised to the common person.
  >>>
  >>> I'd LOVE to see us REALLY try the same.  I'm not holding my breath,
  >>> though...
  
      Exactly, Russ.  If we hit the media like Intel did, the name doesn't 
      matter so much.  In some cases, the more silly slogans are the more 
      memorable.  Exploit the connection with Pepsi's slogan.  Exploit the 
      star analogy.  Act as if this is the first REAL generation in systems 
      performance.  Spend some money and let all of the public know that we 
      don't make watches.

      ... and, hold the cynicism and resignation rather than your breath.
  
Terry
  

    Q. What is the way to Maynard ?
    A. Where are you? The directions are different from different places.

    This piece of trivia is an example a marketing rule that says that your
    marketing strategy depends on your position within the market.
    Obvious, sorry to state it.

    But it might still be interesting to look at what is DECs position in
    the markets we want to win and thus gain some perspective on all these
    imaging campaigns.

    DEC is either unknown or thought about as irrelevant in the markets we
    target ( Unix, networking, consulting, outsourcing). Yet we are
    convinced we have words best products in these spaces. How do you call
    similar companies? ( Great product no market share ?_
    
    Upstarts. 
    
    DEC is a bit strange upstart with a huge installed base. 
    How does upstarts advertise or market the stuff ? Dead simple.
    Try to show in simplest possible way the solution they provide to
    concrete customer problems, clearly state the added value in a concrete
    situation.

    How does a customer react to "imagine", "Client-server",
    "advantagenetworks", "AlphaGeneration " from an upstart?
    He doesn't understand it . 

    This is again a megalomaniac waste of money that could have been
    invested in a simple, clear, selling publicity for the few great products
    that we can sell. 
    

	Re:	<<< Note 2974.28 by ASABET::ANKER "Anker Berg-Sonne" >>>

        Yes, I can see you don't understand.  My point is that it doesn't
	make a difference what we call it: AlphaGeneration, AlphaInside,
	AlphaBits, OpenAlpha, or even Jupiter, unless we finally begin to
	advertise our products the same way Intel does.  Then, and only then,
	can a name make a difference.  When I see my first Alpha advertisement
	on Network TV, I'll believe we are beginning to get our marketing act
	together.  Until then, I'm really worried that the AlphaGeneration
	could end up the same way as the RainbowGeneration did..

re: advertise

i totally agree. what has changed over the last few years besides cost
of the technology is the way it is sold and marketed.

the name does not matter, as long as it is advertised and Recognised.

i do not understand why this point is not understood. Case examples
abound within our industry: intel, novell, microsoft, hp, especialy
within the mass market space.

i do not understand why it is so difficult to write up a business plan.
Public data is available on the estimated size of the worldwide PC
market and its growth. If our target is power users and they are 10%
of that market, and we want to be market leader (>40-50% of that figure),
our budget should include the market and advertising campaign to get
the job done.

of course, the mfg. capacity has to be there, too. 

But we have some products where we can lead by targeting a niche and 
creating market 'pull' through the existing channels of the computer tech
mass market/retail: alphageneration (i like the stars/galaxy stuff), 
wireless (hey, the guys who invented networking are back!), you fill
in one of our products where there is no clear dominant force in the
market segment.

my 2 cents.

    All of these comments, cynical or not, are appreciated.  However, I've
    got to tell you that most of these comments are misguided.
    
    I've assisted the Branding Office on the implementation of the
    AlphaGeneration mark, and they've actually (perhaps for the first time
    with any Alpha mark) done it right.
    
    This "wordmark" was tested extensively -- worldwide.  AND, instead of
    picking a mark that appeased an internal Digital audience, this mark
    was validated by our customers and prospects.  AlphaGeneration was
    picked over many other possible wordmarks tested.
    
    You'll see this wordmark appear in many places (literature,
    presentations, systems, packaging, etc.) starting with the 4/12
    announcement.
    
    If you're interested, read the AlphaGeneration Q&A that appeared
    earlier in the replies to this note.  You'll also see a substantial
    amount of internal promotion over the next few months.
    
    This mark is also planned to roll out to support partners at some point
    later this year. 

    re: .55
    
    > it's proven good! ??????????
    
    > comments are misguided ????????
    
    nothing is proven by surveys/test marketing 
    
    I can get you a dozen surveys/test makkets of almost anything
    and get good/bad results depending on various things(how questions are
    asked, who there asked of, etc.)
    
    all these cynical replies are simple stating FACTS of HISTORY which
    we should have learned from....
    
    some of us still haven't though....
    
    

RE: .55

New Coke was "proven good", too.

All I can say is that I find it humiliating and it angers me when I'm 
forced to be ashamed of the way Digital appears to the public.

There is only one test of a wordmark that matters, and that's the actual 
acceptance of it when it's put into production in the real marketplace.  I 
hope you and BCS are right and I'm wrong.  We'll see.

--PSW

    From .0:

           Because it is a trademark, says Miller, "it's absolutely crucial
           that everyone use AlphaGeneration properly.  For example,
           AlphaGeneration is one word.  It's not AlphaGen, or AG, or
           hyphenated, or anything else.  It's AlphaGeneration.

    This alone will make it unwieldy. At least in the US, where we want to
    shorten everything: Robert is Bob, David is Dave, Digital Equipment
    Corporation is DEC... well you know. At six syllables I don't hold out
    much hope against corruption of the term.

    If this is such a big deal with corporate, and it should be, why the
    heck do they set themselves up like this? Why not pick something catchy
    as well as concise? Maybe you need big words to fully appreciate the
    64-bit architecture...

        Eric

        .55
        
        Myles.   Kudos  to  you for writing your notes in the face of all
        the cynisism being  thrown  around  in  this  thread.   Also, for
        telling the noters here that someone is listening!
        
        .56 & .57
        
        Shame on you guys  for  note  being  constructive in light of the
        offer made to you by  Myles.    He  told  you  that you are being
        listened to, the challenge is for you to be constructive.
        
        .58
        
        Thanks for being constructive!
        
        Anker

     Hmmmmm.  I think we gotta live with this one, guys & gyns.

     I was at the Lipcon VMS rahrah talk (when Clinton was at the Nashua
Sheraton Tara) & this was mentioned there (so April 1st ain't the 1st
mention).  Mr. Lipcon said this campaign was thunk up by a heavy hitter
in the branding arena.

     The fact that AlphaGeneration does nothing for me personally is
probably a good sign.:-)  Things I like (like PDP-10s, Amigas) tend to
falter, stumble or die flaming deaths, whereas things I think suck
dead baby monkeys (like VAX & VMS (although both are admittedly nice
compared to, say, Pr1me & Pr1mos)) rake in billions.

     As I've commented in SofBas::Internet_Tools, I believe the PC
market is largely fashion-driven; technology certainly plays a part,
but it's secondary.  Unless we can make Alpha a fashion statement,
we're sunk.  And fashion utterly defies me (anyone who has witnessed
my taste in earrings will (eagerly) tell you this is true).  So I'll
leave fashion to the fashion experts.

     I'm willing to believe that in the hands of advertising
professionals AlphaGeneration can be turned into something popular
and memorable (gee, how 'bout an add about the Alpha Dog - oops, no,
nevermind, that's why I'm not in advertising).

     That AlphaGeneration can be easily slammed counts for nothing.
The Motoralo-crowd (Mac/Amiga) putdown for Intel Inside came out pretty
quickly:

	looks good on the outside but. . . .
							Intel Inside

     Novell had an advertising campaign where they claimed to have
invented computer networking.  So it was big lie.  Who cared?  Most
people believed it.  The first & only net most people had seen was
a Netware net.  People probably think Novell runs the Internet.  At
least AlphaGeneration is neutral in terms of printing Big Lies.

     Good luck to the branding/marketing people.  God knows, they
need it.
								Robt. P.

    re: .51
    
    >... and, hold the cynicism and resignation rather than your breath.
    
    Excuse me, Terry.  Forgive me if I've offended you.
    
    Unfortunately, I cannot hold my "cynicism" if you mean "forget the fact
    that Digital has never successfully used the popular media".  Don't get
    me wrong: I would LOVE to see this company advertise and kick some tail
    in this industry.  
    
    WE CAN COMPETE AND WIN!  Unfortunately, all proclaimed intentions
    aside, we've shown very little desire to actually do so.
    
    How many times have we heard "We'll advertise!  We'll take the world by
    storm!"?  Wonderful.  Do it.
    
    Just do it.
    
    Please quit lecturing and DO IT!
    
    I've listened to messages of how "successful" we are in this or that
    campaign.  Then, I go to my customers and get asked:
    
    "When are you guys going to advertise?"
    "My suppliers won't design products for Alpha AXP because they say
     you're going out of business."
    "My collegues say, 'No one does DEC anymore.'"
    
    I work to dispel these and other myths on a daily basis.  I've gotten
    quite tired, but I keep doing it.  Now, am I to be quiet because I
    refuse to mindlessly extol the virtues of an advertising plan which
    sounds like dozens before?
    
    I'd love to be convinced.  Do it.  Do it NOW.  Then the cynicism will
    take care of itself.
    
    -- Russ, standing for the success of Digital

    
    
    
    
    
    
    
    			ALPHA	WORKS
    
    
    
    
    
    
    			   FASTER
    
    
    			   BETTER
    
    		     THAN ANYTHING ELSE
    
    

RE: .59

No, Anker, we are NOT being listened to.  The powers that be have already 
done their studies and made up their minds and are going ahead with this no 
matter what I or anybody else may think.

OK, I've stated my opinion on AlphaGeneration in my previous reply and at 
greater length in the MARKETING conference.  The decision would seem to be 
a fait accompli, so let's try to pick up the pieces and move on.


Here's a couple of constructive suggestions:

1) AlphaGeneration is a bit long; something a bit snappier would be better. 
But it doesn't compare too badly with "Intel Inside"--both are 2 words, and 
AlphaGeneration is only 2 syllables longer than "Intel Inside".

2) We really need to define very clearly and concisely what we mean by our 
branding slogan.  The "Intel Inside" campaign is very clear:  the best 
computers have Intel inside; if it doesn't say "Intel Inside", you're 
buying inferior goods.  I have yet to see any such clear and to-the-point 
message around the "AlphaGeneration" slogan.

--PSW

    Unfortunately, I did not see the word "advertise" appear in .55.
    This would suggest that we'll spend millions promoting 
    AlphaGeneration to ourselves, but won't let the buying public in
    on the big secret.  I hope I'm wrong.
    
    					Steve

    Crossposted...
    
           <<< MR4SRV::NOTES$DISK:[NOTES$LIBRARY]MARKETING.NOTE;1 >>>
                                 -< MARKETING >-
================================================================================
Note 179.17                      AlphaGeneration                        17 of 19
DPDMAI::WISNIEWSKI "ADEPT of the Virtual Space."     31 lines   4-APR-1994 19:50
                     -< Alpha (The Next) generation *NOT* >-
--------------------------------------------------------------------------------
    Alpha(the Next)generation
    
    Hire the original cast from both Star Trek series and do a year's
    tie-in commercials
    
    Original series -- working with mainframes VAXen, PDPs, late 20th century
    tie-ins  short, cute, stories about obsolete equipment.  Spock/Scotty
    commenting on the demise of our our various competitors (MVS, AS400, 
    SUN, HP) make it thinly veiled but blatent that they didn't make the 
    migration to 64 bits, or if they did, the horrors they foisted on their 
    customers...
    
    Next Generation series --  Alpha  64 bit technology that eclipsed 
    everything that came before until 2025... Data commenting on power
    and inginuity of the late 20th century technology forming the basis
    of computing in the early 21st century and beyond...
    
    
    Pay Paramount anything they want, pay the actors anything they want,
    weld Digital's name to Star Trek...
    
    Of course we could just hire another 100 Vice presidents and have them 
    drive limos with customized license plates "AXP & ME" -- 
    
    -- TV advertizing would be less costly though...
    
    
    
    John W...
    
    
    

    re -.1
    And of course we run the ads on Babylon-5 just to stir up 
    the sci-fi folks;-)
    
    
    
    And I see the cyberpunk spot:
    
    
    30 second TV spot
    
    Dark forbiden alleyway, of a major city, damp concrete meets the 
    brick walls of the back-doors of street businesses.
    
    
    Our hero, (Male, early thirties, street garbed and anonymous) walks
    quickly though the alley to the cross street.
    
    "Computer" whispers the protagonist  to his palm/held PDA "Which
    way to ground transport"
    
    "Subway access is two blocks north one block east"  the PDA 
    
    "Show me a map" asks the male
    
    The PDA show a full street map with the referenced path outlined 
    in blue.
    
    Male assimilates info and quickly melts into the city crowd, of 
    dangerous looking street samuris, vendors, and street-people. He
    finally goes down into the subway, enters the train just as the
    doors closes and sits in a relatively secluded seat.
    
    Looking at his PDA he says "Email Donna I'll be home about 6:00pm, 
    and better buy the airline tickets -- What exit for the airport?"
    
    The PDA brightens and responds "Exit 52, ETA 4 minutes. Round trip
    ticket's cheaper than one way. Confirm purchase please."
    
    The man smiling says "Round trip Purchase Confirmed, I guess we'll
    just throw the other half away, show me the current news while we 
    wait"
    
    The PDA lights up with text and moving pictures of the day's news
    as we fade to the Digital Logo and the tagline
    
    The AlphaGeneration - 
        Because 32-bits just aren't enough for today's computer applications
    
    
    (Oh darn, I didn't say Unix, OpenVMS or WNT in this spot...)

    There once was a man who said to his wife, "I love you.  I will be
    faithful to you forever!"
    
    She believed him, until she found him sleeping with his secretary.
    "I'm sorry, I'm sorry!" he cried.  "It will never happen again!  I will
    be faithful to you forever!"
    
    Wanting to believe him, the woman forgave her straying husband and
    attempted to press on in her life.
    
    Unfortunately, the man took his wandering ways to the woman next door,
    the lady down the block, and the waitress at his favorite restaurant.
    
    When she discovered his broken vow, the wife exclaimed, "This cannot 
    continue!  We need counseling if this marriage is to be saved!"
    
    Going to a marriage counselor, the woman laid out her heart.  She
    still loved her husband, but could not abide his unfaithfulness.  The
    counselor took the husband aside and then returned.
    
    "Indeed, this is serious!", said the counselor.  "I will schedule time
    for you, my dear, every Tuesday until this is resolved.  We must get
    you to believe your husband.  This attitude cannot be allowed to
    persist!"
    
    "Me?  But what of my husband?" asked the wife in astonishment.
    
    "Oh," said the counselor, "he says he's over it.  That just leaves
    your attitude as the only remaining problem."
    
    --------------
    
    The rebuilding of trust requires consistent actions revealing integrity
    and commitment.  No amount of lip service to repentance will change the
    situation.  Berating those who have witnessed the repeated failure to
    perform appropriately is counterproductive.
    
    Only actions will suffice.
    
    Start now.  Don't stop.  Do it.
    
    -- Russ

    I remain unconvinced about the choice of AlphaGeneration as a
    "wordmark" [sic]. I have no problems with the intent, indeed I applaud
    it. If we had to choose something, and I think AlphaBox and AlphaDrive
    (for example) need to be an adjunct and component of the aims of
    AlphaGeneration, what was wrong with something snappy like AlphaTec?
    
    Laurie.

    
    
    or AlphaDEC......you have ascended to where life is easy, welcome to
    the AlphaDEC.

    FWIW, my impression of AlphaGeneration versus, say, "Intel Inside" is:
    
    AlphaGeneration     			Intel Inside
    --------------------                        ----------------------
    
    One big, bulky word that's hard		Two small, readily 
    to recognize.                               recognized words.
    
    Don't know how to use it.			I know right off that I
    						want something with
    						Intel Inside.
    
    First thing I think of is Pepsi		First, I think of a flying
    Generation and the 70's.                    chip and all the PC 
    						applications I can run
    						today ...  and about how
    						I'd like to upgrade my 486.
    
    Then again, you're hearing from the guy that saw the Digital ad with
    the matches being lit whose first reaction was that it was an ad for 
    Tuck's medicated pads ...  Actually, most Digital ads have struck me as
    being at first an ad for someone else's stuff.  Seeing the Digital ad 
    with the folks on the boat having a great time struck me with, "Gee, I'd 
    sure like to work for *that* company ..." 
    
    Steve 						

    
    Posted with permission of author, Carol Young, and with one change to
    improve scansion:


	Chorus:  Talking 'bout AlphaGeneration!

	HP tries to put us down,    (Talking 'bout AlphaGeneration)
	Just because we get around, (Chorus)
	The speeds we get make them look old, (Chorus)
	And leave all the other competitors cold! (Chorus)

	AlphaGeneration!  AlphaGeneration! 
	AlphaG-G-G-eneration, baby!
	Alpha, Alpha, Alpha-G-G-G-Generation!
	etc

	IBM says we got no class     (Chorus)
	But our machines will kick their @*&# (Chorus)
	And Sun had better watch their back  (Chorus)
	'Cause AlphaGeneration leads the pack! (Chorus)

	AlphaGeneration!  AlphaGeneration! 
	AlphaG-G-G-eneration, baby!
	Alpha, Alpha, Alpha-G-G-G-Generation!
	etc

    

    Re: .61

    Actually Russ, I'm with you on this.  Don't tell us what you're 
    going to do.  Just do it.  Do something ... almost anything is 
    more constructive than "talking to ourselves."  Tell the public.  
    You may be surprised where our next wave of customers are keeping 
    themselves these days.

    I get cynical too sometimes ... probably often, but I try not to
    mention it.  Giving voice to ideas gives them life and power 
    regardless of their content.  If we keep saying that we expect a 
    powerful advertising campaign, our colleagues who handle that 
    aspect of our business will be inspired to produce that campaign. 
    If we keep saying that we'll believe it when we see it, those 
    same colleagues are much less likely to believe in their own 
    ability.  "A mind is a terrible thing to waste" ... even when the 
    the sentence structure is atrocious.

    Terry

re .62 (aside from the fact that it's probably too late to change it):

     I sorta like Alpha Works.  It fits in with all our PATHWORKS,
LinkWorks & other foo-, bar- and bazworks stuff.  It's flexible & has
zeugmatic potential

		get the works - get Alpha Works
		tired of buggy Intel chips?  Alpha Works!
		Alpha Works while you work & play

re: several

Another vote for "Alpha Works".  I think it has that clear and consise message
which doesn't need an attachment to explain its meaning and use.  It can also
be used as a great lead off catch phrase for any number of ads.

Bob Lyon

    .71�    Then again, you're hearing from the guy that saw the Digital ad with
    .71�    the matches being lit whose first reaction was that it was an ad for 
    .71�    Tuck's medicated pads ...  Actually, most Digital ads have struck me as
    
    Kind of a BACK-hand swipe (oops,a pun) I like it!
    
    Ken

    re : Intel Inside - well AlphaG tries to convey much more complex idea,
    so you can't really compare .

    BTW.

    	What is success criteria for AlphaGeneration ? 
    	If there is non, how do you join the program ?

    	What was the success criteria for the "Open" campaign two years ago ?
    	And the "Imagine" one ?

    	This has been going on for some time already, any results ?

RE: "Alpha Works"

    I have a PCMCIA card with a small tool set, it has a word
    processor, spreadsheet, and a few other tools. It's called
    Alpha Works.  The company was bought by Lotus, so Lotus
    probably owns the trademark now.

It's obvious why AlphaGeneration was chosen -- all the good trademarks
were taken.

    
    
    
    		ALPHA WORKS 	FASTER
    				BETTTER THAN ANYTHING ELSE
    				FOR THE NEXT 25 YEARS
    				WITH EVERY PRODUCT
    				ON ANY NETWORK
                                EVERYTIME
    
    		YOU WILL NEVER NEED ANOTHER
    
    
    
    The two words "ALPHA WORKS" have to preceded with a statement until
    they are recognised, then the public will shorten them for you,
    trademark infingement by default, not our doing surely.

	Most PC users are familar with MicrosoftWorks or LotusWorks,
	they are provided free with many systems. You get what you
	pay for. I would not want Alpha to be associated with those
	products...

joe

    re -.1 

    Not to mention Apple Works and ClarisWorks... In short <name> Works
    is recognized as a terminology for describing basic bundled software
    packages -- usually consisting of a word processor, spread sheet, and
    database application. These have largely been supplanted by more
    elaborate "suite" packages like Lotus SmartSuite and Microsoft Office.

    I think Alpha Works can be misleading at best (ie. software solution)
    and convey a notion of "basic" or "rudimentary" at worst.

    AlphaGeneration is trying to capture a whole class of computing:
    hardware platforms, software products, and system solutions. To that
    end I don't think it is comparable to the Intel Inside branding. It is
    more akin to what Apple was trying to do with Macintosh in the 80's;
    capturing both the hardware platform (remember the classic Macintosh)
    and the software (ease of use, productivity, etc.)

    I think *Alpha Class* would do it for me. Sort and to the point. A
    whole new class of computing. Alpha Class hardware, Alpha Class
    software, Alpha Class solutions. It sort of connotes a first, premier
    or elite class of computing... the best.

    	"If it's the best, it's in a class by itself. Alpha Class.
    
    	See your Digital Equipment Corporation representative about getting
    	an Alpha Class solution for *your* business problems."

    You can leverage off of "best in class", "first in class", "class by
    itself", etc.

    	Eric
        

    re. 81
    
    Excellent point on Works being packaged software in the industry.
    
    AlphaGeneration will show up in all the MARCOM deliverables that it is
    appropriate for - including advertising, collateral, exhibitry at
    shows, etc.
    
    re. Previous points that you can prove anything with research.
    
    I suppose you can/could - but there are little things like ethics
    involved here - plus, what is possibly the point of rigging the
    research? Anyway, that is not the way the research is done.
    
    
    

    re .82
    
    Check out PC Magazine, April 26 1994 issue.  The ...Works bundled
    products haven't been supplanted at all.  They are adding capabilities,
    and forcing the "suite" packages higher, but they ain't "supplanted"
    yet.  Maybe later...
    
    /Butch

    
    >>> Tired of buggy Intel chips?
    
    	Are they really buggy?  I was under the impression that it is the
    application software for PCs that is buggy, not the box of hardware. 
    Or have I got that wrong?
    
    				Malcolm - NOT a PC affecionado!
    

I have some questions about the research that went into this decision.

Were focus groups presented with several choices of "wordmarks," or were
they just presented with AlphaGeneration?  If the former, what were some
of the others?

How common was the "sounds like Pepsi Generation" response that so many
people have given here?

    re 2974.84 by TPSYS::BUTCHART

    Microsoft Works is distributed as part of the "Microsoft Home" series
    of products. My statement was made in the context of our business
    objectives, which are quite clearly NOT the home user. To that end I
    stand by my statement that the suite/office packages have replaced,
    superseded, supplanted the "works" packages. The works packages are
    second tier integrated solutions. Although they continue to have a
    place in the global PC market they are, none the less, not leading edge
    solutions. 

    Works packages are to Suite packages, as VAXes are to Alphas. Hence my
    discomfort with how an "Alpha Works" word-mark would position us in the
    minds of our (potential) customers.   
    
    	Eric

re .85 (buggy Intel chips):

     Geez, this was ages ago.  Either the 386 or 486 egregiously mis-
implemented some things (in the first silicon that shipped) that people
had to work around in software.  Probably not a good one to bring up,
since some of the early 8XXXs had floating point problems and one of
the 6XXX series CPUs had a broken POPR (it was POPR, wasn't it?).

re. 87 (giving "-works" the works)

     If -works has a low end feel to it, perhaps the people who named
these products should be notified:-)

	PATHWORKS
	StorageWorks
	OBJECTworks
	ACCESSWORKS
	LinkWorks
	MAILWORKS

>     If -works has a low end feel to it, perhaps the people who named
>these products should be notified:-)
>
>	PATHWORKS
>	StorageWorks
>	OBJECTworks
>	ACCESSWORKS
>	LinkWorks
>	MAILWORKS

Did a six-year-old dream up the CapItaLIzatioN scheme for these names?

    
    Gerald and Moderators,

    One of the key rules of use  Notes is not to disclose highly
    confidential information. Note 2974.89 clearly violates the rule.

    					AraGeneration Noter

>>     If -works has a low end feel to it, perhaps the people who named
>>these products should be notified:-)
>>
>>	PATHWORKS
>>	StorageWorks
>>	OBJECTworks
>>	ACCESSWORKS
>>	LinkWorks
>>	MAILWORKS

>Did a six-year-old dream up the CapItaLIzatioN scheme for these names?

	Probably not...looks like a C++ programmer who went to Marketing.

	

	AlphaGeneration, hmmmm me thinks we'll need a sign board for the 
  bowling shirts and softball uniforms.

           <<< MR4SRV::NOTES$DISK:[NOTES$LIBRARY]MARKETING.NOTE;1 >>>
                                 -< MARKETING >-
================================================================================
Note 179.28                      AlphaGeneration                        28 of 29
RANGER::BACKSTROM "bwk,pjp;SwTools;pg2;lines23-24"   96 lines   6-APR-1994 11:15
--------------------------------------------------------------------------------
Well, on the DECUServe the press release was posted yesterday. It took
less than hour for the Pepsi Generation assosciation to be brought up
(see next reply).

...petri

            <<< EISNER::$2$DIA7:[NOTES$HIVOL]INDUSTRY_NEWS.NOTE;1 >>>
     -< Please observe the system content guidelines re: vested interest >-
================================================================================
Note 544.759                   DEC Press Releases                     759 of 760
EISNER::DEC_NEWS_1                                   83 lines   5-APR-1994 12:36
           -< Press/Digital Declares "AlphaGeneration" As Trademark >-
--------------------------------------------------------------------------------
||||||  Digital Press and Analysts News  ||||||||||||||||||||||||||||||||||
                                              Digital Equipment Corporation
                                          Maynard, Massachusetts 01754-2571
Editorial contact:

Michelle Hoey
(508) 493-0295


           DIGITAL DECLARES "AlphaGeneration" AS TRADEMARK
             FOR ITS INDUSTRY-LEADING, 64-BIT COMPUTING


MAYNARD, Mass. -- April 5, 1994 -- Digital Equipment Corporation 
announced today the unification of all products and services, based 
on Alpha AXP technology, under the trademark, AlphaGeneration.  The 
AlphaGeneration identifier will signify to customers that the 
product or service delivers Alpha AXP advanced computing technology 
and represents superlative price/performance, expandability, 
scalability, and investment protection.

     AlphaGeneration will embrace a comprehensive group of systems, 
software, networking products, microprocessors, industrial 
electronics, and services that employ Digital's Alpha AXP, 64-bit 
technology.

     According to Peter Miller, director, Alpha Platform Marketing, 
"AlphaGeneration marks the beginning of a new era in computing.  In 
the two years since the introduction of the Alpha AXP architecture, 
our customers have acknowledged the benefits received from the 
comprehensive scalable approach that our 64-bit computing delivers.  
With this announcement, we've essentially taken the empirical 
benchmark of computing performance that Alpha AXP technology 
represents and embodied it within the AlphaGeneration wordmark."

Items identified and described by AlphaGeneration include the 
following:

     - 	Alpha AXP microprocessors

     - 	Systems using Alpha AXP microprocessing technology

     - 	Operating systems software running on Alpha AXP systems

     - 	Application software running on Alpha AXP systems

     - 	Hardware options for Alpha AXP systems

     - 	Service products related to Alpha AXP technology


     In addition to the comprehensive set of AlphaGeneration 
products and services that are currently available, there are also 
over 5,000 applications available for use on the Alpha AXP 
architecture.  With these products, services and applications, 
Digital's fulfilling its commitment to make information technology 
work for its customers.

     Digital Equipment Corporation is the world's leader in open 
client/server solutions from personal computing to integrated 
worldwide information systems.  Digital's scalable Alpha AXP 
platforms, storage, networking, software and services, together 
with industry-focused solutions from business partners, help 
organizations compete and win in today's global marketplace. 
                                ####

Note to Editors:  AlphaGeneration, Alpha AXP, Digital, and the 
                  Digital logo are trademarks of Digital Equipment 
                  Corporation.

CORP/94/430     
============================================================================
Electronic Editorial Contact: [email protected]
============================================================================
Digital Press and Analysts News is sent as a courtesy to members of the 
press, analyst and consulting community.  For subscription information 
please contact:
  Russ Jones
  Digital Equipment Corporation
  Voice: 415-853-6566   FAX: 415-853-6537    Internet: [email protected]
All Digital press releases, fact sheets and backgrounders are archived on
ftp.digital.com in the /pub/Digital/info/pr-news directory.
============================================================================

           <<< MR4SRV::NOTES$DISK:[NOTES$LIBRARY]MARKETING.NOTE;1 >>>
                                 -< MARKETING >-
================================================================================
Note 179.29                      AlphaGeneration                        29 of 29
RANGER::BACKSTROM "bwk,pjp;SwTools;pg2;lines23-24"   49 lines   6-APR-1994 11:16
--------------------------------------------------------------------------------
First customer reactions to AlphaGeneration announcment on the U.S. DECUServe
system.

...petri

              <<< EISNER::$2$DIA7:[NOTES$HIVOL]SHOP_TALK.NOTE;2 >>>
                                 -< SHOP_TALK >-
================================================================================
Note 143.0                 Its the Pepsi generation...                 3 replies
EISNER::KILLEEN "Jeff Killeen - Chapter Marketing"    4 lines   5-APR-1994 13:28
--------------------------------------------------------------------------------
>>      AlphaGeneration will embrace a comprehensive group of systems, 
>> software, networking products, microprocessors, industrial 
>> electronics, and services that employ Digital's Alpha AXP, 64-bit 
>> technology.
================================================================================
Note 143.1                 Its the Pepsi generation...                    1 of 3
EISNER::BYRNE_C "Charlie Byrne (WHO #78.15)"          4 lines   5-APR-1994 14:01
                          -< It's The Virtual Thing >-
--------------------------------------------------------------------------------
    >>AlphaGeneration will embrace a comprehensive 
    >>group of networking products, 
    
    I'd Like To Teach The World To Ping.
================================================================================
Note 143.2                 Its the Pepsi generation...                    2 of 3
EISNER::SIVIA "Pete Sivia, BPSG Licensing Issue Mgr" 12 lines   5-APR-1994 14:28
         -< I'd like to teach the world to sing -- whoops, wrong co. >-
--------------------------------------------------------------------------------
>    <<< Note 143.0 by EISNER::KILLEEN "Jeff Killeen - Chapter Marketing" >>>
>                        -< Its the Pepsi generation... >-
>
>>>      AlphaGeneration will embrace a comprehensive group of systems, 
>>> software, networking products, microprocessors, industrial 
>>> electronics, and services that employ Digital's Alpha AXP, 64-bit 
>>> technology.
    
    Or as a friend has been rather fond of saying, it's just more bits in
    the alphabet soup of meaningless background noise in the world.  At
    least they didn't use OpenAlphaOpenGeneration or we could rag on them
    for sheer dumbness, too.
================================================================================
Note 143.3                 Its the Pepsi generation...                    3 of 3
EISNER::GRAHAM "Bob Graham, Dow Chemical"             3 lines   5-APR-1994 23:03
--------------------------------------------------------------------------------
>    least they didn't use OpenAlphaOpenGeneration or we could rag on them
    
    No, no, that would be "TurboPowerAlphaOpenGeneration++"

    This is becoming embarrassing.  The only way to salvage this is to
    get Rodney Dangerfield to do commercials for us.
    
    

    re Note 2974.88 by STAR::PRAETORIUS
    
    > If -works has a low end feel to it, perhaps the people who named these
    > products should be notified:-)
    
    I'll get right on it :^)

    Without giving my vote to either side, we should keep in mind that we
    get  must of our revenue outside the US.  Hopefully  one  thing  they
    looked  at was how a slogan maybe used worldwide, what does  it  mean
    and how it is expected to be received.
    
    At least in the  languages  (4) that I am familiar with, "Generation"
    is written/pronounced similarly, means the  same,  and the message is
    positive.
    
    This may also apply to the fact that Pepsi may not have used the same
    slogan worldwide, so to many people it may not have that association.
    
    As  for  my vote, as many have already stated, I would have preferred
    something short(er), but I  do  support  very much the effort, hoping
    that we don't fall into  the  trap  of  believing that this by itself
    will make or break our Alpha efforts.
    
    Octavio

    re.86
    
    Research was conducted in U.S. and overseas - As Octavio correctly
    points out in a later note - the word Generation works well overseas as 
    well as in the U.S.  The obvious issues of Pepsi Generation were 
    basically nonissues, not commmon at all, especially overseas - 
    nor was the WHO's rendition. :^). 
    
    The research showed that the name AlphaGeneration evokes power,
    progressive thinking, originality, enthusiasm and commitment to a wide
    and long-lived range of products.
     
    BTW, we do look for these sorts of oblique references to see if the 
    wordmark looks dated, evokes thoughts we are not trying to covey, etc.  
    The iterations developed or tested are no longer relevant, as Ed
    Lucente, his Product Segment managers, and Bob Palmer have approved and 
    were are implementing.  
    
    

>>    The research showed that the name AlphaGeneration evokes power,
>>   progressive thinking, originality, enthusiasm and commitment to a wide
>>    and long-lived range of products.
Glad you mentioned it since I would have never come to this conclusion on my
own.

    They also eat ALPHAbits....
    

>   The iterations developed or tested are no longer relevant, as Ed
>   Lucente, his Product Segment managers, and Bob Palmer have approved and 
>   were are implementing.  
    
    Of course, don't confuse them with facts ...

    Bill,

    > BTW, we do look for these sorts of oblique references to see if the
    > wordmark looks dated, evokes thoughts we are not trying to covey, etc.

    I am heartened to hear that this research was done. Personally, I find
    it surprising that "Pepsi Generation" and the "Who" associations were
    non-issues. But I guess that's why they interview more than just the
    thirty-something generation....
    
    Needless to say, I hope the wordmard is a *huge* success... even if I
    don't get it :^)
    
    Eric

>    The iterations developed or tested are no longer relevant, as Ed
>    Lucente, his Product Segment managers, and Bob Palmer have approved and 
>    were are implementing.  
    
If they're no longer relevant, there's nothing stopping you from listing
them, right?

    re. 2974.102 
    
    Frankly - yes. Second guessing seems to be an art form with some. And
    the decision was made.     

I remember seeing a list of names that were considered for Alpha a few years
ago.  Can anybody point me to that list?  I think the winner that time was ARA.

    
    Apart from serious doubts about timing of this campaign, how will be
    AlphaGeneration used in practice ?

    In product names ? Like "AlphaGeneration Plycenter Netview " ?

    Service names ? Job titles ?

    Q&A document is simply bit abstract to my limited mind.

    it was on the front page of the new "digital today."
    
    ... and I LIKED IT!!  I *really* liked it.  Snappy, visually exciting,
                            evoking turnaround, looks like a quality job 
                              of typography.
    
    So I've decided to take up my r�le as just one cell in the Digital
    bloodstream, to defend our new trademark against all who would destroy
    it.  I've chosen to become a White Cell.
    
    /s/ Dan, the AlphaGocyte. :-)
    

    I'm sure it will be a great asset to DECcon (Digital Consulting)
    martin

	To add to Octavio's note (La AlfaGeneraci�n) about the international
	aspect of the slogan I want to add that in France for most people it 
	does not refer to Pepsi but to: 'la g�n�ration Mitterand'. 

	This slogan was used for the 1988 campaign and was suppose to
	rejuvenate the old leader with pictures of young persons. It was
	probably inspired by Pepsi. 

	I have no clear opinion on the slogan but at least for Mitterand
	one must admit that the French people bought it at more than 50%. 
	Imagine if 1 person out of two buy an AlphaGeneration product :-)

    I can never understand why it is, when "they" choose these names and
    slogans, that they don't throw the things to the wolves *before* they
    decide. We noters may be cruel and heartless in our scathing criticism,
    but so's the real world... I still think AlphaGeneration is not a good
    mast to nail one's colours too.
    
    Laurie.

(looking for a way to like it. . .)

     ALphaGENerAtion, let's see that's trochee, trochee, trochee.  A
little pedestrian, but sort of a driving sound.  With all those fricatives
(one in each foot) it sounds a little like a steam locomotive -

it'stheAlphaGenerationit'stheAlphaGenerationit'stheAlphaGenerationit'sthe....

					whoooooo - whooooo

Maybe that was the feeling of power the respondents felt in it.

>    I can never understand why it is, when "they" choose these names and
>    slogans, that they don't throw the things to the wolves *before* they
>    decide. We noters may be cruel and heartless in our scathing criticism,
>    but so's the real world.

	It's the job of marketing to do the research, come up with the
	ideas, conduct the surveys, and develop the slogans, campaigns, and
	names. Why should they feel obligated to submit every decision to a
	committee of 90,000 people who probably think they know everything
	about marketing, but actually have zilch in the way of training and
	experience?

	Our marketing has been abysmal over the years -- the results speak
	for themselves. But many of the reasons for this have to do with
	factors beyond the control of our marketing people (such as funding,
	corporate senior management, and politics). The bottom line is that
	marketing should be allowed to do their job. If they fail, then do
	something about it, just like anybody else. 

	Roy

Hmmm, let see now....the AlphaGeneration....

	The internal announancement was preceeded by a multipage Q & A.
   That in itself forecast stormy waters ahead.  When I see Intel Inside
   I knew exactly what it ment and did not require explaination. 
   Oh well, one can not say that the powers-to-be do not have a sence of humor.
   or do they ?


re: -.106 (I think).

Sign me up as a "Free Radical" in the mirco-bio world of the AlphaGeneration

    I just saw the new logo on the front of the Digital Today rag.
    Quite frankly I'm REALLY disappointed.
    
    It looks terrible. A straight line with the word ALPHA at the end of
    the line in a weird higgledepickedy arrangment. Hanging off the bottom
    of the line is the word GENERATION. Looks like it is meant to be
    surrouynding a globe. BUT there is no globe. Also it does weird things
    to your eyes. One minute it looks convex, blibk and it looks concave.
    
    Looks like it was designed by the same people that did the Alpha
    deathstar. I'm just not impressed.
    
    I think the term AlphaGeneration is OK but the logo is very
    unimpressive.
    
    Dave

    
    re 113
    
    I agree totally, the logo as shown in the 4/4/94 Digital Today is dog. 
    Anything would have been better, say maybe an ellipse with Alpha on the
    top and Generation on the bottom or maybe Alpha and Generationin the
    shape of an arrow - pointing to the future.
    
    Steve
    

         <<< Note 2974.109 by PLAYER::BROWNL "RADARed on the Info Highway"
    >>>
    
     I can never understand why it is, when "they" choose these names and
     slogans, that they don't throw the things to the wolves *before* they
     decide. We noters may be cruel and heartless in our scathing criticism,
     but so's the real world... I still think AlphaGeneration is not a good
                                                                 ^^^^^^^^^^
     mast to nail one's colours too.
     ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
        Laurie.
                    
    
    	Since it is now a "given," we have to accept it and go for it.  Put
    our efforts into supporting AlphaGeneration to the world outside
    DIGITAL, no matter what we may think of it internally.
    
    	If we keep on being negative about everything about DIGITAL
    internally, that attitude spills over into the way in which we treat
    customers, no matter how much we may try to avoid this.  We must - we
    have no real choice in the matter if we want to retain our jobs -
    develope a positive mental attitude towards DIGITAL, its' products
    (which are superb!) AND its' slogans, Wordmarks and what have you.
    
    	We English have a national habit of running ourselves down, but
    when our backs are really up against the wall, we have a history of
    rallying round and getting on with the job in hand to get the situation
    corrected (please let us not start any ratholes here!).
    
    	As a company, we have to realise that our backs are against the
    wall NOW and let each of us do something about it - and that does NOT
    mean keep bitching and sniping internally.
    
    				Malcolm.

    At this point, the issue isn't whether AlphaGeneration is the absolute
    best combination of syllables we could have conceived or the snappiest
    looking logo.  You can argue 'til the cows come home about whether
    there are better alternatives...because that's ultimately a subjective
    matter.
    
    No, this is where the art of marketing really comes into play.  It's 
    Digital's job to create the right perception of this term in the minds of
    customers.  Marketing is all about capturing mindshare.  If we put
    enough muscle (read $$) behind this campaign, and direct it to the right
    audiences in the right way, we can make the market forget all about
    Pepsi and the Who and capture this mental association for ourselves.
    
    And one part (perhaps not the biggest one, but still an important one)
    is how Digital employees talk about AlphaGeneration to our family, our
    neighbors, and especially our customers.
    
    I agree with the earlier reply...our backs ARE against the wall, and
    it's time for all of us to do our part for AlphaGeneration.
    
    Dennis 
                                                                

I understand that we're committed to ALphaGeneRatIon (or whatever the
proper capitalization is, I'm sure somebody will flame me) and the
associated logo.

I will support it to the best of my ability.

I just get VERY nervous when I see an announcement for a marketing
slogan/trademark/wordmark accompanied by a lengthy Q&A/users guide.

If we, who work here and understand the context, can't see what is
intended by AlphaGeneration, then how can we expect our prospects
(who are not even Digital customers at this point) to get it?

Must be one of the Mysteries of Marketing...

All that I ask is that the folks whose job it is to come up with this stuff
should track the success of AlphaGeneration.  If it succeeds, great!  I
wouldn't even mind an "I told ya so!" note.  But if it falls short, please
consider adding this criterion for the next round:
Any candidate slogan should NOT need ANY explaination as to what it is trying
to canvey.  It should be self-evident.  Subliminal word-associations are fine,
but there should be an obvious surface message to go with it.

Kevin Farlee

re Note 2974.118 by DECWET::FARLEE:

> I just get VERY nervous when I see an announcement for a marketing
> slogan/trademark/wordmark accompanied by a lengthy Q&A/users guide.
  
        It is not at all unusual for corporate or product identity
        issues to be accompanied (internally) with guidelines for
        use.

        Bob

    Re: .115
    
    >>>	...If we keep on being negative about everything about DIGITAL
    >>>internally, that attitude spills over into the way in which we treat
    >>>customers, no matter how much we may try to avoid this....
    
    I disagree.  I actually find that I support Digital in a more positive
    manner in front of the customer.  But it becomes hard to keep this up
    when they see the marketing and feel the same way.
     

    I don't know about you, but I was both amazed and saddened by a news
    story yesterday.
    
    Boening unvaled its new 777 superjet airline.  What amazed me was that
    they did this whole production, had over 100,000 employees, familiy
    members and press invited with a Hollywood glitzy type production.
    
    It saddened me that Digital couldn't flatter the Boenings' of the
    corporate world, steal the same idea, have a big production and WORLD
    ANNOUNCEMENT that we have the best box in the business!!!  {Of course,
    about 12-18 months ago when we had something to brag about!}  This may
    have even impressed a few spectators to purchase a Digital product.  {I
    wonder how many of the Boening crowd is contemplating purchasing a 777
    :-)  }
     

Re: .121

Been there, done that, big yawn.  Of course, we probably didn't do it right;
the events are so expensive we tend to announce 150 products at the same
time, confusing everyone.

				Steve

    Big difference, Steve, is that the WHOLE world knows about the 777,
    whereas professionals in our industry STILL do not know what "Alpha"
    is...back to the problems with our marketing and the lead the Palmer &
    Crew squandered.

  >>> Big difference, Steve, is that the WHOLE world knows about the 777, ...

      I didn't know about the Boeing 777 until it was mentioned here.
                                                                     ;^)
   Terry

I sort of agree with Terry, though I knew of the 777 by reading about it
in a couple of special-interest magazines.   The whole world would know of
Alpha AXP if we had introduced it the way IBM/Apple/Motorola did the
PowerPC.

				Steve

The 777 was the headline article in the business section in the Dallas Morning
News sometime in the past few days.

Bob

    i think there is a big difference between announcing a new plane and
    new chip .

    the plane people can relate to, after all they will ride it when they
    go visit their MIL and family and loved ones in the holiday, so it
    is more personal, every one knows about it, even kids know about
    planes and their names etc..

    a chip is an impersonal far away object for most normal masses. the
    grand 'pa and grand 'ma of the majority of us can't relate to it, so
    a different marketing technique is needed to market a chip compared
    to a plane.

    i just thought i point _important_ point out.

    thanks,
    \nasser

RE: .124

>  >>> Big difference, Steve, is that the WHOLE world knows about the 777, ...
>
>      I didn't know about the Boeing 777 until it was mentioned here.

Maybe I am unusual, but when the phrase "Boeing 777" was used, I instantly
had a mental picture of a big, fast passenger jet aircraft.  I have no idea
what it's capabilities/specs/passenger-rating/#-of-engines/etc are, but I
understand basically the product they are talking about.

Alpha has no-where near that level of brand name recognition, and I believe
that was the point being made.

But as regards to the big, flashy announcement: along with Steve Lionel and
a large number of other people, I have been involved in the massive, huge,
expensive announcements that Digital has put on in the past.  Steve is right:
they don't work.

Why?  Because:

1) We dump every announcement that we will be making anywhere near the time
   of the event into one huge grab-bag, which doesn't give us enough time
   to do justice to any individual product, and which confuses the media
   people and analysts whom we depend on for good press.

2) Our competitors recognize that we are doing a huge event, and so you can 
   count on HP, IBM and Sun to schedule their own event at the same time: 
   either the day before (to steal our thunder) or the day after (so the 
   message is fresher in the minds of the media people who are writing the 
   story for their weekly magazines).  It doesn't even matter if the 
   competitor has anything to announce: all they need is a message which 
   makes it seem that our message is no big deal.  That is, if we announce 
   delivery of the fastest AXP workstation in the world, IBM or HP will 
   "program announce" a faster one that will ship "real-soon-now".

Instead, we should be scheduling smaller events *all the time*.  Weekly 
would be reasonable, but absolutely no further apart than monthly.  Each
announcement would be tailored to a specific set of products or services.
Nothing huge like "client-server", but something very focused like 
"client-server access to IBM databases" or "client-server common APIs
across a variety of systems" etc.

In other words, be in front of the media every week, or every day.  Have
them know that if they need a story they can count on Digital to make a
substantive announcement about something that their readers would be
interested in.  Have the writers and analysts have a weekly reminder in
their desk calendars (or PDAs or whatever) that "On 2:00 PM on Thursday, 
Digital is delivering a message that I need to hear".  Of course the time
should be picked to give them enough time to make the deadline for their
weekly publication, but not enough to let Sun/IBM/HP sneak in after us.

IMHO, this is better than a major event every 3-6 months surrounded by
dead silence.

-- Ken Moreau

    
    REL .127  Well, I agree up to a point, Nasser.  But look at Intel
    Inside (TM).  I saw one of their ads last night.  It was on during a
    fairly popular TV show.  I would venture to say that the ad gave many
    folks exposure to Intel that otherwise wouldn't have known anything
    about what's inside the computer.
    
    
    Mike

    and then there's all those airplane disaster movies.  What happens when
    an Alpha crashes?  Do we send in a team to reconstruct the accident?
    
    Mark

    Re: .127

    Of course, I got a picture of what a Boeing 777 must be too.  
    Sometimes, I just get a bit self-righteous about people using 
    outlandish exaggeration (WHOLE world) to add strength to their 
    points ... especially when those points are quite strong enough 
    to stand by themselves.

    I agree with you absolutely, Ken.  We really are missing an 
    opportunity to get our name, trademarks, and products out there 
    "in front of all those people."  I agree that we'd benefit from 
    weekly press releases.  Even if we had nothing more to say than a 
    quick-and-dirty progress report on our various and sundry 
    projects, we'd become progressively more familiar to a growing 
    audience.

    The press and the public would learn to associate Digital with 
    steady progress.  Whenever we had something big to announce, we'd
    not only have a receptive audience but surprise our competition 
    as well.

   Terry

Mark,
>>What happens when an Alpha crashes?
Alpha hasnt even gotten off the runway yet - it cant crash until its in the air!

                         <<< Note 2974.132 by EVMS::GODDARD >>>
                                        -< ;^) >-
    
    Mark,
    >>What happens when an Alpha crashes?
    Alpha hasnt even gotten off the runway yet - it cant crash until its in
    the air!
    
    
    
                                                                             
    An Alpha can crash into something else on the ground, surely.
    
    				Malcolm.

	Haven't heard about the 777 but I don't assume it's big.
	Yah maybe bigger then a Cessna 150 but prolly "not" bigger
	then the Boing 747 as the 757 and 767 were both smaller craft.
	I'll wait till I see this bird fly....if anyone can aford one :^(

400+ passengers
2 engines
not rated for trans-ocean travel (yet) due to engines
about half of the development budget will be recovered by existing orders.

...and it has a powered toilet seat!  (No, I don't know why.)

    
    Flame on!
    
    I'm sorry, but I just saw the AlphaGeneration Logo for the first time.
    Now, maybe it's because I just visted my podiatrist this morning, but the
    logo looks just like the X-ray of my heel spur.  I don't know how much
    we, Digital, paid for this trademark and logo, but it was too much.
    I can hear it now:
    
    	"Dr. Smith, have you seen Digital's new AlphaGeneration logo?"
    
    	"Yes, Dr. Jones, I have.  Looks like a big heel spur to me".
    
    	"I thought so too, should we buy an Alpha?"
    
    	"No, let's just operate and remove the spur from that logo"  
    
    
    Meanwhile, projects are getting cancelled and people are being laid
    off.  This company is going nowhere fast.
    
    Flame off.
    
    Al
    
    

    
                <<< Note 2974.135 by ELWOOD::LANE "Running on empty" >>>
    
    400+ passengers
    2 engines
    not rated for trans-ocean travel (yet) due to engines
    ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
    
    Why is this, is there some testing not yet carried out on the engines?
    
    The 767 flies transatlantic and has done for about three years - I
    should know, my youngest son pilots them for British Airways!  767s fly
    Heathrow and Manchester to New York, Washington and Newark, may be
    more, but that is the routes that I can remember my son working.
    
    				Malcolm.

    I was in Washington State last September when the first 777 wing was
    completed.  They got region wide press coverage for the event, at least
    Washington & Oregon.  These are apparently the biggest wings ever made
    by Boeing for commercial aircraft.  Then the crew started in on the
    other wing.
    
    They have to get approval for transoceanic use of the plane but that
    shouldn't take more than a few months.
    
    ed

    
      In general 3 more more engines are required for Part 121
    (airline) trans-oceanic travel.  (There are some other rules
    for 2 engine aircraft which remain within an hour of shore).  
    
      I believe that an exception can be granted if "above average"
    engine reliability is demonstrated in an aircrafts past service
    history.
    
    
    							-al
    

    I see, so the Concorde is "always within an hour of shore" and
    covered by those rules instead.  :-)
    
    :-)
    
    ed

... i thought that the Concorde had two "twin" engines?

mb

    
                 <<< Note 2974.140 by MUDHWK::LAWLER "MUDHWK(TM)" >>>
                              -< to further the tangent >-
    
    
          In general 3 more more engines are required for Part 121
        (airline) trans-oceanic travel.  (There are some other rules
        for 2 engine aircraft which remain within an hour of shore).
     				    ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
    
    	Specifically - within 90 minutes flying time of a diversion
    airfield.  The Flight Crew have to plan the route to comply with that. 
    This much I do know.
    
    				Malcolm.	

    
    
      Oops - you're right...  (Maybe the 'hour offshore' rule has to
    do with the need to carry life-rafts/flares...)
    
      I had read through the rules back several years ago,  but it's not
    something I need to be aware of on a daily basis...  :^)
    
    
    							-al

    To take a twin engined aircraft, with fare paying passengers, across
    the Atlantic needs ETOPS clearance for the aircraft and for the engine
    type and mark.  ETOPS clears more than 90 minutes flying to the 
    nearest diversionary airfield.
    
    The 777 and its engines haven't yet got the clearance, but it will be
    included as part of the flight testing and route proving.
    
    The 777 is large, not 'jumbo', for routes often described as long and
    thin.  I.e. long non-stop routes which need more than 200 seats, but 
    not as many as a 747.  It'll be a competitor to the A330 from Airbus
    Industrie.

Having spent better than three years full time at a number of Boeing sites in
the greater Seattle area and knowing several engineers directly involved in the
project, I must say that all this 777 talk is quite interesting (although
somewhat inaccurate) ... but what on earth does it have to do with the Digital
way of working?

        .146

    > I must say that all this 777 talk is quite interesting (although
    >somewhat inaccurate) ... but what on earth does it have to do with the
    >Digital way of working?

    digital sales and marketing people need to travel more and market
    our stuff more (we all know that), so what is better way of
    transportation than using the latest and fastest airplanes such
    as the Boeing 777 ?

    please remember that we can build the best products in the world, but if our
    marketing folks don't starting hitting the roads and the air telling the 
    world about it, it won't make a dint of a difference.

    just my opinion offcourse.
    
    \bye
    \nasser

    
    	Whoa, whoa there nasser, latest yes, fastest NO!  Concorde is more
    than twice as fast!
    
    	Alpha, now there is something "fastest!"
    
    				Malcolm.

Is there an online version of the new logo around?
Just interested to see waht they've come up with.

    Although AlphaGenerartion is all one word, the logo places the words on
    separate lines in an elliptical pattern. I guess the trademark people
    aren't talking to the wordmark people and vice versa.
    
    Eric

    i saw the AlphaGenerartion logo , and i must admit, i quite liked it.
    
    it is _different_ and modern looking, and has a subtle twist to it
    that makes you want to look at it again , which is the whole point of
    a logo, to get someone to remeber it when they look at it.
    
    for the befinitfs of our DECeeeees who has not seen it, i try to
    show it here just to give you the idea:
    
    please hit return to see \nasser redraw of AlphaGenerartion logo
    
    
        this part is lighter        it gets darker as
        inside the box    --------> you go this direction                                   
    
    
                                                       TM
     -    -    -   -  - - - - -----------------------+
                                          P   H      |
                                       L         A   |
                                    A                |
     -    -    -   -  - - - - -----------------------+
                                                  N
                                                O
                                             I
                                          T
                                      A
                                  R
                   G          E
                       E   N
    
    
    \bye
    \nasser

    
    Maybe I've been sensitized by our AlphaGeneration logo, but I don't
    recall ever seeing the words used in the manner below.
    
    (Spoiler for Dean Koontz fans follows...)
    
    
    (If you're reading "Mr. Murder, don't look at this until you get
    past part 2, section 5, chapter 8.)
    
    

      "You know what this means?" Spicer asked.

      From the back seat, Clocker said, "The first operative
    Alpha-generation human clone is a renagade, mutating in ways
    we might not understand, and capable of infecting the human
    gene pool with genetic material that could spawn a new and
    thoroughly hostile race of nearly invulnerable super beings."

				Dean Koontz, "Mr. Murder"

    Talk about synchronicity! I read that paragraph just last night and was
    about to put it in this conference. Not a bad book.