. '''NOTA BENE - WORK IN PROGRESS''' - [[comma/Workbench/PositioningMessage#Inputs_&_Thoughts|Your Inputs & Thoughts]] :-)

 . '''To'''  '''[[comma#comma_Workbench| comma Workbench]]''' - '''To comma ''' '''[[comma/Workbench| Workbench - Overview Projects]]''' -  '''To CAcert.org''' '''[[comma#CAcert.org_Identity| Identity]]'''  - '''To CAcert.org Identity''' '''[[comma/Identity/Message| CAcert.org Message to the Crowd]]'''


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== CAcert.org Re-Positioning & Message Development - comma Project Background ==

 . CAcert.org Message is integral information part of '''CAcert.org''' '''[[comma#CAcert.org_Identity| Identity]]'''

 . Which crowd or various crowd? Descriptions?: IT-Security Freaks, Cryptogonists, IT-Technicians, System Administrators, Coders, Normal Internet Users, Teachers, Lawyers, Students, Paranoids...

 . 3-5 Statements to vote / select. More are welcome for vote / selection.
 
  . You can rely on your neighbor
 
  . Empowering Digital Security 

  . Free Digital Certificates for Everyone
 
  . ?

 . more about [[http://en.wikipedia.org/wiki/Message| Message]] '' - source: en.wikipedia ''

 . more about [[http://en.wikipedia.org/wiki/Positioning_(marketing)| Positioning]]  '' - source: en.wikipedia ''
<<BR>>

== CAcert.org Slogan ==

 . 1 Slogan to vote / select. More are welcome for vote / selection.

  . CAcert.org - Time for Reliance!

  . It's Time to trust on Reliance!

  . From the Community - By the Community - For the Community '' - based on A. Lincoln? ''

  . CAcert.org - From - By - For

  . CAcert.org - Because you deserve a better Privacy! '' - 2009096 - e-mail [[http://wiki.cacert.org/wiki/Guillaume_ROMAGNY?highlight=(\bCategoryHomepage\b)|Guillaume R.]] ''

  . CAcert.org - We deserve better Privacy!

  . CAcert.org - Because you deserve better security! '' - 20090906 - e-mail Pieter v. E. ''

  . CAcert.org, because your deserve protecting your private life. (GolfRomeo)

  . ?
 
 . more about [[http://en.wikipedia.org/wiki/Slogan| Slogan]] '' - source: en.wikipedia.org ''

 . more about [[http://en.wikipedia.org/wiki/Positioning_(marketing)| Positioning]]  '' - source: en.wikipedia ''
<<BR>>

== Expected Impact of CAcert.org Message & Slogan ==

 . CAcert.org perceived 
 
 . CAcert.org recognized as

 . more about [[http://en.wikipedia.org/wiki/Perception| Perception]] '' - source: en.wikipedia ''
<<BR>>

== Evaluation of CAcert.org Message & Slogan ==

 . What does it mean to YOU? What have YOU understood? Is the worm for the fish or the fisher?

  . Quality of Message

   . I have understood... YOUR feedback

  . Quality of Slogan

   . I have understood... YOUR feedback

  . Various Languages

   . English

   . German

   . Spanish

   . French

   . YOURS? ''- please, add.''
 
  . Various Cultures

   . Anglo-Saxon

   . Continental Europe

   . Hispanic

   . YOURS? '' - please, add.''
 
  . Various Audiances

   . Crypto Cracks

   . Crypto Enthusiasts

   . Others

  . Selection of Message & Slogan

  . Community Vote on:

   . Messages, 5 meaningful

   . Slogan, 1 catchy
<<BR>>

== Trust vs Reliance vs Reliability ==

 . Descriptions

  . more about [[http://en.wikipedia.org/wiki/Trust| Trust]] ''- source: en.wikipedia.org ''

  . more about [[http://en.wikipedia.org/wiki/Reliance| Reliance]] ''- source: en.wikipedia.org ''

  . more about [[http://en.wikipedia.org/wiki/Reliability| Reliability]] ''- source: en.wikipedia.org ''

 . Pined Expressions

 . Chances vs Risks
<<BR>>

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== Inputs & Thoughts ==

 . YYYYMMDD-[[YourName]]

 . {{{
Text / Your Statements, thoughts and e-mail snippets, Please
 }}}

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 . 200909??- [[Iang]]

 . {{{
Open comment:

the use of the word TRUST should generally be avoided because the word has been over-used in the past.  Hence, it actually has several confusing and misaligned meanings.  E.g., as a CA we are supposedly in the TRUST industry, and this means that we "sell TRUST".  But trying to figure out what that means will send us in wild gyrations and drive everyone mad.  Also, there is the old "trustcheck" (now dead) which also was poorly named and could lead to confusion as to meaning.

Personally, having observed this semantic failure for a long time, I have settled on the word "rely" or "reliance".  Hence, the old saying that Philipp refers to should really be

     "we can rely on our assurers."

Or

     "our assurers are reliable."

Reliance is at least defined because _the CPS defines it_.  Or attempts to, and at least it points to all sorts of structural things such as Assurance and Arbitration that back up what reliance means.  Also, reliance is part of the font of knowledge of PKI, in that, the purpose of the certificates is for a relying party to rely on them.  So they say.  At least, for CAcert, there was a need to define what that means, and it is in the CPS.

Then, if we simply agree that when we see the word TRUST we probably think this as shorthand for reliance, we're ok.  But best to be careful, because of the marketing damage done in the past.

Those are my thoughts...

iang
 }}}

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 . 200909??-[[DanielBlack]]

 . {{{
Agree. Lets avoid trust unless we are explicitly talking about our own personal trust. seeing 'trust' and reading as 'reliance' doesn't undo previous damage and I think should always be challenged so that its meaning in CA terms dies.
 }}}

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 . YYYYMMDD-[[YourName]]

 . {{{
Text / Your Statements, thoughts and e-mail snippets, Please
 }}}

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