Marketing is not typically a priority for open source projects, yet early marketing efforts driven by companies in the OpenStack ecosystem have undeniably made a huge impact on its initial success. In this session we'll discuss the challenges in working within our complex open source community while also taking on serious competitors with deep pockets. How can you be a good citizen in the community and contribute to building the OpenStack brand, while also leveraging the brand and community resources for your company's benefit? In this panel, we will discuss:
* Building and leveraging the OpenStack brand -- the multiplier effect
* Embracing your competitors in the community to fight the bigger enemies
* Why it's important to create a movement -- rally a joint mission and/or common enemy
* Adding another stakeholder to your marketing plans -- the community
* Being flexible and reactive to timelines, variables, lack of a solid roadmap
* Tackling bottom-up marketing versus traditional enterprise marketing personas
* Staying scrappy and pooling resources to make a big impact without a big budget
