Dear Martin,
I have been thinking about this question of 'brand' recently, because our Ning hosting company is currently redesigning the network system used by the Research Cooperative. The result may be better or worse for our purposes - we won't know until we have to make the transition in several months time.
This led me to think of what alternatives might exist for developing our network.
There are other social networking systems, but none that I like so much as the Ning system, which has been sweet for a non-coder like me.
The change we face also led me to fish around for alternative domain names. To my surprise, I found that the name "publishscience" was available for most domain name suffixes of interest.
On behalf of the Research Cooperative, I am now the proud owner of publishscience.org, publishscience.net, publishscience.info, and publishscience.co
I have started using "Publish science!" as an exhortation and slogan in the description area of our network (see top page). The slogan "Publish science!" is meant as an encourgement to publish meaningful intellectual work, of a scientific kind, in the broadest possible sense.
It might be useful to change the domain name for The Research Cooperative to publishscience.org, so that the domain name spells out the purpose of the network, and is complementary to the network name, rather than being redundant.
This might also be advantageous for the purposes of search engine optimisation.
What I would also like to do, gradually, is set up a Wordpress blogging site, using one of these domain names (most likely publishscience.info, or publishscience.net), in order to present biographies of publishers and publishing companies and start-ups.
Your efforts could be something to write about and promote in this way.
Good publishers often depend on the efforts of quite interesting people - which is why many publishing companies are named after their founders, I suppose.
Unfortunately, when companies outlive their namesakes, the names can easily become fronts for impersonal corporations.
It is curious that so many of the new online (virtual) publishers of journals have chosen to be anonymous. They seem to think that publishing is purely a mechanical process that does not require actual humans to communicate with each other, in order to establish trust and interest.
My impression is that you are trying to use mechanical processes to facilitate the essential human work of thinking and communicating.
A "Publish science!" blog could be used to establish a brand that is not specific to one publisher, and that supports publishers who value being:
knowable, personal, local, national, specialised
not:
anonymous, impersonal, international, global, universal
The former can of course be universal in terms of content value, while the later can be parochial even when claiming to be universal.
Please feel free to agree or disagree with any of the above. Whatever you think, I would like know what your thoughts are (reply privately, or in public, as you wish).
Best regards, Peter
--
Peter J. Matthews, Chief Admin.,
The Research Cooperative,
Auckland & Kyoto.
Contact: researchcooperative [at] gmail [dot] com