Clarity – Marketing advice for mission-driven companies and causes

Marketing insights to help you achieve greater impact by aligning profit and purpose, for changemakers from conscious companies and meaningful causes. Empower your team and supporters to influence, inspire, and engage the communities you serve through branding, design, and marketing in our digital and social world.

When designing a Bible typeface, what considerations come to mind? Legibility, character count, beauty? What's most important?

A conversation with a colleague brought up the General Theory of Design, as we discussed the numbers of options that must be presented at in order to receive approval for a design project.

Three companies recently caught my attention with their direct mail, email newsletters and a blog. It's clear they are trying to be something that they're not.

My story begins with the purchase of a fountain pen, and ends with a lesson in how a brand (especially a luxury brand) achieves brand alignment.

With all the feverish activity that communications and development professionals label as branding and marketing, it’s important to remember that they are not two separate activities, but part of a continuum of communications.

Typography may seem like a small element of your branding, and easy to overlook, but it's not difficult to find many examples of weak and poorly-executed typography gracing strong or new logos (and the supporting brand identity standards).

In any type of misson-drive comany or cause, establishing and maintaining continuity in the visible and invisible aspects of your branding is key to managing perceptions. Since you’re marketing aggressively and selectively during the current economic conditions (if not, you should be), you’re more likely to be aware of your messaging and perceptions that you want to project.

The concept of social networking is so generic, what does it really mean to build a social network?

A municipality that does not have a relevant and content-rich web site that allows the administration to supply information is at a perceptual and economic disadvantage.

My family and I went to a concert on New Year's Eve in Cleveland. The professionally-produced program consisted of a three-panel letterfold on ultra-glossy paper. The program contained artist biographical information, rendered completely unreadable by a combination of factors.

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