Let Me Be Perfectly Clear

Here at Cronin Creative, we take our tagline, “Clarity by Design,” very seriously. Especially these days, when so much of the information we receive is designed to divide, distract and confuse, clarity and simplicity have become valuable commodities.

Checking our trusty thesaurus, we see that a common synonym for “clarity” is “transparency.” In a recent blog, Toronto-based market researcher Andrew Grenville stresses the importance of straight-ahead clarity and transparency in all of today’s marketing and branding endeavors.

“In the age of the empowered customer, transparency is an essential attribute of any robust brand,” Grenville says. “In fact, without transparency, you’re not a brand. You’re a commodity.”

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How Memorable Is Your Logo?

Here at Cronin Creative, we know the importance of clearly stating a marketing message, whether it’s through a visual image or the written word. People are overwhelmed by the amount of marketing and advertising that they must process every day, so simplicity and clarity are key when targeting today’s customers.

Your logo is the visual cornerstone of your brand. It’s front-and-center on your website, all of your marketing materials, your signage, etc. It is the face of your brand. But how memorable is your logo?

According to a recent study conducted by the folks at Signs.com, your logo may not be as robust and effective as you think. The study asked 150 participants to draw ten iconic logos from memory. The results are revealing and, in some cases, really funny. The study concluded that the most memorable part of any logo is the color. Interestingly, in their drawings, many people produced renderings of older, long-discarded logos, rather than a corporation’s shiny new mark.

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Clarity In Carolina

We paid our first-ever visit to Charleston, South Carolina for a family wedding this past weekend, and took the opportunity to soak up some of the history, the people, and the good food of this beautiful city.

Charleston offers a uniquely laid-back southern charm, and doesn’t shy away from its unsavory history as the center of the slave trade. We always try to visit one museum when we’re in a new place, so we walked through the palmetto-lined streets (dodging tourist-laden, horse-drawn carriages), to the Gibbes Museum of Art.

The Gibbes Museum explores the unique-and-evolving aesthetic tastes of Charleston and the American South through paintings, sculptures, miniature portraits, decorative art objects, and multi-media installations. Ranging from the Colonial period to the present, the work on display at the Gibbes Museum provides a clarity and perspective that no tour guide could match.

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Are You Content With Your Content?

“A sentence should contain no unnecessary word, a paragraph no unnecessary sentence, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.”

The above quote is from William Strunk, Jr.’s “The Elements Of Style.” That classic writing guide was published in 1948, and that advice rings truer than ever for anyone trying to communicate a brand message in today’s overcrowded market.

Here at Cronin Creative, our tagline is “Clarity By Design,” and, as we work with companies on all aspects of their branding, we know from experience that clear, concise writing should always play an integral role in the overall design. In an age where people are far more likely to watch a video than they are to read, drawing them in with compelling copy is more is more important, and more challenging, than ever.

Here are a few tips on writing to grab your readers and keep them engaged.

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4 Tips For Big-Picture Marketing

In building a business, establishing and communicating an authentic brand message to a targeted audience is essential. Positioning your company in front of the right customers is the job of marketing, and a multi-tiered marketing plan will help to highlight the differentiator that makes your company special. As you descend into the inevitable marketing-plan minutiae, Read More

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