Campaign brands have a lot of explaining to do—literally. In just a few words and images, they have to uplift, educate and mobilize your top donors and help your community see themselves in your vision. They have to strike a tone that is simultaneously dynamic, energizing, serious, trustworthy, heartwarming, urgent, unifying and (dare we say it?) inspiring. And they have to stand out: not only from other campaigns, but also from your institution’s own brand and other big initiatives.
With all that riding on them, it’s no wonder campaign brands so often disappear into a sea of sameness. After all, campaign brands have a lot in common with institutional and strategic plan brands.
They all need to say something true and distinct about your institution. They need to speak to your ambitions and build confidence that you have what it takes to achieve your goals. And they need to bring people together around a shared purpose.
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