Getting the word out about your arts orgainzation is not just a matter of printing brochures, making banners and producing marketing spots. The modern arts organization is a brand, and that takes careful management. Too crassly commercial, you’re thinking? Boston clients of one communications firm think not. “There are no contradiction between that kind of ‘corporate’ thinking and artistic risk-taking. Quite the contrary. If people get to recognize the organization, we will get to take more risks.”