Update MCL.md

Review and update of main lines

MCL.md

@@ -18,37 +18,39 @@ The software community will be engaged mailnly with the use of public code repos
 
 Policymakers are the communities that have a remarkable negotiable power in terms of project outreach outside the MVPs lab environment. Thus, at the policymaking level, LEDGER MarCom strategy will target both individuals and groups who have a stake into the outcomes of the project. LEDGER will therefore encourage marketing, communication and dissemination activities to influence opinion and decision making processes within the policy domain by directly informing and attending to events promoted first and foremost by the Commission and relevant Directorates General, esp. those relevant to the implementation of solutions to problems affecting LEDGER’s verticals.
 
-### Business communities `aspra: I suggerst name change and shortening of this paragraph.`
+### Business Perspectives
-LEDGER success will be measured in terms of uptake of its MVPs by the market populated by citizens and consumers enabled to access business models that serve their needs while avoiding to ask anything in exchange without their previous knowledge and consent. As a result and thanks to FBA and BLM’s leading roles, consumers and business communities will be involved as a central dissemination and communication channel to promote and grow LEDGER’s values and value proposition. Both are structurlly interwoven, in that values cannot be framed independently of the value proposition underpinning them. This will in fact be the primary marketing and communication strategy for the project, because it is, to our knowledge, the aspect that mostly characterises LEDGER when compared to other in ether public or private endeavours in the decentralised data governance areas.
+LEDGER success will be measured in terms of uptake of its MVPs by the market populated by citizens and consumers enabled to access business models that serve their needs while avoiding to ask anything in exchange without their previous knowledge and consent. As a result and thanks to FBA and BLM’s leading roles, consumers and business communities will be involved as a central dissemination and communication channel to promote and grow LEDGER’s values and value proposition. Both are **structurally interwoven**, in that values cannot be framed independently of the value proposition underpinning them. This will in fact be the primary marketing and communication strategy for the project, because it is, to our knowledge, the aspect that mostly characterises LEDGER when compared to other in ether public or private endeavours in the decentralised data governance areas.
 
 Indeed, business communities are getting more and more aware about the topics and importance of the agenda that LEDGER is embodying. In turn, they are central for the uptake and upscaling of MVPs from LEDGER in that they can enjoy the adequate position and community outreach for large scale adoption of LEDGER’s venture builder solutions.
 
+To synthesize?
+
 
 ## 1. Editorial guidelines
 
 These editorial guidelines are meant to provide all partners and involved participants with the essential information that needs to be distributed in all stages of the LEDGER project as well as after the closing of the project. In the following paragraphs, the content creation, internal validation, as well as the distribution and evaluation of the impact is analysed and exposed and the necessary workflow is drafted.
 
-All content should attract participants to both Open Calls of the project. It should clearly express the characteristics, ethos and values of the Ledger project and it should be available for change so that it can reflect the evolution of the project in all itearations during its 3 years duration. The MarCom of the project shall equally promote and document the development of the project through the sum of the participants work, the evolution of the technologies and the progress being made in each vertical. Content distribution tactics and special needs are as well hinted. `aspra: dont understand last sentence, suggest deletion`
+All content developed for the project communication should attract participants to both Open Calls of the project. It should clearly express the characteristics, ethos and values of the Ledger project and it should be available for change, so that it can reflect the evolution of the project in all iterations during its 3 years duration. The MarCom of the project shall equally promote and document the development of the project through the sum of the participants work, the evolution of the technologies and the progress being made in each vertical.
 
-These editorial guidelines will also be visible to the participants. However, it is expected that close monitoring of the communication spaces and some re-iterations of editing will be necessary by the Dyne.org communication team and they will need to be validated through pair review between partners.
+Editorial guidelines will also be visible to the participants. However, it is expected that close monitoring of the communication spaces and some re-iterations of editing will be necessary by the Dyne.org communication team and they will need to be validated through pair review between partners.
 
 Moreover, this document is in place to ensure the best possible compliance with timelines and guidlines; in particular:
 - The LEDGER project consortium partners will be informed specifically about the timelines in the project when they are expected to provide with promotional material and other communications content.
-- The Consortium partners in charge of organizing events and bootcamps as previously agreed on, will be instructed to provide access to other partners and collaborators in order to faciliate the creation of video documentation and other produced content both for external and internal communication and documentation.
+- The Consortium partners in charge of organising events and bootcamps as previously agreed on, will be instructed to provide access to other partners and collaborators in order to facilitate the creation of video documentation and other produced content both for external and internal communication and documentation.
 
 ## 2. Structure of the materials and creation workflow
 
 Production of communication materials and the act of communicate follows this first diagram.
-Internally there are two main repository for shared materials: files, images, tempates, modules, temporary sharing, project folders etc. go on cloud.dyne.org, code and documentation and collectively written complex documents go on gitea.dyne.org.
+Internally there are two main repository for shared materials: files, images, templates, modules, temporary sharing, project folders etc. go on cloud.dyne.org, code and documentation and collectively written complex documents go on gitea.dyne.org.
 
 ![Workflow-simple.png](./images/Workflow-simple.png)
 ![Workflow-Distribution.png](./images/CommunicationWF.png)
 
 Folder structure for the communication cross partners and with participants is to be kept in git or in nextcloud to availability of the consortium and the participants when necessary. Structure is the one summarised in the following tree.
 
-Workflow and use instructions will be put in readme.md as it is custom with documentation in FLOSS development.
+Workflow and use instructions will be put in readme.md in the appropriate folders as it is custom with documentation in FLOSS development creating a seamless and interchangeable workflow between documentation and other communication oriented production.
 
-Follows the proposed taxonomy replicated as a structure of folders
+What follows the proposed taxonomy replicated as a structure of folders
 
 ```
 
@@ -83,13 +85,13 @@ Communication
 
 ```
 
-What is about the LEDGER-NGI Brand is collected in 1. Brand,
+1. What is about the LEDGER-NGI Brand is collected in 1. Brand;
 2. Moodboards is the proposed way to collect emotional and visual contents at this stage, to be replicated with projects and kept as reference and documentation.
-3. is the vault for reference text, divided in tree registers, the internal and eu jargon text, the text made and meant for external communication and the divulgative one, intended for general audience. This allows to make text easy to find.
+3. is the vault for reference text, divided in tree registers, the internal and eu jargon text, the text made and meant for external communication and the outreach one, intended for general audiences. This should allow to make text easy to find and reusable.
 
 ### 2.1 General communication groups
 
-The general componence and cross appartenence of people to a group is indicated in the following diagram. Sets are in different color and they overlap when is necessary, while the diameter of the circle gives an idea of the number of people involved in the group. We will use similar representation further on.
+Appartenence of all participants to a group is indicated in the following diagram. Sets are in different color and they overlap when is necessary, while the diameter of the circle gives an idea of the number of people involved in the group. We will use similar representation further on.
 
 ![Internalcommunications.png](./images/InternalCommunication.png)
 
@@ -100,20 +102,21 @@ Let's go to give a close look to the communication materials gathered so far and
 Chapter 3 refers to the materials for communication, were they are stored, how they need to be used.
 
 ### 3.1. Brand (/Communication/1.Brand)
-LEDGER project has to be integrated into NGI brand guidelines `ref??` and has to be divagated in the contexts created by NGI. At the same time the communication aim of LEDGER wants to outreach to communities of FLOSS developers and more marginal communities that might be alienated by the language, both visual and in other ways narrative of a traditional campaign. This document aims to be a guide that includes this perspective.
+LEDGER project has to be integrated into NGI brand guidelines and has to be divagated in the contexts created by NGI. At the same time the communication aim of LEDGER wants to outreach to communities of FLOSS developers and more marginal communities that might be alienated by the language, both visual and in other ways narrative of a traditional campaign. This document aims to be a guide that includes this perspective.
 
 ####	3.1.1. brand book for LEDGER project
-A Brand book is a very good tool for general communication. It can evolve from the coordinate communication already studied for Ledger Project.
+A Brand book is a very good tool for general communication (1). It can evolve from the coordinate communication already studied for Ledger Project.
 It includes though some simplified answers to generic questions that allow to present the project properly to any of the people involved.
 It includes as well a general visual guideline.
 The book is a living doc that includes synonyms and explanations for key concepts.
 
-You can find as an example the brand book on NGI here:- https://www.ngi.eu/resources/promo-materials/
+(1) You can find as an example the brand book on NGI here:- https://www.ngi.eu/resources/promo-materials/
 
-Another excelent tool for expressing the narrative of the project is questions and answers. In FLOSS development this often took the form of FAQ.
+Another excellent tool for expressing the narrative of the project is questions and answers. In FLOSS development this often took the form of FAQ. **Always Collect good questions!**
 
 Questions have to be gathered and answered and then a list of frequently recurring ones can be assembled.
-For the first phase of the project we refer to quesions and answer that help internally to all participants to answer to anyone asking to the basic questions regarding the project giving as such a good answer to a generic audience.
+
+For the first phase of the project we refer to questions and answer that help internally to all participants to answer to anyone asking to the basic questions regarding the project giving as such a good answer to a generic audience.
 
 #####  Examples of Questions and Answers:
  - Q: What are you busy with?
@@ -122,7 +125,6 @@ For the first phase of the project we refer to quesions and answer that help int
 
 this tool will be elaborated by partners and included in the communication material as soon as it will be available.
 
-[WORD CLOUDS GO Here]
 
 
 ####	3.1.2. general guidelines
@@ -140,7 +142,9 @@ Some Examples of the textual material that will be compiled for the many editing
 
 [I include here below the text we already have in this register, I will decouple it from the file later on.]
 
-##### Basic information and main goals of the LEDGER project
+NOTE: In the mean time NGI has changed completely the logo and the brand guidelines (may 2019) compliance is requested before September 2019
+
+##### Basic information and main goals of the LEDGER project as implied by the Verticals
 
 LEDGER - Decentralised Data Governance for the Next Generation Internet - is a project funded by the European Commission (GA 825268 - http://ledgerproject.eu/). Between 2019 and 2021, the LEDGER project has the mandate to distribute financial support to third parties in a cascade funding framework named Venture Builder Programme.
 
@@ -216,9 +220,9 @@ The successful project will be characterised by the interference of the four dif
 The envisioned concepts should relate in a way introduced by the Free Culture Movement and F/OSS based economies.
 
 
-#### 3.4.1 Virtuose creation
+#### 3.4.1 Virtuos creation
 
-Semiotic square of virtuose creation
+Semiotic square of virtuos creation
 
 > image should be remade to fit brand identity
 
@@ -240,6 +244,7 @@ NGI has a set of wide area communication tools in place we are request to contri
 
 ### 3.6. Software Documentation (/Communication/5.SoftwareDocumentation)
 > Fill in guidelines for acceptable and good documentation, role of public and private GIT etc
+> standard guidelines for github are ok
 
 ### 3.7. TV and Web integration Materials (/Communication/6.TV-Web)
 
@@ -311,7 +316,6 @@ We want to share some important performance indicators upfront with all particip
 - Early stage to delivery: The teams might be composed by individuals, but also by employees from small or medium enterprises, in which cases the group will be closely evaluated for their human-centric approach and the will to collaborate with the rest of the LEDGER community.
 
 
-
 ## 6. Participants
 How we will treat Participants