Dickeson--Create Brand Recognition For Your Print Operation

Recognize that "quality" does not sell printing. Nobody this side of heaven knows what "quality printing" is. But a perception of quality does sell printing. The quality printing perception is an illusion, but it has virtual reality in the mind of the customer. It is associated with the recognized leader in a market segment. Reality, rather than logic, says, "If Ajax Printing is the leader for Brand X, then it has to be the best—THE quality product."