Dickeson--Create Brand Recognition For Your Print Operation

For many years, I've been urging commercial printers to stop the nonsense of setting prices for their print conversion services by marking up their imagined or "virtual" costs. Price is customer-perceived value constrained by competition. Pricing is unrelated to cost. It's a perception of value. As Al Ries puts it in "The 22 Immutable Laws of Marketing," a brand is "a singular idea or concept that you own inside the mind of the prospect."