Marketing Is What Differentiates Us —Michelson

Differentiation, even if just perception among buyers, will increasingly become the word du jour. As more shops venture into the realm of digital printing and non-print services—and the competitive landscape for these value-added services becomes more crowded—the spoils will go to those most adept at marketing and branding their offerings. If your products and services are perceived as no different from everyone else's, then your only value proposition becomes the ability to offer the lowest price.