Fontana/Affiliate--A Waterless Course

Along with the aggressive stance in-house went an aggressive marketing campaign. The firm's tag line, which appears on its vans and everywhere else, is: "The Leader in Waterless." The plan worked, and high-end customers began to take an interest.

Of course, the company has heard the nay-sayers who claim that waterless printing is dead. According to Connors, those negative comments are actually helping Fontana's business.