Creating A Brand — Do Monikers Really Matter?

• Racine, WI-based large-format printer Color Arts reinvented itself as DuraColor.

• As part of a larger brand reorganization initiative, KAR Printing, Austell, GA, came up with the term doodad to sound more nimble and accessible.

“Although we did change our name, it wasn’t to convey anything about being ‘full-service,’ ” explains doodad COO Thomas McCloskey. “We did it as a component of a broader initiative to clarify our brand. It might seem a subtle difference, but our name change was the final step in a 12-month rebranding process and not a process of name selection, per se.”