Creating A Brand — Do Monikers Really Matter?

Short of a name overhaul, Roberts Communications’ Kielar feels that if a printer has added new capabilities such as variable data (VDP) digital printing, database services or finishing, print buyers should be informed about the new offerings.

“They should send us a piece or drop off a sample of their new capability and then set up a meeting with our production people—they can also invite creative and account service folks as they see fit,” he recommends.