Creating A Brand — Do Monikers Really Matter?

In summation, Kielar says it’s not what a printing company’s name is, rather what the company’s brand stands for—quality, value, service and partnership—that is important. Adding new capabilities is just one way to broaden existing relationships and to create new ones.

“One word says it all—branding,” Schnoll concludes. “I know this is a foreign concept to many in the graphic arts industry. But any business today must rebrand to inform their customer base of their many New Age information services.” PI