Creating A Brand — Do Monikers Really Matter?

Steven Schnoll, managing director of Schnoll Media Consulting in New Providence, NJ, feels it is a tremendous challenge for a company with the word ‘print,’ ‘graphics,’ or ‘litho’ in its name to remain successful in today’s business climate.

“It is simply guilt by name association,” Schnoll observes. “If you call yourself a ‘printer’ you will be judged and evaluated as ‘printer.’ The reality: if you call yourself a printer, you are a printer, and will have great problems discussing other value-added services.”