Creating A Brand — Do Monikers Really Matter?

“As any good business executive will tell you, innovation is a compelling argument for growth,” Schnoll continues. “If you are labeled for only one thing—print—you will have a real challenge overcoming that perceived moniker that is considered an ‘old media’ technology. I am not suggesting that offset litho or flexo is dead; I am only making the case that new communication alternatives supported by print are more of a success formula than just trying to sell print alone.”