Creating A Brand — Do Monikers Really Matter?

“When they start to add ‘marketing’ or ‘communications’ to their name, it puts them into a competitive situation with advertising/direct marketing agencies and communication companies,” Kielar warns. “On the other hand, if a printer is moving to entirely digital from offset and offering other related services (database, creative-art/copy, mailing, etc.) it should consider changing its name, tagline and/or brand identity. Maybe it’s an evolution.”