Creating A Brand — Do Monikers Really Matter?

Kielar suggests a company can start by expanding the promise of the tagline. If non-printing services grow, the name can eventually evolve to reflect the transition.

“Keep in mind, (printers) need to know who their competitors are today and who they will be in the future,” Kielar stresses. “For us, printers are our partners. We bring them in to discuss projects at the concept stage and continue the dialogue throughout a project.”