Creating A Brand — Do Monikers Really Matter?

According to Schnoll, any printer that would like to survive into the next decade will have to rebrand as a ‘marketing services,’ ‘content provider’ or ‘media’ business. He would suggest dropping any reference to print in the business name, but keep some identifier of the former moniker.

“Two companies that have successfully done that are Knapp Printing, now called K/P Corp., and Great Lakes Litho, now renamed as Great Lakes Integrated,” Schnoll points out. “They both do a great deal of conventional printing, as well as several other value-added services that generally support their offset business. Both these companies continue to grow and prosper as New Age information businesses.”