Creating A Brand — Do Monikers Really Matter?

There are numerous examples of companies transitioning their identities to show they are more than just printers.

Recently, Miami’s Franklin/Trade Graphics announced that it has changed its name to Franklin Communications. Peter Dunne, president, stated that the new name better represented the expanded capabilities of the company. Over a period of several years, Franklin added fulfillment and mailing services, and entered the digital printing and variable data market with the addition of a Xerox iGen3 110.