Microcosm of Change ­—Michelson

One way to counter outdated perceptions of “printing” may be for graphic arts establishments to no longer even use that word as part of their company names. Check out “Do Monikers Really Matter?” on page 42 to read how several firms have rebranded their names to better reflect their transitions into non-print offerings such as database and asset management, mailing, fulfillment and marketing support services that incorporate sophisticated electronic messaging. As consultant Steven Schnoll points out, rebranding your company helps to overcome the perception of it being an ‘old media’ technology provider to one that provides ‘new age’ information services.