Rebranding Your Identity -- Playing the Name Game

Also, it wanted to define an entirely new business segment, Corporate Print Collateral Consulting, while retaining its core identity as a printer—all while not stepping on the toes of its existing client base that includes advertising agencies, branding consultants and graphic design shops.

"For nearly six decades we have delivered first-rate service to every customer, on every job," enthuses co-owner Joe Fontana. "Yet our two names didn't convey the one strong company that we are."