Rebranding Your Identity -- Playing the Name Game

While the rebranding process is gaining popularity and serves a purpose, DeWese reminds printing executives that a name does not make a company—service does.

"Without a doubt, senior managers will brainstorm, hire consultants, commission agencies, use Ouija boards and wail at the moon to find new names that eliminate words like "printing," "offset lithography" and "press," DeWese remarks. "I lean toward the Ouija board."