Rebranding Your Identity -- Playing the Name Game

The bottom line, however, is that your company needs to produce results for its customers—no matter what name you go by.

"At the end of all this talk, if your name is Trash Litho, and your customers and prospects recognize your company as a problem solver that delivers on-time and provides database management, image management, Web design and hosting, information technology to make transactions easy and fast, kitting, dimensional packaging assembly, fulfillment, mailing, digital variable data printing, manage branded premiums, track response rates to its clients' marketing campaigns and, finally, provide the finest quality offset lithography (or flexography or gravure), bindery and finishing services, then I would stick with Trash Litho—or maybe change it to Classy Trash Litho," DeWese concludes.