Rebranding Your Identity -- Playing the Name Game

Companies such as Integraphx are on the right track, asserts sales and M&A guru Harris DeWese, chairman and CEO of Compass Capital Partners. Adding new capabilities and services is the key to success for today's printers.

"The name change is not nearly as important as the changes required in the firm's culture, knowledge, sales, technology, operations and management philosophy," DeWese advises. "The advantages of becoming an added value, multi-services printer are better margins and better customer retention."