Building Blocks to Success
The sum of a trademark equals a whole lot more than just its legal implications. By today’s standards, it’s what makes someone or something unique. Think golden arches, the swoosh or the doughboy. The corresponding brands shouldn’t be too far behind.
In the case of commercial printing, such talk of “differentiation” has grown proportionately with each new-and-shiny improvement in technology. As in-house production becomes more a reality than ever before, print brokers have been looking for a way to diversify their offerings to maintain brand equity in a turbulent business environment.