As a long-time “player” in the graphics industry, and now a consultant to graphics companies and others, how would you describe the effectiveness of most companies to define themselves within the market areas they serve?
Most companies are so passionate about what they do that they have a hard time describing their brand essence and capabilities in a way that resonates with potential customers. For example, companies that identify themselves as “large-format” are missing an opportunity to define themselves to people outside the industry — and it may seem counterintuitive, but …