The Online Magazine For The Sign Trade
e-NewsLetter Volume 8 Issue 12
Friday, June 15, 2007

In this issue:


It's All in the Name

    "A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."
      --- Jeff Bezos

When Coca-Cola put their name on the then new Coke Classic back in the 80s, their reputation was on the line. The Classic was a flop and Coke spent years trying to regain their reputation of reliable quality. Customers for years trusted that Coke would always be Coke and taste like… well, Coke.

The same is true for any company that toys with their products and services. Change is good and seeking new, innovative ways to serve customers is required to survive, but they had better be calculated steps in order to preserve the brand of a company.

    "The music industry is a strange combination of having real and intangible assets: pop bands are brand names in themselves, and at a given stage in their careers their name alone can practically guarantee hit records."
      --- Richard Branson

How is your business doing with branding itself? Have you taken steps to ensure that your name and/or the company name are serving you well as a brand? The customers, who see you, see your business. Are they seeing the brand that you want to portray?

Take steps this week to check the pulse on your branding endeavors and find out what changes need to be made to beef up how others see your brand.

    "Google actually relies on our users to help with our marketing. We have a very high percentage of our users who often tell others about our search engine."
      --- Sergey Brin

Word-of-mouth is what catapulted some of the great successes of today including companies like Tupperware, TiVo, Nordstrom, and Enterprise Rent-A-Car. Your customers can do the same for you. If your name is synonymous with quality, reliability, good pricing, and great customer service, you too will be able to cut your advertising costs and depend more on people talking about you.

    "Your premium brand had better be delivering something special, or it's not going to get the business."
      --- Warren Buffett

Of course, people will indeed talk if your products, services, and customer service stinks. They will talk plenty! You want them talking, but about how professional you were when you installed that sign, or how honest you were when you noticed that you charged too much, etc.

These days, honesty, reliability, and keeping your word, among others, are seen as something special. You can stand out above others simply by treating people the way our grandparents probably treated people- with respect!

    "Our success is a direct result of knowing how to market a brand and having the right people representing the brand."
      --- Greg Norman

Keeping your name or company name in a positive light means that you must educate your team members on what that name means. The DeWalt name for tools has meant quality and reliability. RedWing shoes, Volvo automobiles, and Omaha Steaks all speak of quality. What does your name say?

Make every effort, in every portion of your business to have your company name mean quality. Make your brand speak for itself so that others can speak for you.

    "I've never lived in a building without my name on it."
      --- Ivanka Trump

Advertiser - SGIA '07
SGIA '07
The Specialty Printing & Imaging Technology Expo
Orange County Convention Center, Orlando Florida - October 24-27

Graphics and garments, fleet graphics and vehicle wraps, imaged fabrics and signs and soft signage. Technologies, connections and know-how. SGIA ’07 has everything a specialty imager could dream of.

You can’t miss the leading specialty imaging expo in the Americas, the one place you can see it all. SGIA ’07 is the event that takes you up-close and personal with the specialty imaging community in all its high-tech glory.

Find what you need to edge out the competition. SGIA ’07 is all about trendelicious applications, sunsational technologies and stupendous solutions. Hook up with your community at SGIA ’07, and take home a bag full of ideas for better business.

    Register before August 15 for a free Expo Pass! Register Now

Feature Articles

Complex Wraps Demand Advanced Techniques, Part II
By Jennifer LeClaire

Are you handling your film right? Is your graphics guy designing with wraps in mind? Are you removing vinyl from contours the right way? Lots of questions. We’ve got answers.
Read the article...

G2 Electronic Signage: Lasers, Fiber Optics and LCDs Form New Second Generation Sign Technologies
By Louis M Brill

Two new sign technologies highlighted are a laser rear-projection display system and a modified LCD screen system that can be tiled together to make large format LCD screens 'as big as you want them.' See what you can do now.
Read the article...

Looking for an article or trying to find an old one? Check out the article archive:
     View the archive now

Advertiser - Stock Channel Letters and Inexpensive LEDs Special
Stock Channel Letters and Inexpensive LEDs Special
Stock Channel Letters: Arial & Times New Roman with many color combinations available.

Our Stock Letters are made with the same high-quality materials as our Custom Letters: Aluminum construction with 3/16 acrylic faces, Jewelite trimcap, and Superbrite LEDs

World’s Best LEDs! Pricing for Red, Green, Blue and Yellow LEDs starting at $153 per box of 100 LEDs. Pricing for White LEDs starting at $163 per box of 100 LEDs.

Funny Signs

In a Hooters Restaurant in Chesapeake, VA (from Autumn of Action Graphics and Signs):

    "This sign is in French when you're not looking"

Seen in a Red Bones Restaurant in Chesapeake, VA (from Autumn of Action Graphics and Signs):

    "Tippin is not a city in China"

Found in a Skeeters Restaurant in Gainesville, FL:

    "Helen Waite is now in charge of all rush orders. If you are in a hurry, just go to Helen Waite"

Have you seen any funny signs lately? Why not share them with the world? Send your comments, suggestions, and hysterical observations to:

Product Showcases

Presto Pop-Up Frames by Testrite!
A virtual high impact portable billboard. Great for displaying wide format digital output. Best quality Pop Up frames available anywhere. Made in the U.S.A. Super sharp price points.
Read on...

New DURA-MESH Banners are Hot Sellers
Dura-Mesh banners have tiny holes that allow 30% wind pass-thru. These banners are great for any high wind application including chain- Link fences, stadium bleacher backs and building wraps. All Dura- Mesh Banners are digitally printed and have reinforced hems to prevent grommet tear. Potential customers include universities, high schools, speedways, real estate developers, construction companies, baseball organizations etc.
Read on...

Kick off your Summer with Great Discounts on Sign Supplies & Sign Equipment!
Click above for these and other featured products from JSI Sign Systems
Read on...

Get a Website That Helps You Sell Online
Printers Website is a turnkey Internet storefront for the imaging business. With Printers Website, your site will provide price quotes, accept payment, and receive the files clients want printed. The Price Quote system is flexible enough to handle printing on different materials, grommeting, hemming and more. Contact us for a free demonstration.
Read on...

HARTCO: Quality, Service & Value the three things you can count on from us in our SandMask Stencil
Whether you blast glass, HDU, wood, stone, brick or tile, we produce a SandMask stencil for you. Why fight with powder everywhere; unstable material and cut lines that are hard to see. Don't settle for rubber stencil; move up to the best, choose Sandmask.
Read on...

Advertise a product showcase for an entire year for just $1000. Get with the program and see what you've been missing!
Call or email for more details: 888-350-3357 ext. 201 or

Sign Industry News

Sign Marketplace Press Releases
See what's new and what's happening in our industry all in one place.
Go Now --->

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The Advertisers That Make Possible

Visit our friends and advertisiers that support this publication:

  Advance Corp, Braille-Tac™ Div.:
  Alcan Composites:
  Blackthorne Tools- Rivet Sealer 3000: Mesh Banners:
  CASSTEK- CNC Routers & Lasers:
  DMS- LED Displays:
  Graphtec America:
  Info-Lite LED:
  International Sign Association (ISA):
  Oracal USA:
  Roland DGA:
  Saw Trax Mfg, Inc.:
  Sawgrass Technologies:
  Sheffield Plastics Inc:
  Southwestern Signs:
  United States Sign Council (USSC):
  Woodland-Sign Letters/Metal Letters:

We want your feedback! Let us know what we can do to serve you better. Send us your comments to us at: or give us a call at 407-656-5892

- Wishing you much success,

  Sean Scott
  Managing Editor

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
or call 888-350-3357 xt 201 to learn more about this and other great advertising opportunities within

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