In an environment where your clients’ wants, needs, standards, and strategic priorities are constantly evolving, how do you keep your corporate brand relevant and sustain its appeal? Your brand is the public face of your business. As market conditions change, your brand and market position must keep pace. Your peers are exploring how to effectively reposition their businesses, products, and services in the eyes of customers and prospective buyers. Although some companies only start looking at their brand image when things are not going well, successful firms stay out in front of the market. Savvy firms are considering market dynamics and using them as key catalysts for change.

As industry players expand their offerings and migrate into the realm of marketing services, they may find that their brands no longer represent what they offer. With an eye toward its ever-changing product dossier, Royal Impressions changed its name to RI Communications group in 2007. The company also developed a new tagline—“Creating More Relevant Interactions.” According to RI Communications Group President Christopher DeSantis, the company’s offerings had evolved over its 18-year history. The firm started out offering offset printing services, but shifted into developing complex data-driven marketing campaigns that were delivered across digital printing, e-mail, Web, and mobile channels.

In addition to changing its name, RI Communications Group added new services to support a platform that delivered data-driven communications seamlessly across multiple media channels. Data analytics were added to identify unique buyer segments within customer databases so that content and offers could be more finely targeted. The company also began offering strategic and creative campaign development services to build integrated cross-media marketing campaigns using the insights derived from its data analytics capabilities.