Article

Dodging Darwin

How AlphaGraphics Staved Off Extinction to Thrive in a New Industry

Brad Plothow

August 1, 2012

Find the Right Balance
Once AlphaGraphics had broad buy-in from its franchise network, the biggest challenge was getting the re-branding effort right. There was plenty on the line. Changing too much would compromise the company’s valuable reputation and brand equity. Changing too little, however, might not send a strong enough signal that AlphaGraphics had evolved.

Research, focus groups and plenty of discussion ensued. The debate went “all over the place,” Coley says, but ultimately the company decided to pair the old AlphaGraphics name with a new logo and tagline that reflected the firm’s new position in the marketing industry.

So far, the results seem to indicate a successful leap into a whole new world of business. While competitors have struggled to adapt, AlphaGraphics is enjoying strong same-store sales, new store openings and climbing profits.

“It was a painful process, but we feel confident that we’re 100 percent headed in the right direction,” Coley says. “If we could go back, we’d do everything the same way.”

Page 12
Utah Business Social
UB Events View All
30 Women to Watch 2014!Utah Business Event
May 22, 2014
Thirty of Utah’s most dynamic women will be recognized at the 15th Annual 30 Women to Watch Awar...
Rocky Mountain Leadership ConferenceUtah Business Event
Jun 19, 2014
Utah Business and Hero Partners are thrilled to announce the Rocky Mountain Leadership Conference...
Community Events View All
Start Smart
Apr 24, 2014
An introductory single session workshop designed to help entrepreneurs get prepared to start a bu...
Utah Investment & Business Expo
Apr 25, 2014
Utah Investment & Business Expo is a premiere Investment & Business Symposium and Expo that featu...

info@utahbusiness.com  |  90 South 400 West, Ste 650 Salt Lake City, Utah 84101   |  (801) 568-0114

Advertise with Utah Business

Submit an Event

* indicates required information
* Event Name:
Price (general):
Website (if applicable):
Coordinator's Name:
Coordinator's Email:
Coordinator's Phone:
Venue Name:
Venue Address:
Venue City:
Venue Zip:
Event Capacity:
Date(s):
to
* Event Description:
  Cancel