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
Health Care HeroesUtah Business Event
Oct 21, 2014
Please join us, along with our sponsors, MountainStar Healthcare, and Roseman University in honor...
Content Marketing BootcampUtah Business Event
Oct 28, 2014
Please join Utah Business Magazine and Adobe, along with our other sponsors: Boostability, Right ...
Sustainable Business Awards 2014Utah Business Event
Nov 13, 2014
Utah Business magazine along with presenting sponsor Big D Construction, is pleased to announce t...
Community Events View All
St. George Book Festival - Author Appearances
Oct 21, 2014
Free to the Public Locations: Washington County Schools, Bookstores, Libraries & St. George C...
InDesign Level 1
Oct 21, 2014
Come see why InDesign is gaining popularity in the desktop publishing world. In this 14-hour, int...

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