Ease Your Pain And Suffering — Cagle
Certainly, anyone with any form of cancer has certainly been dealt a lousy hand. It’s just sickening to see opportunists seeking to leverage them for financial gain.
FAT CAT: The company formerly known as Ripon Community Printers has landed in the Guinness World Records annals via the Aviall product and catalog book. Aviall was recognized by the world records authority for producing the largest printed catalog (standard edition). The airplane parts company, courtesy of the pride of Ripon, WI, ran off a 2,656-page epic that weighed roughly 71⁄2 pounds. Not your traditional coffee table book, but a boon for Ripon. Keep your eyes peeled for the next edition of “Guinness World Book of Records”; there’s no guarantee it will be in there, but it’s not every day that a printer has the chance to gain a level of immortality.
Speaking of Ripon, the company has officially dropped the ‘Community’ portion of its name and will now be known exclusively as Ripon Printers. In the latest issue of the company’s newsletter, President Andy Lyke defends the use of ‘community,’ but laments that the term is too often negatively associated with “small town” and “unsophisticated.” It’s supposed to be associated with fellowship, and for some it connotes a special kinship.
Sadly, part of business is marketing, and Lyke has cause for the decision. The ‘community’ portion was slowly being phased out, anyway, having disappeared from the company logo and Website address.
Frankly, I think a company’s choice of name can be vastly overrated. Too many print providers have invested time, money and resources into sprucing up their names when they should have been focusing on their product and service offerings. But at least Ripon kept the “printer” description in its name and didn’t convert to Ripon Graphic Solutions.
Bottom line: All things being equal, and if (nee RCP) is judged for its quality of work alone, they could call the company Andy’s Photocopy and Fax Service. But perception is reality in business, and Lyke doesn’t want to be seen as provincial.