Services Equal Opportunity

Rebrand for recognition

Menasha is not just a corrugated packaging company. It has nine business units that include displays, folding cartons, preprint, and commercial printing, as well as its Retail Integration Institute. Through various acquisitions over time, the company was able to offer a variety of services, but lacking an integrated image for the company that incorporated all its facilities, it was considered primarily as a corrugated company. "We really had to step back and say, 'We changed so much during the last 10 years, but we're not really telling the story of who we are as a company,' " says Waite.