David Moncur spoke with DBusiness Daily News about his company’s growth, its plans to open an office in Austin, Texas and the decision to rebrand its name.
David Moncur, founder and principal of Moncur, a branding and digital agency in Southfield, spoke with DBusiness Daily News about his company’s growth, its plans to open an office in Austin, Texas in late 2014, and the decision to rebrand its name.
DBusiness Daily News: What’s fueling your company’s progress?
David Moncur: There are a lot of things involved. One is that there’s been a shift away from traditional manufacturing toward professional services and high tech manufacturing. Those are areas that the marketing industry hasn’t been particularly focused on, but they have always been our specialty. So as the natural economy begins to align with what we’ve always been doing, all of a sudden, we’ve become very popular. Another thing is our focus on culture and (our efforts) to make Moncur a place where people want to work.
DBusiness Daily News: Why did you decide to drop the “Associates” in your company’s name?
David Moncur: We’re a branding company. (Laughs) And we’re going through a change and expansion and a refocusing of what it is we do, where we pare down to the things that we are experts in nationally and even globally. To punctuate that transition, we think the appropriate thing to do is to rebrand, so that all of our communications and visuals are aligned with that new vision. We think the visual brand that we’ve developed more directly reflects … the perception of us in the marketplace, and it’s really clear about what our expertise is.
Plus, it’s a beautiful highlight of our work. It seems that with every website or brand (we create), the last one is always the best. So being the most recent thing we’ve launched, (our new brand) is our best work. But it will surely be eclipsed by the next client project that we launch — because we’re always going to try to one-up things with every project we do.