With every new technology or marketing tactic that comes to market, it is quite common to hear that the “older” technology or tactic is now “dead.” But, that isn’t really the case. Rather, it’s a case of “shiny object” syndrome. Imagine if all of your competitors were handing out brochures and, all of a sudden, they went to downloadable or emailable PDF versions. Now, if you’re a premium brand and walk-in with a nicely printed brochure, that print design piece has become your differentiator. It has translated into that subconscious evaluation of your brand being higher or better than your competition simply due to the investment of that well-designed piece. This in turn enables you to justify your higher price point, positions you as a quality-driven not commodity-based offering, and allows you to create more space between your brand and your competition in your customer’s mind.