Business services provider Vistaprint N.V. (VPRT) changed its corporate name and ticker symbol to Cimpress N.V. (CMPR) effective as of yesterday. The strategic move is the latest of a series of steps to reposition its brand identity to leverage on the inherent growth potential for maximum shareholder benefit.  

Vistaprint has been shifting its value proposition away from deep discounts and free-offer direct marketing efforts to tap the large market opportunity beyond the traditional base of highly price-sensitive customers. The company is making investments in new markets and the business strategy is focused on higher quality products and delivery, increased customer service and more transparent pricing to promote long-term customer relationships.

The change in the corporate name is a conscious effort to distinguish the corporate entity and its technology and operational mass customization platform with the growing portfolio of customer-centric brands like Vistaprint, Drukwerkdeal, Albelli and Pixartprinting. The namesake and other brands will continue to be an integral part of the company with their respective brand identities and will continue to facilitate customized marketing solutions for clients.

Moving forward, Cimpress (as Vistaprint will now be known) will make substantial investments over the next five years to develop proprietary software and production technology for better operational capabilities for a shared mass customization platform. This platform will greatly advance its proprietary computer integrated manufacturing technologies to enable mass customization of personalized and unique physical products in small quantities at an affordable price.

Vistaprint currently has a Zacks Rank #2 (Buy). Other stocks in the industry that also look promising include Gartner Inc. (IT - Snapshot Report), Exponent Inc. (EXPO - Snapshot Report) and CBIZ, Inc. (CBZ - Snapshot Report), each carrying a Zacks Rank #2 (Buy).