Sarah Lynch, ADS president-elect and co-owner of Keene, NH-based Jim Kasper Associates LLC, has announced that ADS is rolling out a new logo and embarking on a national marketing plan based on extensive research conducted recently. According to Lynch, her company—along with the other 23 affiliated dental practice brokerage and consulting firms that compose ADS—retained the services of CAP, a Sarasota, Fla, advertising, branding, design, and public relations firm, to redefine its brand. 

CAP discovered the most important aspects of ADS services to its clients and prospective clients. “One important discovery we made was, despite having been around for more than 10 years, the American Dental Sales name struggled with marketplace recognition,” said Sam Stern, CAP CEO and partner.

Collaborating with American Dental Sales, CAP developed the new ADS name. “They also created a new logo, fashioned a positioning statement, produced an ad campaign, and changed all our collateral materials to support the findings,” Lynch said.   

“CAP determined ADS’ years of successful and seamless transitions give our clients peace of mind, and that is our best asset,” Lynch said. “Our new positioning statement is ‘Practice Transitions Made Perfect’ and we think it perfectly captures our essence in how our clients view us.” 

The ad campaign will appear in national, regional, and local publications. For more information, visit