• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Top Companies
    • Printing Inks
    • Raw Materials
    • Equipment
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Top Companies
  • Printing Inks
  • Raw Materials
  • Equipment
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    The Inkjet Ink Market in 2023

    The Pigment Market Continues to Grow in 2023

    TSCA and the Ink Industry

    Mike Oberski Receives NAPIM’s TAM Service Award

    Sustainability and Raw Materials
    Breaking News
    Distributor News
    Financial News
    Industry News
    Ink Manufacturers News
    Market Research
    Mergers and Acquisitions
    New Products
    Personnel
    Price Increases
    Printers News
    Suppliers News
    Live From Shows
    Video Bites
    Top News
    Siegwerk, Wildplastic, TU-Hamburg Partner on Deinking

    hubergroup Chemicals Debuts at the European Coatings Show

    Monthly Recap: Sustainability in Pigments and Raw Materials, Inkjet Inks Top This Month’s Stories

    Powering Short-Run Book Printing with Xeikon

    Flexible Packaging Market to Reach $315.5B by 2027 Globally: MarketsandMarkets
    Whitepapers
    Glossary
    Top North American Companies
    Top International Companies
    Conductive Inks and Printed Electronics
    Graphic Arts Coatings
    Inkjet Inks and Toners
    Marking and Pad Printing Inks
    News Inks
    Packaging Flexo Inks
    Packaging Gravure Inks
    Publication Gravure Inks
    Publication Offset Inks
    Screen Inks
    Sheetfed Inks
    Specialty Inks
    UV and EB Inks

    Powering Short-Run Book Printing with Xeikon

    Mexar Limited Awarded OEKO-TEX ECO PASSPORT Certification

    Fujifilm Expands Its RxD Inkjet Pigment Dispersions Color Range

    Ball Reports 2022 Results

    Roland DGA Announces Key Changes to Leadership Team
    Additives
    Energy-Curable Materials
    Flushed Colors and Pigments
    Metallics and Special Effects Pigments
    Resins
    Vehicles and Varnishes
    Waxes

    hubergroup Chemicals Debuts at the European Coatings Show

    Fujifilm Expands Its RxD Inkjet Pigment Dispersions Color Range

    Arkema Partners with Research Institute to Open Lab in France

    White Inorganic Pigments Market Worth $29.5 Billion by 2026: MarketsandMarkets

    Full Program for BIG IDEAS for UV+EB Technology 2023 Announced
    Energy-Curing Equipment
    Mills and Mixers
    Testing, Color and QC

    ROSS Develops Heavy-Duty Three Roll Mills for High Viscosity Dispersions

    Full Program for BIG IDEAS for UV+EB Technology 2023 Announced

    The 2023 Ink Equipment Report

    RadTech Announces New President, President-Elect and Board Members

    ROSS Highlights FDA-3500 Dual Shaft Mixer
    Buyers Guide
    Distributor Guide
    European Ink Directory
    U.S. Ink Directory
    International Buyers Guide Companies
    Pan Technology, Inc.

    ROSS Mixers

    Heubach Group | Heubach Colorants USA, LLC

    Hockmeyer Equipment Corp.

    Micro Powders, Inc.
    Industry Events
    Live from Show Event
    Webinars
    Top Events
    Eastern Coatings Show 2023
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Directory
      • Buyers Guide
      • Distributor Guide
      • European Ink Directory
      • U.S. Ink Directory
      • Trade Associations
    • Printing Inks
      • Conductive Inks and Printed Electronics
      • Graphic Arts Coatings
      • Inkjet Inks and Toners
      • Marking and Pad Printing Inks
      • News Inks
      • Packaging Flexo Inks
      • Packaging Gravure Inks
      • Publication Gravure Inks
      • Publication Offset Inks
      • Screen Inks
      • Sheetfed Inks
      • Specialty Inks
      • UV and EB Inks
    • Raw Materials
      • Additives
      • Energy-Curable Materials
      • Flushed Colors and Pigments
      • Metallics and Special Effects Pigments
      • Resins
      • Vehicles and Varnishes
      • Waxes
    • Equipment
      • Energy-Curing Equipment
      • Mills and Mixers
      • Testing, Color and QC
    • Top Companies
      • Top North American Companies
      • Top International Companies
    • Glossary
    • Online Exclusives
    • Slideshows
    • Expert's Opinion
    • Videos
    • Podcasts
    • eBook
    • Blog
    • Infographics
    • Whitepapers
    • Jobs
    • Supplier Microsites
      • Companies
      • Literature / Brochures
      • Whitepapers
      • Product Spec Sheets
      • Videos
      • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    Digital Presses: Helping Small Brands Think Big

    HP's Dave Prezzano discusses digital press trends driving small businesses’ product runs and personalization for consumers.

    Digital Presses: Helping Small Brands Think Big
    Related Content
    • GLS Adds HP PageWide 240 HD Press
    • HP's Award-Winning True Water-Based Inks Created With Corrugated, Display Markets In Mind
    • The 2019 NPIRI Summer Course Brings Insights to Attendees
    • Nosco Inc. Adds HP Indigo 20000 to Deliver Flexible Packaging Solutions
    • Xeikon Recognized as Flexo Label Advantage Group Vendor Partner of the Year
    Dave Prezzano, VP and GM, Americas Graphics Solutions, HP Inc.08.29.19
    When the NFL season kicked off last year, Bud Light aired a humorous television commercial poking fun at a mysterious beverage called an “autumnal mead.”

    The ad featured a king strolling into a pub and declaring, “Bud Lights for everyone!” When one patron said he would prefer a malty and full-bodied mead, the annoyed king sent him to the stockade.

    The ad closed with the tagline, “Bud Light: For the Many, Not the Few.” The not-so-subtle implication of this well-crafted ad? That premium, small-batch beers are elitist and out-of-touch with everyday American consumers.

    What advertising like this suggests is that large brands such as Anheuser-Busch are wisely noting that the rise of small, oftentimes local, insurgent brands — like those in the craft beverage industry — has become a force to be reckoned with. But how?

    We’ve entered a “Renaissance Period” wherein small brands as well as agile established companies are transforming the consumer ecosystem by appealing to customers in bespoke ways.

    One of the most important technologies enabling this trend is the digital printing press.

    Consumers today have an increased desire to connect with brands in more personalized, experience-led and interesting ways. Whereas this sort of customization was once a difficult chore for brands of any size, digital technology and nimble print service providers (PSPs) have leveled the playing field, allowing anyone to compete for consumer loyalty.

    Much as the birth of the original printing press helped shape the European Renaissance of the 14th century, modern graphics solutions are influencing the Renaissance of the 21st century, enabling dramatically faster time-to-market, more customization and versioning in packaging and higher-quality print jobs.

    Small Brands Race to Market
    Not long ago, average product lifecycles — the span from an item’s introduction through its growth, maturity and decline — could last quite a while depending on the industry. It remained that way for years. Then, smaller, digital-first companies entered and upended this. They’ve been able to implement user feedback much more quickly and adapt their offerings accordingly. Big brands must forecast and plan for much shorter product life expectancies as a result of this shift.

    From a print standpoint, this means tapping the ability of digital presses to churn out large or small runs of packages or labels quickly and affordably. Some large brands are doing this effectively, but interestingly, so are many up-and-coming small brands that are working with digitally-enabled print service providers.

    One of the best examples of this in recent history is — as Bud Light noted — craft beer. For example, Leuven Brewery caught people’s attention when it worked with PSP Indemental Graficos in Brazil to produce a 17,000-label run for its Dragon Beer. The labels were printed on holographic polyester film with a multicolored reflection with gloss lamination. The initial limited run was coupled with an augmented reality app that brought the dragons to life on mobile phone screens.
    For smaller breweries, the competition demands that their branding stand out. Amid the rapid growth of this sector, many breweries have tapped into their packaging partners to find ways to be cost-effective and unique as they iterate.

    Getting Personal
    In a recent Infosys survey (one of many on the subject), 86% of consumers said personalization has some bearing on what they purchase and a quarter of them agreed personalization “significantly influences” their buying decisions.

    Personalization can occur in many ways, including marketers automatically tracking your browsing habits and presenting related ads as you view other online sites, or a retailer leveraging their loyalty programs by sending someone a direct mail communication after noticing their recent purchase history and offering a special purchase price on a related product.

    One of the most common ways brands personalize customer interactions now is through packaging.

    When Care/of launched, it did so not just with custom vitamin selections but also with personalized packaging — each daily satchel of supplements features a friendly message with the customer’s name. Before launching in 2016, the company amassed $3 million in funding. The following year, that funding ballooned to $14 million, according to Inc. By taking a hyper-custom approach across every touchpoint of their business — including packaging — the small startup helped disrupt the well-established vitamin industry.

    Quality Print Jobs
    Another advantage smaller brands have today is the ability to access a much wider array of quality materials — something once reserved for mature companies with larger budgets. Today’s digitally-enabled print service providers can leverage digital presses and finishing equipment to combine plastics, foils, adhesives, rubber, liners and amazing colors to create seemingly new products by freshening-up their packages or labels.

    For instance, Anstadt Communications, an integrated marketing and graphics communications company in York, PA, helped Ellicott & Co., a high-end boutique, appeal to savvy, young consumers. Using digital presses, it printed 16 different multisensory classic cocktail recipe cards made from silver foil and polymer. The gift items were produced on an 80-pound Verso Blazer Digital Satin Cover and embellished with digital technology. They proved so successful the business continued making the cards beyond a limited first run.

    As we navigate this new Renaissance Period, it is important to recognize the opportunity modern graphics solutions, supported by digital presses, offer for competitive differentiation. By working with a skilled PSP, even the smallest brand can look like a major player to experience-hungry consumers.
    Related Searches
    • led
    • printing
    • digital
    • verso
    Related Knowledge Center
    • Inkjet Inks and Toners
    Suggested For You
    GLS Adds HP PageWide 240 HD Press GLS Adds HP PageWide 240 HD Press
    HP HP's Award-Winning True Water-Based Inks Created With Corrugated, Display Markets In Mind
    The 2019 NPIRI Summer Course Brings Insights to Attendees The 2019 NPIRI Summer Course Brings Insights to Attendees
    Nosco Inc. Adds HP Indigo 20000 to Deliver Flexible Packaging Solutions Nosco Inc. Adds HP Indigo 20000 to Deliver Flexible Packaging Solutions
    Xeikon Recognized as Flexo Label Advantage Group Vendor Partner of the Year Xeikon Recognized as Flexo Label Advantage Group Vendor Partner of the Year
    ICO of Italy Chooses HP C500 Digital Corrugated Press ICO of Italy Chooses HP C500 Digital Corrugated Press
    Agfa Launches SPIR@L Agfa Launches SPIR@L
    Japanese Web-to-Pack Printer Chooses Heidelberg Primefire 106 Japanese Web-to-Pack Printer Chooses Heidelberg Primefire 106
    Total Printing Systems is First Book Manufacturer to Install Canon Total Printing Systems is First Book Manufacturer to Install Canon's Océ ProStream 1000
    2019 NPIRI Summer Course Set for July 14-19 2019 NPIRI Summer Course Set for July 14-19
    Dutch Printer Gains Success in Packaging with Heidelberg Dutch Printer Gains Success in Packaging with Heidelberg
    Flint Group Showcasing Products at FTA INFO*FLEX 2019 Flint Group Showcasing Products at FTA INFO*FLEX 2019
    Edward Enterprises Adds 3 Heidelberg Versafire Digital Printing Systems Edward Enterprises Adds 3 Heidelberg Versafire Digital Printing Systems
    Hinojosa Adds EFI Nozomi Single-Pass Corrugated Presses Hinojosa Adds EFI Nozomi Single-Pass Corrugated Presses
    Corrugated Inkjet Ink Market is Thriving Corrugated Inkjet Ink Market is Thriving

    Related Breaking News

    • Breaking News | Ink Manufacturers News | Inkjet Inks and Toners | Printers News
      GLS Adds HP PageWide 240 HD Press

      GLS Adds HP PageWide 240 HD Press

      The press joins the HP digital fleet of three HP Indigo 12000 digital presses and two HP Indigo 7800 presses.
      08.15.19

    • Breaking News | Ink Manufacturers News | Inkjet Inks and Toners | Printers News
      HP

      HP's Award-Winning True Water-Based Inks Created With Corrugated, Display Markets In Mind

      One of 10 technologies selected to receive a 2019 InterTech Technology Award from the Printing Industries of America.
      Anthony Locicero, Associate Editor 08.05.19

    • Additives | Breaking News | Conductive Inks and Printed Electronics | Energy-Curable Materials | Energy-Curing Equipment | Flushed Colors and Pigments | Graphic Arts Coatings | Industry News | Ink Manufacturers News | Inkjet Inks and Toners | Metallics and Special Effects Pigments | Mills and Mixers | Printers News | Resins | Sheetfed Inks | Suppliers News | Testing, Color and QC | UV and EB Inks | Waxes
      The 2019 NPIRI Summer Course Brings Insights to Attendees

      The 2019 NPIRI Summer Course Brings Insights to Attendees

      Paste and liquid ink modules held at Clemson’s Sonoco Institute provide attendees with classroom learning and hands-on experience.
      David Savastano, Editor 07.24.19


    • Breaking News | Ink Manufacturers News | Inkjet Inks and Toners | Printers News
      Nosco Inc. Adds HP Indigo 20000 to Deliver Flexible Packaging Solutions

      Nosco Inc. Adds HP Indigo 20000 to Deliver Flexible Packaging Solutions

      Smithers Pira forecasts the flexible packaging market reaching $269 billion in 2024.
      07.11.19

    • Breaking News | Ink Manufacturers News | Inkjet Inks and Toners | Printers News
      Xeikon Recognized as Flexo Label Advantage Group Vendor Partner of the Year

      Xeikon Recognized as Flexo Label Advantage Group Vendor Partner of the Year

      For excellence in serving label and packaging converters with digital print production solutions.
      07.10.19

    Loading, Please Wait..
    Trending
    • The Key Ingredients To Ink
    • Alexander's Adds Two New HP Indigo 100K Digital Presses To Fleet
    • Fujifilm Expands Its RxD Inkjet Pigment Dispersions Color Range
    • Flint Group Launches Sustainable UV LED Dual Cure Ink
    • 3D Printing Materials Market Worth $7.9 Billion By 2027: MarketsandMarkets
    Breaking News
    • Siegwerk, Wildplastic, TU-Hamburg Partner on Deinking
    • Brilliant Group and Terra Firm Launch Partnership
    • hubergroup Chemicals Debuts at the European Coatings Show
    • Monthly Recap: Sustainability in Pigments and Raw Materials, Inkjet Inks Top This Month’s Stories
    • Powering Short-Run Book Printing with Xeikon
    View Breaking News >
    CURRENT ISSUE

    January 2023

    • The Pigment Market Continues to Grow in 2023
    • The Inkjet Ink Market in 2023
    • Sustainability and Raw Materials
    • TSCA and the Ink Industry
    • The 2023 Equipment Report
    • Mike Oberski Receives NAPIM’s TAM Service Award
    • Developments and Clarifications in EU Food Contact Regulations
    • Specialty Inks are Nocopi Technologies’ Forte
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    ADM Expands Production to Meet Demand for Probiotics
    Wiley’s Finest Debuts Peak DHA Featuring 600 mg of DHA and 300 mg of EPA
    FDA to Allow Qualified CVD Risk Reduction Claim for Cocoa Flavanols in High Flavanol Cocoa Powder
    Coatings World

    Latest Breaking News From Coatings World

    Personnel Changes at BASF
    Dr. Kurt Wood to Deliver Mattiello Memorial Lecture at ACA’s 2023 CoatingsTech Conference
    hubergroup Chemicals to Debut at the European Coatings Show
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Konica Minolta Introduces Mobile X-Ray Systems to Latin America
    NIH MedTech Program Aims to Develop Neurological Treatment Tech
    Formula Plastics Appoints Bill Gerard as President
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Qosina Corp. Names Lee Pochter as Executive Vice President
    Bristol Myers Squibb 4Q Results
    Actinium, NCI Partner to Develop Actimab-A in AML
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Tree Hut Introduces Body Wash Line
    Zara Introduces Mini Artists—Beauty Products for Kids
    L’Oréal USA Taps Stephanie Kramer as Chief Human Resources Officer
    Happi

    Latest Breaking News From Happi

    Arm & Hammer Taps Dave & Jenny Marrs, TikTokers for Budget-Centered 'Give It The Hammer' Campaign
    Meaningful Beauty Age-Proof Hair Care System Now Available on Amazon
    Zotos Expands Biotera Distribution to Target with Ultra Collection
    Ink World

    Latest Breaking News From Ink World

    Siegwerk, Wildplastic, TU-Hamburg Partner on Deinking
    Brilliant Group and Terra Firm Launch Partnership
    hubergroup Chemicals Debuts at the European Coatings Show
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Siegwerk partnership aims to improve plastic waste recyclability
    CELAB-Europe launches new web hub for liner recyclers
    Fujifilm expands RxD inkjet pigment dispersions color range
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Toray to Expand PPS Production in Korea
    Masque Bar Launches Compostable Sheet Masks
    Mark Snider Joins INDA as Chief Market and Industry Analyst
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Jury Convicts Chiropractor, Orthopedic Surgeon in $31M Fraud Scheme
    Steady Growth Forecast for Global Orthobiologics Market
    ODT's Most-Read Stories This Week—Feb. 4
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    OE-A at LOPEC – Printed Electronics Up Close
    Monthly Recap: LG OLED, Avery Dennison and JOLED Top This Month’s Stories
    ASSA ABLOY Reports Q4 2022 Results

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login