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