Greg Hrinya, Associate Editor01.23.19
With purchasing decisions changing among multiple generations of consumers, HP has taken a deep dive into the value of digitally-printed labels and packaging. In a webinar held on January 23, 2019, Jose “Pepe” Gorbea, EMEA brand owner at HP, detailed HP’s research in the field of personalization and how brands can benefit in the future.
Gorbea, who boasts more than 20 years of experience with marketing, innovation, digital printing and sales, believes personalized printing can create stories to further connect with consumers. HP is taking the lead, attempting to transform its methodology from a tech-centric approach to a brand-centric approach.
“We’re looking into how HP can help create unique brand stories to touch customers individually,” said Gorbea. “What we really want to understand is the why and the how. What are the core human motivations and needs? And we’re beginning to innovate with personalization and customization. We want our technology to translate into growth for your brands.”
HP i
Gorbea, who boasts more than 20 years of experience with marketing, innovation, digital printing and sales, believes personalized printing can create stories to further connect with consumers. HP is taking the lead, attempting to transform its methodology from a tech-centric approach to a brand-centric approach.
“We’re looking into how HP can help create unique brand stories to touch customers individually,” said Gorbea. “What we really want to understand is the why and the how. What are the core human motivations and needs? And we’re beginning to innovate with personalization and customization. We want our technology to translate into growth for your brands.”
HP i
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