Printing's Alive

Welcome to Printing's Alive—the podcast that explores everything print and beyond! From traditional techniques to modern innovations, we dive into how print shapes industries, businesses, and our everyday lives

Paul Gardner on Rebranding, Embellishment Trends, and Navigating Print Industry Challenges

S1 E81 • Aug 4, 2026 • 63 mins

In this episode of Printing's Alive, Warren Werbitt and Paul Gardner explore Nuance.Ink's rebranding journey from AlphaGraphics. They discuss the early days of Dscoop, Rastar’s acquisition by Transcontinental, and Xerox’s current challenges. The conversation touches on outsourcing, selling digital embellishments, and transitioning from offset to digital print sales. They also navigate OEM and dealer relationships, print equipment deals, and service contract evolution. Emphasizing print's vital role in everyday life, they highlight the importance of addressing customer pain points and attracting young talent to the industry.

Key Points

Nuance Inc. has rebranded from AlphaGraphics to reflect a new mission focused on the dynamic possibilities of print.
The print industry remains robust, with customers continually seeking innovative print solutions to address their unique needs.
Effective negotiation and understanding the full capabilities of print equipment, including embellishments, are crucial for maximizing investment and avoiding unnecessary costs.

Speakers

Warren Werbitt

Host • 58%

Paul Gardner

Guest • 42%

Chapters

0:00	Introduction and Nuance Inc. rebranding from AlphaGraphics
1:22	New branding, mission, and reasons for leaving AlphaGraphics
4:39	Preparing for rebranding and second-generation ownership
6:08	Early days of Dscoop and Rastar’s acquisition by Transcontinental
10:07	Xerox’s current state and industry challenges
14:33	Customer demand and solving pain points
17:48	Creating conversations with customers
20:50	Selling embellishments and Nuance Inc.’s future plans
24:08	Importance of outsourcing in print
26:39	Challenges of selling digital embellishments
30:12	Leading companies in the embellishment market
35:26	Transitioning from offset to digital print sales
38:11	Reading and understanding print equipment contracts
41:12	Negotiating with OEMs and timing purchases
42:09	Large format printing equipment and applications
45:18	Evolution of service contracts in the print industry
46:51	Experiences with HP Indigo and service contracts
48:02	Relationship with HP and dealer ecosystem
50:03	Navigating OEM and dealer relationships
53:06	Negotiating the best deals for print equipment
55:04	Strategies for selling embellishment machines
59:25	Importance of print in everyday life
1:01:10	Attracting and mentoring young talent in print
1:02:33	Closing remarks and industry insights

Transcript

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