Unpacking the Brand Transistor (https://transistor.fm) https://feeds.transistor.fm/unpacking-the-brand Discover What’s Inside the World of Business, Branding, and Innovation Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) as they dive deep into the strategies, stories, and innovations that drive brand success. Unpacking the Brand explores the intersection of marketing, sales, and customer experience, featuring insights from industry leaders, creative thinkers, and business visionaries. While rooted in the print and packaging industry, this podcast broadens the conversation to include branding breakthroughs, sustainability, technology, and the challenges shaping today’s business landscape. Whether you’re a CEO, entrepreneur, or marketing professional, each episode delivers insider insights, expert interviews, and actionable takeaways to help you stay ahead in an ever-evolving market. New episodes drop monthly, with special editions covering major industry trends and events. 🎧 Subscribe now and start unpacking the stories behind the world’s most compelling brands! 2025 The Riot Frequency Podcast Network 08ce5b75-b26f-5fae-b517-72619898e306 yes Joshua Long Kenneth Theriot Randy Kessler Unpacking the Brand – Teaser Trailer en Wed, 22 Apr 2026 13:15:52 -0700 Wed, 22 Apr 2026 13:16:33 -0700 https://img.transistorcdn.com/o_hWtoHtwsetkxgVCXV53iof5S57HstOv_MPdMf9z8k/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS81YWUx/MWFmZDRjNzNkZWUz/ZWQzMmUwMzk5YzBl/YTk2My5wbmc.jpg Unpacking the Brand episodic Randy Kessler and Kenneth Theriot Discover What’s Inside the World of Business, Branding, and Innovation Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) as they dive deep into the strategies, stories, and innovations that drive brand success. Unpacking the Brand explores the intersection of marketing, sales, and customer experience, featuring insights from industry leaders, creative thinkers, and business visionaries. While rooted in the print and packaging industry, this podcast broadens the conversation to include branding breakthroughs, sustainability, technology, and the challenges shaping today’s business landscape. Whether you’re a CEO, entrepreneur, or marketing professional, each episode delivers insider insights, expert interviews, and actionable takeaways to help you stay ahead in an ever-evolving market. New episodes drop monthly, with special editions covering major industry trends and events. 🎧 Subscribe now and start unpacking the stories behind the world’s most compelling brands! Discover What’s Inside the World of Business, Branding, and Innovation Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) as they dive deep into the strategies, stories, and innovations that drive brand success. manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing 2025 The Riot Frequency Podcast Network podcasts@theriot.agency No No Trade Shows Are Evolving (How to Fix Your Booth Strategy) with Rich Rodrigues 10 10 Trade Shows Are Evolving (How to Fix Your Booth Strategy) with Rich Rodrigues full d7715127-6241-420f-8412-e6718ce595b3 https://share.transistor.fm/s/1f61f75e Trade shows are evolving and most brands are still doing them wrong.

In Episode 10 of Unpacking the Brand, Rich Rodrigues, Director of Growth and Strategy at Pinnacle, breaks down how to turn trade show booths into immersive brand experiences that actually drive ROI.

From booth design and staffing to sales alignment and long-term strategy, this episode challenges everything you think you know about events.

If you’re investing in trade shows, this is a must-watch.

Chapters:
00:00 – Intro  
02:31 – Meet Rich Rodrigues
04:24 – How Trade Shows Have Changed  
07:57 – What Makes a Great Booth  
12:44 – How to Engage & Qualify Attendees  
20:20 – Planning Your Trade Show Strategy  
21:42 – What “Immersive” Really Means  
27:43 – Low Budget Booth Ideas  
30:01 – Sales vs Marketing Problems  
40:24 – Measuring Trade Show ROI  
46:37 – Creating Memorable Experiences  
52:26 – What Good ROI Looks Like  
57:12 – The Future of Trade Shows  
01:01:23 – Lightning Round  
01:11:15 – Outro  

trade show marketing strategy, experiential marketing podcast, B2B brand strategy, event marketing insights, booth design and engagement, marketing leadership podcast, sales and marketing alignment, business podcast 2026

]]> Trade shows are evolving and most brands are still doing them wrong.

In Episode 10 of Unpacking the Brand, Rich Rodrigues, Director of Growth and Strategy at Pinnacle, breaks down how to turn trade show booths into immersive brand experiences that actually drive ROI.

From booth design and staffing to sales alignment and long-term strategy, this episode challenges everything you think you know about events.

If you’re investing in trade shows, this is a must-watch.

Chapters:
00:00 – Intro  
02:31 – Meet Rich Rodrigues
04:24 – How Trade Shows Have Changed  
07:57 – What Makes a Great Booth  
12:44 – How to Engage & Qualify Attendees  
20:20 – Planning Your Trade Show Strategy  
21:42 – What “Immersive” Really Means  
27:43 – Low Budget Booth Ideas  
30:01 – Sales vs Marketing Problems  
40:24 – Measuring Trade Show ROI  
46:37 – Creating Memorable Experiences  
52:26 – What Good ROI Looks Like  
57:12 – The Future of Trade Shows  
01:01:23 – Lightning Round  
01:11:15 – Outro  

trade show marketing strategy, experiential marketing podcast, B2B brand strategy, event marketing insights, booth design and engagement, marketing leadership podcast, sales and marketing alignment, business podcast 2026

]]> Wed, 22 Apr 2026 13:00:44 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 4299 Trade shows are evolving and most brands are still doing them wrong.

In Episode 10 of Unpacking the Brand, Rich Rodrigues, Director of Growth and Strategy at Pinnacle, breaks down how to turn trade show booths into immersive brand experiences that actually drive ROI.

From booth design and staffing to sales alignment and long-term strategy, this episode challenges everything you think you know about events.

If you’re investing in trade shows, this is a must-watch.

Chapters:
00:00 – Intro  
02:31 – Meet Rich Rodrigues
04:24 – How Trade Shows Have Changed  
07:57 – What Makes a Great Booth  
12:44 – How to Engage & Qualify Attendees  
20:20 – Planning Your Trade Show Strategy  
21:42 – What “Immersive” Really Means  
27:43 – Low Budget Booth Ideas  
30:01 – Sales vs Marketing Problems  
40:24 – Measuring Trade Show ROI  
46:37 – Creating Memorable Experiences  
52:26 – What Good ROI Looks Like  
57:12 – The Future of Trade Shows  
01:01:23 – Lightning Round  
01:11:15 – Outro  

trade show marketing strategy, experiential marketing podcast, B2B brand strategy, event marketing insights, booth design and engagement, marketing leadership podcast, sales and marketing alignment, business podcast 2026

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler How Community Becomes a Competitive Advantage with Peter van Teeseling 9 9 How Community Becomes a Competitive Advantage with Peter van Teeseling full fd2687ad-33a1-4d22-91ac-72843c0d8102 https://share.transistor.fm/s/10c978f9 Community isn’t a buzzword—it’s a business strategy.


In this episode of Unpacking the Brand, Ken Theriot and Randy Kessler sit down with Peter van Teeseling, Executive Director of dScoop, to explore how trust, collaboration, and shared purpose create real competitive advantage in the digital print and packaging industry.

Peter shares real-world examples of competitors working together, practical uses of AI, and what it takes to build a community that actually drives growth.

Chapters
00:00 Introduction & Peter van Teeseling’s Background  
02:15 What dScoop Is and How It Started  
05:30 Competitors Working Together: The dScoop Model  
09:40 Why Trust Is the Foundation of Community  
14:20 Real Examples of Collaboration in Action  
19:30 How AI Is Actually Being Used in Print  
26:00 Scaling Intimacy in a Global Community  
32:15 Attracting Young Talent to the Industry  
38:10 Leadership, Culture, and Doing the Right Thing  
47:30 Measuring the Business Impact of Community  
54:10 Where to Learn More About dScoop  
57:00 Rapid Fire Questions & Closing Thoughts

Unpacking the Brand, Peter van Teeseling, dScoop, business community, leadership, collaboration, competitive advantage, print industry, digital print, packaging industry, brand strategy

]]> Community isn’t a buzzword—it’s a business strategy.


In this episode of Unpacking the Brand, Ken Theriot and Randy Kessler sit down with Peter van Teeseling, Executive Director of dScoop, to explore how trust, collaboration, and shared purpose create real competitive advantage in the digital print and packaging industry.

Peter shares real-world examples of competitors working together, practical uses of AI, and what it takes to build a community that actually drives growth.

Chapters
00:00 Introduction & Peter van Teeseling’s Background  
02:15 What dScoop Is and How It Started  
05:30 Competitors Working Together: The dScoop Model  
09:40 Why Trust Is the Foundation of Community  
14:20 Real Examples of Collaboration in Action  
19:30 How AI Is Actually Being Used in Print  
26:00 Scaling Intimacy in a Global Community  
32:15 Attracting Young Talent to the Industry  
38:10 Leadership, Culture, and Doing the Right Thing  
47:30 Measuring the Business Impact of Community  
54:10 Where to Learn More About dScoop  
57:00 Rapid Fire Questions & Closing Thoughts

Unpacking the Brand, Peter van Teeseling, dScoop, business community, leadership, collaboration, competitive advantage, print industry, digital print, packaging industry, brand strategy

]]> Thu, 15 Jan 2026 14:02:38 -0800 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 3690 Community isn’t a buzzword—it’s a business strategy.


In this episode of Unpacking the Brand, Ken Theriot and Randy Kessler sit down with Peter van Teeseling, Executive Director of dScoop, to explore how trust, collaboration, and shared purpose create real competitive advantage in the digital print and packaging industry.

Peter shares real-world examples of competitors working together, practical uses of AI, and what it takes to build a community that actually drives growth.

Chapters
00:00 Introduction & Peter van Teeseling’s Background  
02:15 What dScoop Is and How It Started  
05:30 Competitors Working Together: The dScoop Model  
09:40 Why Trust Is the Foundation of Community  
14:20 Real Examples of Collaboration in Action  
19:30 How AI Is Actually Being Used in Print  
26:00 Scaling Intimacy in a Global Community  
32:15 Attracting Young Talent to the Industry  
38:10 Leadership, Culture, and Doing the Right Thing  
47:30 Measuring the Business Impact of Community  
54:10 Where to Learn More About dScoop  
57:00 Rapid Fire Questions & Closing Thoughts

Unpacking the Brand, Peter van Teeseling, dScoop, business community, leadership, collaboration, competitive advantage, print industry, digital print, packaging industry, brand strategy

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Why LabelExpo Rebranded to LOUPE with Jade Grace 8 8 Why LabelExpo Rebranded to LOUPE with Jade Grace full cdd96337-2e6f-46a3-9523-0b1e8d99ac54 https://share.transistor.fm/s/9deb586e LabelExpo is now LOUPE — but why?
In this episode, Jade Grace of Informa Markets explains the data, the strategy, and the industry shifts that led to one of the biggest rebrands in packaging history.

We cover:
• Why the label industry has outgrown traditional definitions
• The 6-year process behind the rebrand
• How younger industry professionals viewed the LabelExpo name
• The emergence of flexible packaging, folding cartons, and convergence
• How LOUPE becomes a more inclusive, future-focused platform
• What converters, suppliers, and brand owners can expect moving forward

00:00 – Intro: The Evolution of Label Technologies
00:35 – Welcome & Introducing Jade Grace
01:26 – Why LabelExpo Rebranded to LOUPE
02:34 – How the 6-Year Rebrand Process Began
04:01 – Why the Name “LOUPE”?
07:12 – Research & Industry Data Behind the Decision
11:21 – Industry Reaction to the Announcement
14:29 – What Stakeholders Really Said
16:06 – Future-Proofing the Platform
21:16 – How LOUPE Expands Opportunities
25:22 – LOUPE Americas: The Official Launch
26:10 – What Success Looks Like in 5 Years
30:55 – Rapid Fire Questions
37:12 – Closing Thoughts

Unpacking the Brand is your inside look at the people, technologies, and strategies shaping the packaging and branding industries. Watch the show on YouTube or listen on Apple Podcasts, Spotify, Google Podcasts, Amazon Music, and all major platforms.

#UnpackingTheBrand #LOUPERebrand #PackagingIndustry #LabelExpo #BrandStrategy

]]> LabelExpo is now LOUPE — but why?
In this episode, Jade Grace of Informa Markets explains the data, the strategy, and the industry shifts that led to one of the biggest rebrands in packaging history.

We cover:
• Why the label industry has outgrown traditional definitions
• The 6-year process behind the rebrand
• How younger industry professionals viewed the LabelExpo name
• The emergence of flexible packaging, folding cartons, and convergence
• How LOUPE becomes a more inclusive, future-focused platform
• What converters, suppliers, and brand owners can expect moving forward

00:00 – Intro: The Evolution of Label Technologies
00:35 – Welcome & Introducing Jade Grace
01:26 – Why LabelExpo Rebranded to LOUPE
02:34 – How the 6-Year Rebrand Process Began
04:01 – Why the Name “LOUPE”?
07:12 – Research & Industry Data Behind the Decision
11:21 – Industry Reaction to the Announcement
14:29 – What Stakeholders Really Said
16:06 – Future-Proofing the Platform
21:16 – How LOUPE Expands Opportunities
25:22 – LOUPE Americas: The Official Launch
26:10 – What Success Looks Like in 5 Years
30:55 – Rapid Fire Questions
37:12 – Closing Thoughts

Unpacking the Brand is your inside look at the people, technologies, and strategies shaping the packaging and branding industries. Watch the show on YouTube or listen on Apple Podcasts, Spotify, Google Podcasts, Amazon Music, and all major platforms.

#UnpackingTheBrand #LOUPERebrand #PackagingIndustry #LabelExpo #BrandStrategy

]]> Fri, 05 Dec 2025 13:39:39 -0800 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 2300 LabelExpo is now LOUPE — but why?
In this episode, Jade Grace of Informa Markets explains the data, the strategy, and the industry shifts that led to one of the biggest rebrands in packaging history.

We cover:
• Why the label industry has outgrown traditional definitions
• The 6-year process behind the rebrand
• How younger industry professionals viewed the LabelExpo name
• The emergence of flexible packaging, folding cartons, and convergence
• How LOUPE becomes a more inclusive, future-focused platform
• What converters, suppliers, and brand owners can expect moving forward

00:00 – Intro: The Evolution of Label Technologies
00:35 – Welcome & Introducing Jade Grace
01:26 – Why LabelExpo Rebranded to LOUPE
02:34 – How the 6-Year Rebrand Process Began
04:01 – Why the Name “LOUPE”?
07:12 – Research & Industry Data Behind the Decision
11:21 – Industry Reaction to the Announcement
14:29 – What Stakeholders Really Said
16:06 – Future-Proofing the Platform
21:16 – How LOUPE Expands Opportunities
25:22 – LOUPE Americas: The Official Launch
26:10 – What Success Looks Like in 5 Years
30:55 – Rapid Fire Questions
37:12 – Closing Thoughts

Unpacking the Brand is your inside look at the people, technologies, and strategies shaping the packaging and branding industries. Watch the show on YouTube or listen on Apple Podcasts, Spotify, Google Podcasts, Amazon Music, and all major platforms.

#UnpackingTheBrand #LOUPERebrand #PackagingIndustry #LabelExpo #BrandStrategy

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Legacy Meets Innovation: Ben Urquhart on Two Centuries of Packaging Evolution 7 7 Legacy Meets Innovation: Ben Urquhart on Two Centuries of Packaging Evolution full d7834bfd-9a70-4bca-bdb0-809488b582c9 https://share.transistor.fm/s/d28f8622 From woodenware to high-speed digital printing — few companies have balanced legacy and innovation like New Packaging & Display.
In this episode, President Ben Urquhart joins hosts Ken Theriot and Randy Kessler to unpack nearly 200 years of evolution in corrugated packaging.

Ben shares how his seventh-generation family business continues to thrive in a changing market from navigating tariffs and technology to building sustainable operations that stand the test of time.

If you’re passionate about packaging, manufacturing, or how legacy brands stay modern, this episode is for you.

⏱️ Chapters

00:00 – Intro: From Woodenware to Packaging Innovation
 01:15 – Meet Ben Urquhart, President of New Packaging & Display
 02:00 – Rebranding a Legacy Company for a Modern Market
 04:00 – Early Career & Path Back to the Family Business
 06:00 – Nearly 200 Years of History in Corrugated Packaging
 09:00 – The Impact of Tariffs on U.S. Manufacturing
 12:00 – Shifting Demand, Offshoring, and Domestic Opportunity
 14:10 – Inside the Facility: Scale, Operations & Materials
 15:45 – Sustainability as a Core Value and Certification Standards
 18:10 – Customer-Driven Innovation and Regional Market Differences
 20:00 – How E-Commerce Changed Packaging Design
 23:00 – Real-World Example: Fast Turnaround and Two-Sided Print
 25:00 – On Marketing and Brand Stewardship vs. Ownership
 28:00 – Lessons from COVID: Resilience and Gratitude
 32:00 – Investing in People and Machinery
 36:00 – How New Packaging Decides on New Equipment
 39:00 – The Role of Trade Shows and Vendor Relationships
 44:00 – Workforce Development and Internal Advancement
 48:00 – The Challenge of Retaining Skilled Workers
 50:00 – Industry Consolidation: Independents vs. Integrators
 53:00 – Associations and the Power of Learning (AICC)
 54:30 – Excitement About EFI’s Single-Pass Digital Printing
 56:00 – Favorite Brands and Lessons from History
 58:45 – Dramatic Reading of a 19th-Century Accounting Letter
 1:02:00 – Closing Thoughts on Leadership and Legacy

🎧 Listen to the episode on Spotify, Apple Podcasts, or wherever you get your podcasts.
 

📦 About Unpacking the Brand

Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels & Labeling) as they dive into the intersection of business, branding, and innovation. Discover how leading brands adapt, evolve, and thrive in today’s fast-moving world of marketing, packaging, and design.

Subscribe to stay ahead of what’s next in business storytelling, print technology, and sustainable branding.

#UnpackingTheBrand #Packaging #Manufacturing #Leadership #Innovation #FamilyBusiness #DigitalPrinting #Sustainability

]]> From woodenware to high-speed digital printing — few companies have balanced legacy and innovation like New Packaging & Display.
In this episode, President Ben Urquhart joins hosts Ken Theriot and Randy Kessler to unpack nearly 200 years of evolution in corrugated packaging.

Ben shares how his seventh-generation family business continues to thrive in a changing market from navigating tariffs and technology to building sustainable operations that stand the test of time.

If you’re passionate about packaging, manufacturing, or how legacy brands stay modern, this episode is for you.

⏱️ Chapters

00:00 – Intro: From Woodenware to Packaging Innovation
 01:15 – Meet Ben Urquhart, President of New Packaging & Display
 02:00 – Rebranding a Legacy Company for a Modern Market
 04:00 – Early Career & Path Back to the Family Business
 06:00 – Nearly 200 Years of History in Corrugated Packaging
 09:00 – The Impact of Tariffs on U.S. Manufacturing
 12:00 – Shifting Demand, Offshoring, and Domestic Opportunity
 14:10 – Inside the Facility: Scale, Operations & Materials
 15:45 – Sustainability as a Core Value and Certification Standards
 18:10 – Customer-Driven Innovation and Regional Market Differences
 20:00 – How E-Commerce Changed Packaging Design
 23:00 – Real-World Example: Fast Turnaround and Two-Sided Print
 25:00 – On Marketing and Brand Stewardship vs. Ownership
 28:00 – Lessons from COVID: Resilience and Gratitude
 32:00 – Investing in People and Machinery
 36:00 – How New Packaging Decides on New Equipment
 39:00 – The Role of Trade Shows and Vendor Relationships
 44:00 – Workforce Development and Internal Advancement
 48:00 – The Challenge of Retaining Skilled Workers
 50:00 – Industry Consolidation: Independents vs. Integrators
 53:00 – Associations and the Power of Learning (AICC)
 54:30 – Excitement About EFI’s Single-Pass Digital Printing
 56:00 – Favorite Brands and Lessons from History
 58:45 – Dramatic Reading of a 19th-Century Accounting Letter
 1:02:00 – Closing Thoughts on Leadership and Legacy

🎧 Listen to the episode on Spotify, Apple Podcasts, or wherever you get your podcasts.
 

📦 About Unpacking the Brand

Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels & Labeling) as they dive into the intersection of business, branding, and innovation. Discover how leading brands adapt, evolve, and thrive in today’s fast-moving world of marketing, packaging, and design.

Subscribe to stay ahead of what’s next in business storytelling, print technology, and sustainable branding.

#UnpackingTheBrand #Packaging #Manufacturing #Leadership #Innovation #FamilyBusiness #DigitalPrinting #Sustainability

]]> Thu, 30 Oct 2025 09:48:33 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 3821 From woodenware to high-speed digital printing — few companies have balanced legacy and innovation like New Packaging & Display.
In this episode, President Ben Urquhart joins hosts Ken Theriot and Randy Kessler to unpack nearly 200 years of evolution in corrugated packaging.

Ben shares how his seventh-generation family business continues to thrive in a changing market from navigating tariffs and technology to building sustainable operations that stand the test of time.

If you’re passionate about packaging, manufacturing, or how legacy brands stay modern, this episode is for you.

⏱️ Chapters

00:00 – Intro: From Woodenware to Packaging Innovation
 01:15 – Meet Ben Urquhart, President of New Packaging & Display
 02:00 – Rebranding a Legacy Company for a Modern Market
 04:00 – Early Career & Path Back to the Family Business
 06:00 – Nearly 200 Years of History in Corrugated Packaging
 09:00 – The Impact of Tariffs on U.S. Manufacturing
 12:00 – Shifting Demand, Offshoring, and Domestic Opportunity
 14:10 – Inside the Facility: Scale, Operations & Materials
 15:45 – Sustainability as a Core Value and Certification Standards
 18:10 – Customer-Driven Innovation and Regional Market Differences
 20:00 – How E-Commerce Changed Packaging Design
 23:00 – Real-World Example: Fast Turnaround and Two-Sided Print
 25:00 – On Marketing and Brand Stewardship vs. Ownership
 28:00 – Lessons from COVID: Resilience and Gratitude
 32:00 – Investing in People and Machinery
 36:00 – How New Packaging Decides on New Equipment
 39:00 – The Role of Trade Shows and Vendor Relationships
 44:00 – Workforce Development and Internal Advancement
 48:00 – The Challenge of Retaining Skilled Workers
 50:00 – Industry Consolidation: Independents vs. Integrators
 53:00 – Associations and the Power of Learning (AICC)
 54:30 – Excitement About EFI’s Single-Pass Digital Printing
 56:00 – Favorite Brands and Lessons from History
 58:45 – Dramatic Reading of a 19th-Century Accounting Letter
 1:02:00 – Closing Thoughts on Leadership and Legacy

🎧 Listen to the episode on Spotify, Apple Podcasts, or wherever you get your podcasts.
 

📦 About Unpacking the Brand

Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels & Labeling) as they dive into the intersection of business, branding, and innovation. Discover how leading brands adapt, evolve, and thrive in today’s fast-moving world of marketing, packaging, and design.

Subscribe to stay ahead of what’s next in business storytelling, print technology, and sustainable branding.

#UnpackingTheBrand #Packaging #Manufacturing #Leadership #Innovation #FamilyBusiness #DigitalPrinting #Sustainability

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Loyalty, Leadership, and Labels: A Conversation with Alain Paquette of Artcraft 6 6 Loyalty, Leadership, and Labels: A Conversation with Alain Paquette of Artcraft full 365abcd2-1702-4181-8ff0-f42c98fab99b https://share.transistor.fm/s/66752873 Join Ken Theriot and Randy Kessler as they sit down with Alain Paquette, President of Artcraft; a Canadian company delivering premium sustainable pressure-sensitive print solutions for packaged goods brands.

Alain shares why loyalty and resilience are at the heart of his business, how he navigated losing a major client right before COVID, and why refreshing your brand every 10 years helps companies stay relevant and aligned.

📌 Key takeaways:
Why loyalty is the foundation of a strong brand.
How to handle losing a major client without sinking.
Why rebranding every 10 years matters.
Lessons from Artcraft’s growth journey.

Chapters
00:00 – Welcome & Intro
01:06 – Meet Alain Paquette, President of Artcraft
02:19 – Career background & early experiences
05:50 – Becoming owner of Artcraft in 2012
07:14 – Defining what makes a brand successful
10:02 – Customer loyalty and creating value
13:34 – Knowing your ideal customer profile
17:34 – The role of an advisory group
25:12 – Losing a major client before COVID
29:42 – Lessons in resilience & rebuilding
31:08 – Artcraft’s rebrand and 10-year refresh philosophy
36:20 – Choosing the right vendors and partners
40:16 – Why loyalty matters in business relationships
41:06 – What’s next for Artcraft
42:22 – Rapid-fire branding questions (favorite brands, campaigns, books)
48:53 – Closing thoughts & advice

👉 Subscribe for more conversations on branding, leadership, and innovation.
#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience

]]> Join Ken Theriot and Randy Kessler as they sit down with Alain Paquette, President of Artcraft; a Canadian company delivering premium sustainable pressure-sensitive print solutions for packaged goods brands.

Alain shares why loyalty and resilience are at the heart of his business, how he navigated losing a major client right before COVID, and why refreshing your brand every 10 years helps companies stay relevant and aligned.

📌 Key takeaways:
Why loyalty is the foundation of a strong brand.
How to handle losing a major client without sinking.
Why rebranding every 10 years matters.
Lessons from Artcraft’s growth journey.

Chapters
00:00 – Welcome & Intro
01:06 – Meet Alain Paquette, President of Artcraft
02:19 – Career background & early experiences
05:50 – Becoming owner of Artcraft in 2012
07:14 – Defining what makes a brand successful
10:02 – Customer loyalty and creating value
13:34 – Knowing your ideal customer profile
17:34 – The role of an advisory group
25:12 – Losing a major client before COVID
29:42 – Lessons in resilience & rebuilding
31:08 – Artcraft’s rebrand and 10-year refresh philosophy
36:20 – Choosing the right vendors and partners
40:16 – Why loyalty matters in business relationships
41:06 – What’s next for Artcraft
42:22 – Rapid-fire branding questions (favorite brands, campaigns, books)
48:53 – Closing thoughts & advice

👉 Subscribe for more conversations on branding, leadership, and innovation.
#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience

]]> Thu, 25 Sep 2025 13:12:41 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 2997 Join Ken Theriot and Randy Kessler as they sit down with Alain Paquette, President of Artcraft; a Canadian company delivering premium sustainable pressure-sensitive print solutions for packaged goods brands.

Alain shares why loyalty and resilience are at the heart of his business, how he navigated losing a major client right before COVID, and why refreshing your brand every 10 years helps companies stay relevant and aligned.

📌 Key takeaways:
Why loyalty is the foundation of a strong brand.
How to handle losing a major client without sinking.
Why rebranding every 10 years matters.
Lessons from Artcraft’s growth journey.

Chapters
00:00 – Welcome & Intro
01:06 – Meet Alain Paquette, President of Artcraft
02:19 – Career background & early experiences
05:50 – Becoming owner of Artcraft in 2012
07:14 – Defining what makes a brand successful
10:02 – Customer loyalty and creating value
13:34 – Knowing your ideal customer profile
17:34 – The role of an advisory group
25:12 – Losing a major client before COVID
29:42 – Lessons in resilience & rebuilding
31:08 – Artcraft’s rebrand and 10-year refresh philosophy
36:20 – Choosing the right vendors and partners
40:16 – Why loyalty matters in business relationships
41:06 – What’s next for Artcraft
42:22 – Rapid-fire branding questions (favorite brands, campaigns, books)
48:53 – Closing thoughts & advice

👉 Subscribe for more conversations on branding, leadership, and innovation.
#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Labelexpo Europe 2025 Preview with Chelsea McDougall 5 5 Labelexpo Europe 2025 Preview with Chelsea McDougall full fd02b07e-46b2-4689-a945-9d41be24b603 https://share.transistor.fm/s/c12e8d29 Label Expo Europe is heading to Barcelona for the first time, and Labels & Labeling’s Chelsea McDougall joins Unpacking the Brand to share what’s ahead. From automation breakthroughs to flexible packaging opportunities, Chelsea gives a behind-the-scenes look at the event and the trends shaping the packaging industry in 2025.

Chapters
0:00 – Welcome and introductions
2:23 – Chelsea’s journey from crime reporting to packaging journalism
5:58 – What Labels & Labeling covers and how to get featured
9:45 – Why Label Expo is a key industry barometer
15:10 – Tech launches to watch: automation, robotics, and more
20:47 – The Pulse: new on-floor educational experience
26:15 – Global attendance and Barcelona buzz
28:48 – Folding carton and flexible packaging crossover trends
32:10 – AI in packaging: beyond marketing hype
38:40 – A day in the life at Label Expo
43:11 – Chelsea’s tips for first-time attendees
44:34 – Rapid-fire branding questions


🔗 Subscribe and share to stay in the know on branding, business, and beyond.

Check out the other shows our network has to offer!

]]> Label Expo Europe is heading to Barcelona for the first time, and Labels & Labeling’s Chelsea McDougall joins Unpacking the Brand to share what’s ahead. From automation breakthroughs to flexible packaging opportunities, Chelsea gives a behind-the-scenes look at the event and the trends shaping the packaging industry in 2025.

Chapters
0:00 – Welcome and introductions
2:23 – Chelsea’s journey from crime reporting to packaging journalism
5:58 – What Labels & Labeling covers and how to get featured
9:45 – Why Label Expo is a key industry barometer
15:10 – Tech launches to watch: automation, robotics, and more
20:47 – The Pulse: new on-floor educational experience
26:15 – Global attendance and Barcelona buzz
28:48 – Folding carton and flexible packaging crossover trends
32:10 – AI in packaging: beyond marketing hype
38:40 – A day in the life at Label Expo
43:11 – Chelsea’s tips for first-time attendees
44:34 – Rapid-fire branding questions


🔗 Subscribe and share to stay in the know on branding, business, and beyond.

Check out the other shows our network has to offer!

]]> Thu, 14 Aug 2025 09:44:02 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 3131 Label Expo Europe is heading to Barcelona for the first time, and Labels & Labeling’s Chelsea McDougall joins Unpacking the Brand to share what’s ahead. From automation breakthroughs to flexible packaging opportunities, Chelsea gives a behind-the-scenes look at the event and the trends shaping the packaging industry in 2025.

Chapters
0:00 – Welcome and introductions
2:23 – Chelsea’s journey from crime reporting to packaging journalism
5:58 – What Labels & Labeling covers and how to get featured
9:45 – Why Label Expo is a key industry barometer
15:10 – Tech launches to watch: automation, robotics, and more
20:47 – The Pulse: new on-floor educational experience
26:15 – Global attendance and Barcelona buzz
28:48 – Folding carton and flexible packaging crossover trends
32:10 – AI in packaging: beyond marketing hype
38:40 – A day in the life at Label Expo
43:11 – Chelsea’s tips for first-time attendees
44:34 – Rapid-fire branding questions


🔗 Subscribe and share to stay in the know on branding, business, and beyond.

Check out the other shows our network has to offer!

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Reinventing FTA: Nathan Ridnouer on the Future of Flexographic Printing 4 4 Reinventing FTA: Nathan Ridnouer on the Future of Flexographic Printing full 8478c14b-f824-45e8-8669-680ecd09e304 https://share.transistor.fm/s/4f72b8b7 In Episode 4 of Unpacking the Brand, hosts Randy Kessler and Ken Theriot sit down with Nathan Ridnouer, President of the nonprofit Flexographic Technical Association (FTA), to discuss his journey from managing a movie theater to leading one of the most impactful trade associations in the packaging world. Discover what Nathan’s doing to modernize industry education, promote volunteerism, and build trust through radical transparency; all while steering a nonprofit through industry change.

Topics Covered:

  • FTA’s evolution under new leadership
  • Workforce development & youth outreach
  • Importance of in-person training in a post-COVID world
  • How volunteering can boost your career
  • Transparency as a nonprofit leadership strategy


🔗 Subscribe and share to stay in the know on branding, business, and beyond.


Chapters:
00:00 Intro + InfoFlex Recap
02:00 Meet Nathan Ridnouer
05:00 From Multiplex to Mission-Driven
10:00 Nonprofit vs. For-Profit Mindsets
14:00 Reinventing Industry Education
20:00 Why In-Person Events Still Matter
27:00 Educating the Next Generation
33:00 Leadership Through Transparency
39:00 How to Get Involved with FTA
46:00 Upcoming FTA Technical Conference
50:00 Nathan’s Favorite Brands + Book
52:00 Final Thoughts

Check out the other shows our network has to offer!

]]> In Episode 4 of Unpacking the Brand, hosts Randy Kessler and Ken Theriot sit down with Nathan Ridnouer, President of the nonprofit Flexographic Technical Association (FTA), to discuss his journey from managing a movie theater to leading one of the most impactful trade associations in the packaging world. Discover what Nathan’s doing to modernize industry education, promote volunteerism, and build trust through radical transparency; all while steering a nonprofit through industry change.

Topics Covered:

  • FTA’s evolution under new leadership
  • Workforce development & youth outreach
  • Importance of in-person training in a post-COVID world
  • How volunteering can boost your career
  • Transparency as a nonprofit leadership strategy


🔗 Subscribe and share to stay in the know on branding, business, and beyond.


Chapters:
00:00 Intro + InfoFlex Recap
02:00 Meet Nathan Ridnouer
05:00 From Multiplex to Mission-Driven
10:00 Nonprofit vs. For-Profit Mindsets
14:00 Reinventing Industry Education
20:00 Why In-Person Events Still Matter
27:00 Educating the Next Generation
33:00 Leadership Through Transparency
39:00 How to Get Involved with FTA
46:00 Upcoming FTA Technical Conference
50:00 Nathan’s Favorite Brands + Book
52:00 Final Thoughts

Check out the other shows our network has to offer!

]]> Fri, 25 Jul 2025 13:01:55 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 3193 In Episode 4 of Unpacking the Brand, hosts Randy Kessler and Ken Theriot sit down with Nathan Ridnouer, President of the nonprofit Flexographic Technical Association (FTA), to discuss his journey from managing a movie theater to leading one of the most impactful trade associations in the packaging world. Discover what Nathan’s doing to modernize industry education, promote volunteerism, and build trust through radical transparency; all while steering a nonprofit through industry change.

Topics Covered:

  • FTA’s evolution under new leadership
  • Workforce development & youth outreach
  • Importance of in-person training in a post-COVID world
  • How volunteering can boost your career
  • Transparency as a nonprofit leadership strategy


🔗 Subscribe and share to stay in the know on branding, business, and beyond.


Chapters:
00:00 Intro + InfoFlex Recap
02:00 Meet Nathan Ridnouer
05:00 From Multiplex to Mission-Driven
10:00 Nonprofit vs. For-Profit Mindsets
14:00 Reinventing Industry Education
20:00 Why In-Person Events Still Matter
27:00 Educating the Next Generation
33:00 Leadership Through Transparency
39:00 How to Get Involved with FTA
46:00 Upcoming FTA Technical Conference
50:00 Nathan’s Favorite Brands + Book
52:00 Final Thoughts

Check out the other shows our network has to offer!

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler 45 Years of Print Industry Wisdom with Paul Teachout 3 3 45 Years of Print Industry Wisdom with Paul Teachout full bbef6580-5fe3-4fa7-94ee-f7b6454061c9 https://share.transistor.fm/s/c8f0b2be Join us for Episode 3 of Unpacking the Brand as we sit down with printing industry veteran Paul Teachout to explore his 45-year journey through flexographic innovation, leadership, and relationship-building.

Paul shares how he went from apprentice to executive, shaped industry associations like TLMI and FTA, and continues to drive progress in automation, clean-hand technology, and workforce development. Whether you're in branding, packaging, manufacturing, or marketing, this episode is packed with insight, inspiration, and practical takeaways.

 🎧 Listen on Spotify / Apple Podcasts
📍 Harper Roadshow Details (June 26, 2025 in Philadelphia): Get Tickets Now!

Subscribe for more insights from leaders in print, packaging, branding, and innovation.

00:00 - Intro & Catching Up on Summer Life
01:22 - Guest Introduction: Paul Teachout
02:38 - PGA Championship in Charlotte
04:05 - Paul's Start in Printing with Kodak and Webtron
07:40 - Career Path Through Harper and Nilpeter
08:54 - Evolution of Flexographic Printing Technology
11:45 - What Is “Clean-Hand Technology”?
13:52 - Education in Print: From On-the-Job to Academia
15:38 - TLMI & FTA: 30+ Years of Industry Association Involvement
19:21 - Defining Customer Success in the Print Industry
22:05 - How Customer Expectations and Sales Have Evolved
26:13 - Mistakes Companies Make: Focusing Too Much on Price
29:35 - Value Over Price: Building Trusted Partnerships
31:39 - Life Lessons from Mentors and Industry Leaders
37:33 - Workforce Challenges & Harper’s Educational Commitment
40:10 - The Phoenix Challenge and Building the Next Generation
43:59 - A Trillion-Dollar Industry That Nobody Talks About
46:43 - Rapid Fire: Career, Brands & Business Reads
51:41 - Bryson vs. Rory: Golf, Growth & Facing Adversity
54:29 - From Mistake to Mentor: The John McDowell Story
57:10 - Upcoming Event: Harper Roadshow on June 26
58:30 - Closing Thoughts & Outro

#UnpackingTheBrand  
#PrintingIndustry  
#Flexography  
#PackagingInnovation  
#PrintLeadership  
#HarperCorporation  
#CleanHandTech  
#WorkforceDevelopment  
#BrandStrategy  
#PrintPodcast  

]]> Join us for Episode 3 of Unpacking the Brand as we sit down with printing industry veteran Paul Teachout to explore his 45-year journey through flexographic innovation, leadership, and relationship-building.

Paul shares how he went from apprentice to executive, shaped industry associations like TLMI and FTA, and continues to drive progress in automation, clean-hand technology, and workforce development. Whether you're in branding, packaging, manufacturing, or marketing, this episode is packed with insight, inspiration, and practical takeaways.

 🎧 Listen on Spotify / Apple Podcasts
📍 Harper Roadshow Details (June 26, 2025 in Philadelphia): Get Tickets Now!

Subscribe for more insights from leaders in print, packaging, branding, and innovation.

00:00 - Intro & Catching Up on Summer Life
01:22 - Guest Introduction: Paul Teachout
02:38 - PGA Championship in Charlotte
04:05 - Paul's Start in Printing with Kodak and Webtron
07:40 - Career Path Through Harper and Nilpeter
08:54 - Evolution of Flexographic Printing Technology
11:45 - What Is “Clean-Hand Technology”?
13:52 - Education in Print: From On-the-Job to Academia
15:38 - TLMI & FTA: 30+ Years of Industry Association Involvement
19:21 - Defining Customer Success in the Print Industry
22:05 - How Customer Expectations and Sales Have Evolved
26:13 - Mistakes Companies Make: Focusing Too Much on Price
29:35 - Value Over Price: Building Trusted Partnerships
31:39 - Life Lessons from Mentors and Industry Leaders
37:33 - Workforce Challenges & Harper’s Educational Commitment
40:10 - The Phoenix Challenge and Building the Next Generation
43:59 - A Trillion-Dollar Industry That Nobody Talks About
46:43 - Rapid Fire: Career, Brands & Business Reads
51:41 - Bryson vs. Rory: Golf, Growth & Facing Adversity
54:29 - From Mistake to Mentor: The John McDowell Story
57:10 - Upcoming Event: Harper Roadshow on June 26
58:30 - Closing Thoughts & Outro

#UnpackingTheBrand  
#PrintingIndustry  
#Flexography  
#PackagingInnovation  
#PrintLeadership  
#HarperCorporation  
#CleanHandTech  
#WorkforceDevelopment  
#BrandStrategy  
#PrintPodcast  

]]> Thu, 19 Jun 2025 08:51:53 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 3572 Join us for Episode 3 of Unpacking the Brand as we sit down with printing industry veteran Paul Teachout to explore his 45-year journey through flexographic innovation, leadership, and relationship-building.

Paul shares how he went from apprentice to executive, shaped industry associations like TLMI and FTA, and continues to drive progress in automation, clean-hand technology, and workforce development. Whether you're in branding, packaging, manufacturing, or marketing, this episode is packed with insight, inspiration, and practical takeaways.

 🎧 Listen on Spotify / Apple Podcasts
📍 Harper Roadshow Details (June 26, 2025 in Philadelphia): Get Tickets Now!

Subscribe for more insights from leaders in print, packaging, branding, and innovation.

00:00 - Intro & Catching Up on Summer Life
01:22 - Guest Introduction: Paul Teachout
02:38 - PGA Championship in Charlotte
04:05 - Paul's Start in Printing with Kodak and Webtron
07:40 - Career Path Through Harper and Nilpeter
08:54 - Evolution of Flexographic Printing Technology
11:45 - What Is “Clean-Hand Technology”?
13:52 - Education in Print: From On-the-Job to Academia
15:38 - TLMI & FTA: 30+ Years of Industry Association Involvement
19:21 - Defining Customer Success in the Print Industry
22:05 - How Customer Expectations and Sales Have Evolved
26:13 - Mistakes Companies Make: Focusing Too Much on Price
29:35 - Value Over Price: Building Trusted Partnerships
31:39 - Life Lessons from Mentors and Industry Leaders
37:33 - Workforce Challenges & Harper’s Educational Commitment
40:10 - The Phoenix Challenge and Building the Next Generation
43:59 - A Trillion-Dollar Industry That Nobody Talks About
46:43 - Rapid Fire: Career, Brands & Business Reads
51:41 - Bryson vs. Rory: Golf, Growth & Facing Adversity
54:29 - From Mistake to Mentor: The John McDowell Story
57:10 - Upcoming Event: Harper Roadshow on June 26
58:30 - Closing Thoughts & Outro

#UnpackingTheBrand  
#PrintingIndustry  
#Flexography  
#PackagingInnovation  
#PrintLeadership  
#HarperCorporation  
#CleanHandTech  
#WorkforceDevelopment  
#BrandStrategy  
#PrintPodcast  

]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Customer-Centric Branding in Manufacturing with Katie Graham 2 2 Customer-Centric Branding in Manufacturing with Katie Graham full 0cdac121-aa83-4630-bb1f-58d570e0f1ec https://share.transistor.fm/s/48d4eaac In this episode of Unpacking the Brand, hosts Ken Theriot and Randy Kessler sit down with Katie Graham, Regional Marketing Communications Manager at Bobst North America, to explore how customer-centric marketing is changing the face of industrial branding.

From long sales cycles to global communications challenges, Katie breaks down what makes manufacturing marketing so unique — and how aligning messaging, analytics, and authenticity can help even the most technical brands stand out. They dive into topics like digital transformation, CRM adoption, and the importance of personal branding in the B2B space. Whether you're in sales, marketing, or leadership, this is a masterclass on how to build real value in modern industry.

Chapters

  • 00:00 – Intro: Welcome back to Unpacking the Brand
  • 01:44 – Guest intro: Katie Graham of Bobst North America
  • 03:00 – Why manufacturing marketing is different
  • 05:00 – B2B brand building and customer engagement
  • 07:15 – Global marketing vs. regional strategy
  • 09:00 – Tech, CRM, and digitalization at Bobst
  • 12:00 – Strategic filtering: which initiatives to pursue
  • 14:05 – Case study: Building a new market presence
  • 17:00 – Sales and marketing alignment done right
  • 20:15 – How perception shifts drive brand expansion
  • 23:00 – The role of personal branding on LinkedIn
  • 25:00 – Katie’s top advice for new professionals
  • 30:00 – The future of AI and marketing analytics
  • 33:06 – Rapid Fire: Brands, books, and beachside insights

Mentioned

  • Atomic Habits by James Clear
  • Women of Flexo
  • Bobst Competence Centers in Atlanta and L.A.
]]> In this episode of Unpacking the Brand, hosts Ken Theriot and Randy Kessler sit down with Katie Graham, Regional Marketing Communications Manager at Bobst North America, to explore how customer-centric marketing is changing the face of industrial branding.

From long sales cycles to global communications challenges, Katie breaks down what makes manufacturing marketing so unique — and how aligning messaging, analytics, and authenticity can help even the most technical brands stand out. They dive into topics like digital transformation, CRM adoption, and the importance of personal branding in the B2B space. Whether you're in sales, marketing, or leadership, this is a masterclass on how to build real value in modern industry.

Chapters

  • 00:00 – Intro: Welcome back to Unpacking the Brand
  • 01:44 – Guest intro: Katie Graham of Bobst North America
  • 03:00 – Why manufacturing marketing is different
  • 05:00 – B2B brand building and customer engagement
  • 07:15 – Global marketing vs. regional strategy
  • 09:00 – Tech, CRM, and digitalization at Bobst
  • 12:00 – Strategic filtering: which initiatives to pursue
  • 14:05 – Case study: Building a new market presence
  • 17:00 – Sales and marketing alignment done right
  • 20:15 – How perception shifts drive brand expansion
  • 23:00 – The role of personal branding on LinkedIn
  • 25:00 – Katie’s top advice for new professionals
  • 30:00 – The future of AI and marketing analytics
  • 33:06 – Rapid Fire: Brands, books, and beachside insights

Mentioned

  • Atomic Habits by James Clear
  • Women of Flexo
  • Bobst Competence Centers in Atlanta and L.A.
]]> Tue, 22 Apr 2025 08:30:58 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 2183 In this episode of Unpacking the Brand, hosts Ken Theriot and Randy Kessler sit down with Katie Graham, Regional Marketing Communications Manager at Bobst North America, to explore how customer-centric marketing is changing the face of industrial branding.

From long sales cycles to global communications challenges, Katie breaks down what makes manufacturing marketing so unique — and how aligning messaging, analytics, and authenticity can help even the most technical brands stand out. They dive into topics like digital transformation, CRM adoption, and the importance of personal branding in the B2B space. Whether you're in sales, marketing, or leadership, this is a masterclass on how to build real value in modern industry.

Chapters

  • 00:00 – Intro: Welcome back to Unpacking the Brand
  • 01:44 – Guest intro: Katie Graham of Bobst North America
  • 03:00 – Why manufacturing marketing is different
  • 05:00 – B2B brand building and customer engagement
  • 07:15 – Global marketing vs. regional strategy
  • 09:00 – Tech, CRM, and digitalization at Bobst
  • 12:00 – Strategic filtering: which initiatives to pursue
  • 14:05 – Case study: Building a new market presence
  • 17:00 – Sales and marketing alignment done right
  • 20:15 – How perception shifts drive brand expansion
  • 23:00 – The role of personal branding on LinkedIn
  • 25:00 – Katie’s top advice for new professionals
  • 30:00 – The future of AI and marketing analytics
  • 33:06 – Rapid Fire: Brands, books, and beachside insights

Mentioned

  • Atomic Habits by James Clear
  • Women of Flexo
  • Bobst Competence Centers in Atlanta and L.A.
]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Secret of Scalable Growth with John Hirko 1 1 Secret of Scalable Growth with John Hirko full d6736469-986e-4066-a39f-03a880097ce8 https://share.transistor.fm/s/e7ae6016 In this debut episode of Unpacking the Brand, hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) are joined by John Hirko, Director of Growth at TheRiot Agency. Together, they explore the evolving role of growth leaders and how companies can align sales, marketing, and customer success through systems that scale brand intimacy.

From CRM adoption to bridging relationship selling with digital strategy, John shares actionable insights for manufacturers and B2B companies looking to modernize how they grow.

Chapters

  • 00:00 – Intro: Why we launched Unpacking the Brand
  • 01:28 – Guest intro: John Hirko and his role as Director of Growth
  • 03:17 – The evolution of the "Director of Growth" title
  • 07:13 – Common growth challenges in manufacturing
  • 08:53 – Why sales and marketing misalignment is so common
  • 10:52 – From people-to-people to brand-to-people trust
  • 13:21 – The importance of systems and centralized data
  • 15:17 – Case study: Helping a hidden champion scale up
  • 18:10 – Overcoming CRM adoption resistance from seasoned sales teams
  • 24:26 – How long does CRM implementation really take?
  • 30:06 – Practical branding tips for businesses on a budget
  • 32:58 – The 4 pillars of any successful growth effort
  • 38:35 – Investing smartly in marketing roles
  • 39:23 – Why marketing now leads sales in the B2B journey
  • 42:10 – Rapid Fire: John’s favorite brand, Super Bowl ads & more

Mentioned in This Episode

  • Book: Traction by Gino Wickman (EOS/Entrepreneurial Operating System)
  • HubSpot’s stat: 80% of purchase decisions are made before talking to sales
]]> In this debut episode of Unpacking the Brand, hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) are joined by John Hirko, Director of Growth at TheRiot Agency. Together, they explore the evolving role of growth leaders and how companies can align sales, marketing, and customer success through systems that scale brand intimacy.

From CRM adoption to bridging relationship selling with digital strategy, John shares actionable insights for manufacturers and B2B companies looking to modernize how they grow.

Chapters

  • 00:00 – Intro: Why we launched Unpacking the Brand
  • 01:28 – Guest intro: John Hirko and his role as Director of Growth
  • 03:17 – The evolution of the "Director of Growth" title
  • 07:13 – Common growth challenges in manufacturing
  • 08:53 – Why sales and marketing misalignment is so common
  • 10:52 – From people-to-people to brand-to-people trust
  • 13:21 – The importance of systems and centralized data
  • 15:17 – Case study: Helping a hidden champion scale up
  • 18:10 – Overcoming CRM adoption resistance from seasoned sales teams
  • 24:26 – How long does CRM implementation really take?
  • 30:06 – Practical branding tips for businesses on a budget
  • 32:58 – The 4 pillars of any successful growth effort
  • 38:35 – Investing smartly in marketing roles
  • 39:23 – Why marketing now leads sales in the B2B journey
  • 42:10 – Rapid Fire: John’s favorite brand, Super Bowl ads & more

Mentioned in This Episode

  • Book: Traction by Gino Wickman (EOS/Entrepreneurial Operating System)
  • HubSpot’s stat: 80% of purchase decisions are made before talking to sales
]]> Tue, 22 Apr 2025 08:28:55 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 2663 In this debut episode of Unpacking the Brand, hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) are joined by John Hirko, Director of Growth at TheRiot Agency. Together, they explore the evolving role of growth leaders and how companies can align sales, marketing, and customer success through systems that scale brand intimacy.

From CRM adoption to bridging relationship selling with digital strategy, John shares actionable insights for manufacturers and B2B companies looking to modernize how they grow.

Chapters

  • 00:00 – Intro: Why we launched Unpacking the Brand
  • 01:28 – Guest intro: John Hirko and his role as Director of Growth
  • 03:17 – The evolution of the "Director of Growth" title
  • 07:13 – Common growth challenges in manufacturing
  • 08:53 – Why sales and marketing misalignment is so common
  • 10:52 – From people-to-people to brand-to-people trust
  • 13:21 – The importance of systems and centralized data
  • 15:17 – Case study: Helping a hidden champion scale up
  • 18:10 – Overcoming CRM adoption resistance from seasoned sales teams
  • 24:26 – How long does CRM implementation really take?
  • 30:06 – Practical branding tips for businesses on a budget
  • 32:58 – The 4 pillars of any successful growth effort
  • 38:35 – Investing smartly in marketing roles
  • 39:23 – Why marketing now leads sales in the B2B journey
  • 42:10 – Rapid Fire: John’s favorite brand, Super Bowl ads & more

Mentioned in This Episode

  • Book: Traction by Gino Wickman (EOS/Entrepreneurial Operating System)
  • HubSpot’s stat: 80% of purchase decisions are made before talking to sales
]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Kenneth Theriot Randy Kessler Unpacking the Brand – Teaser Trailer Unpacking the Brand – Teaser Trailer trailer f17190ab-b276-4aac-9715-356c9e78797b https://share.transistor.fm/s/80b5fb3c Episode Description:
Welcome to Unpacking the Brand, your go-to podcast for everything business, branding, and innovation! Hosted by industry experts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling), this show explores what it really takes to build, grow, and differentiate a brand in today’s competitive landscape.

In this teaser, get a sneak peek at the exciting conversations ahead—insights from branding pros, real-world success stories, and cutting-edge strategies to help you stay ahead. Whether you’re a marketing professional, entrepreneur, or business leader, Unpacking the Brand delivers valuable perspectives you can apply right away.

Subscribe now, because the best brands don’t just happen—they’re built.

Show Notes:

📌 What to Expect in Unpacking the Brand:

  • Expert insights from branding, sales, and marketing leaders
  • Real-world case studies and success stories
  • Strategies for brand differentiation and customer engagement
  • The intersection of print, packaging, and digital branding
  • Actionable advice for business growth

🎙 Featured Voices in this Teaser:

  • Ken Theriot – Discussing brand differentiation
  • Katie Graham – The importance of customer-centric branding
  • John Hirko – Sales and marketing alignment for business success
  • Randy Kessler – Brand perception and customer touchpoints

🚀 Subscribe & Stay Connected:

  • Subscribe on Apple Podcasts, Spotify, or your favorite podcast app
  • Follow us on LinkedIn and Instagram for updates and insights

📩 Have a topic or guest suggestion? We’d love to hear from you! Email us at podcasts@theriot.agency.

👉 Don’t forget to rate and review the show—it helps us grow and reach more listeners like you!

]]> Episode Description:
Welcome to Unpacking the Brand, your go-to podcast for everything business, branding, and innovation! Hosted by industry experts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling), this show explores what it really takes to build, grow, and differentiate a brand in today’s competitive landscape.

In this teaser, get a sneak peek at the exciting conversations ahead—insights from branding pros, real-world success stories, and cutting-edge strategies to help you stay ahead. Whether you’re a marketing professional, entrepreneur, or business leader, Unpacking the Brand delivers valuable perspectives you can apply right away.

Subscribe now, because the best brands don’t just happen—they’re built.

Show Notes:

📌 What to Expect in Unpacking the Brand:

  • Expert insights from branding, sales, and marketing leaders
  • Real-world case studies and success stories
  • Strategies for brand differentiation and customer engagement
  • The intersection of print, packaging, and digital branding
  • Actionable advice for business growth

🎙 Featured Voices in this Teaser:

  • Ken Theriot – Discussing brand differentiation
  • Katie Graham – The importance of customer-centric branding
  • John Hirko – Sales and marketing alignment for business success
  • Randy Kessler – Brand perception and customer touchpoints

🚀 Subscribe & Stay Connected:

  • Subscribe on Apple Podcasts, Spotify, or your favorite podcast app
  • Follow us on LinkedIn and Instagram for updates and insights

📩 Have a topic or guest suggestion? We’d love to hear from you! Email us at podcasts@theriot.agency.

👉 Don’t forget to rate and review the show—it helps us grow and reach more listeners like you!

]]> Thu, 13 Mar 2025 09:21:08 -0700 Randy Kessler and Kenneth Theriot Randy Kessler and Kenneth Theriot 68 Episode Description:
Welcome to Unpacking the Brand, your go-to podcast for everything business, branding, and innovation! Hosted by industry experts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling), this show explores what it really takes to build, grow, and differentiate a brand in today’s competitive landscape.

In this teaser, get a sneak peek at the exciting conversations ahead—insights from branding pros, real-world success stories, and cutting-edge strategies to help you stay ahead. Whether you’re a marketing professional, entrepreneur, or business leader, Unpacking the Brand delivers valuable perspectives you can apply right away.

Subscribe now, because the best brands don’t just happen—they’re built.

Show Notes:

📌 What to Expect in Unpacking the Brand:

  • Expert insights from branding, sales, and marketing leaders
  • Real-world case studies and success stories
  • Strategies for brand differentiation and customer engagement
  • The intersection of print, packaging, and digital branding
  • Actionable advice for business growth

🎙 Featured Voices in this Teaser:

  • Ken Theriot – Discussing brand differentiation
  • Katie Graham – The importance of customer-centric branding
  • John Hirko – Sales and marketing alignment for business success
  • Randy Kessler – Brand perception and customer touchpoints

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]]> manufacturing marketing, customer-centric strategies, global marketing, technology in marketing, brand building, sales and marketing collaboration, personal branding, networking, AI in marketing, future of marketing No Joshua Long Randy Kessler Kenneth Theriot