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

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