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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#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience

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!

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!

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

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 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

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!