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!
Live from InfoFlex 2026: Industry Leaders Share the Real Pulse of Flexo
What’s really happening in the flexographic printing industry right now?
In this special episode of Unpacking the Brand, recorded live at InfoFlex 2026 in Milwaukee, hosts Ken Theriot and Randy Kessler talk directly with industry leaders to get an unfiltered view of the market.
From supply chain disruptions and economic uncertainty to AI adoption and workforce development, this episode captures the conversations shaping the future of packaging and print.
🎧 Subscribe for more insights on branding, business, and innovation.
Chapters
00:00 – Live from InfoFlex 2026
00:30 – Show kickoff and industry pulse
00:50 – Allen Rogers (Poly Mount): Waste reduction & customer needs
02:12 – Market outlook and optimism
03:22 – InfoFlex location and industry engagement
04:13 – Tyler Thomas (Anderson & Vreeland): AI & workforce challenges
05:10 – How AI is being used today
05:34 – InfoFlex format and traffic flow
06:15 – Keith Nagel (Flint Group): Supply chain & uncertainty
07:32 – Managing disruption through communication
08:16 – Global factors impacting the industry
08:53 – Industry feedback on InfoFlex changes
09:38 – Kevin McLaughlin (Flexo Concepts): Growth vs. headwinds
10:25 – Market outlook for the next 6–12 months
10:55 – Event format feedback
11:16 – Paul Teachout (FTA): Industry resilience & workforce development
12:32 – Overcoming headwinds as a community
13:47 – Closing thoughts
22 Apr 2026
Trade Shows Are Evolving (How to Fix Your Booth Strategy) with Rich Rodriguez
Trade shows are evolving and most brands are still doing them wrong.
In Episode 10 of Unpacking the Brand, Rich Rodriguez (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 Rodriguez
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
15 Jan 2026
How Community Becomes a Competitive Advantage with Peter van Teeseling
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
5 Dec 2025
Why LabelExpo Rebranded to LOUPE with Jade Grace
Jade Grace of Informa Markets discusses the strategic six-year rebranding of LabelExpo to LOUPE, driven by industry evolution and data, in an interview.
30 Oct 2025
Legacy Meets Innovation: Ben Urquhart on Two Centuries of Packaging Evolution
President Ben Urquhart discusses with hosts Ken Theriot and Randy Kessler how New Packaging & Display balances its legacy with innovation in corrugated packaging, including tariffs, technology, and sustainable operations, in this interview.
25 Sept 2025
Loyalty, Leadership, and Labels: A Conversation with Alain Paquette of Artcraft
President of Artcraft Alain Paquette discusses with hosts Ken Theriot and Randy Kessler how loyalty and resilience drive his business, including rebranding strategies and navigating client loss, in this interview.
14 Aug 2025
Label Expo Europe 2025 Preview with Chelsea McDougall
Chelsea McDougall of Labels & Labeling interviews host on automation and flexible packaging trends at Label Expo Europe 2025.
25 Jul 2025
Reinventing FTA: Nathan Ridnouer on the Future of Flexographic Printing
Flexographic Technical Association President Nathan Ridnouer discusses modernizing industry education, promoting volunteerism, and building trust through transparency in flexographic printing, interviewed by Randy Kessler and Ken Theriot.
19 Jun 2025
45 Years of Print Industry Wisdom with Paul Teachout
Printing industry veteran Paul Teachout shares his 45-year journey through flexographic innovation, leadership, and relationship-building in an interview, offering insights into automation and workforce development.
22 Apr 2025
Katie Graham on Customer-Centric Branding in Manufacturing
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.
22 Apr 2025
Secret of Scalable Growth with John Hirko
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
13 Mar 2025
Unpacking the Brand – Teaser Trailer
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 (https://www.linkedin.com/company/theriot-agency/) and Instagram (https://www.instagram.com/theriotagency) 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!
Who has been a guest on Unpacking the Brand
Names identified in recent episode analyses. Showing up to five guests.
Jade Grace
Ben Urquhart
Alain Paquette
Chelsea McDougall
Nathan Ridnouer
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
YouTube views
996
Score snapshot 15 Sept 2025
Apple Podcasts (US)
5.0 / 5
1 ratings
Podcast Authority Score: 15 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
3
Social presence
0
YouTube
64
Engagement
0
Contact Unpacking the Brand
Guest appearances
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