Unpacking the Brand
Unpacking the Brand
Podcast Description
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!
Podcast Insights
Content Themes
The podcast focuses on business, branding, and innovation, covering topics such as marketing strategies, sustainability in branding, technology's role in customer experience, and real-world case studies. Episodes dive into brand differentiation challenges and customer engagement strategies, for instance, through discussions on the impact of print and packaging in digital branding.
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!
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.
Disclaimer
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