Discover What’s Inside the World of Business, Branding, and InnovationJoin 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 compell
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Unpacking the Brand is a business podcast hosted by Randy Kessler and Kenneth Theriot, with 12 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.
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Randy Kessler and Kenneth Theriot hosts Unpacking the Brand, a business show with 12 episodes published.
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Episode #11
Live from InfoFlex 2026: Industry Leaders Share the Real Pulse of Flexo
May 12, 202614 min
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
Trade Shows Are Evolving (How to Fix Your Booth Strategy) with Rich Rodrigues
Apr 22, 20261h 12m
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
How Community Becomes a Competitive Advantage with Peter van Teeseling
Jan 15, 20261h 2m
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
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
Legacy Meets Innovation: Ben Urquhart on Two Centuries of Packaging Evolution
Oct 30, 20251h 4m
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
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