Trade Shows Are Evolving (How to Fix Your Booth Strategy) with Rich Rodrigues

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

Trade Shows Are Evolving (How to Fix Your Booth Strategy) with Rich Rodrigues

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

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

Why LabelExpo Rebranded to LOUPE with Jade Grace

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

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