Customer-Centric Branding in Manufacturing with Katie Graham
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
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.
Creators and Guests
Host
Kenneth Theriot
Ken Theriot is a brand strategist with over 20 years of experience in marketing, storytelling, and audience engagement. As the founder of TheRiot Agency, he has worked with businesses across industries to craft compelling brand narratives and build meaningful connections with their audiences. With a deep understanding of both creative storytelling and data-driven strategy, Ken brings a unique perspective to Unpacking the Brand, diving into how brands differentiate, evolve, and thrive in an ever-changing market.
Host
Randy Kessler
Randy Kessler is a seasoned professional with over 15 years of experience in sales, marketing, and brand strategy. As a key member of Labels and Labeling, he has built lasting connections across the print and packaging industry, working closely with businesses to understand their challenges and opportunities. With a deep knowledge of branding, customer engagement, and industry trends, Randy brings a thoughtful and conversational approach to Unpacking the Brand, exploring how brands evolve and connect with their audiences in meaningful ways.
Producer
Joshua Long
Joshua Long is a feature film, commercial and new media producer with more than a decade of experience. His experience in digital content production, planning and resource management provide tremendous value to TheRiot Agency’s production capabilities. He also manages TheRiot Agency’s subsidiary, Greenlit Entertainment.
