Loyalty, Leadership, and Labels: A Conversation with Alain Paquette of Artcraft
Join Ken Theriot and Randy Kessler as they sit down with Alain Paquette, President of Artcraft; a Canadian company delivering premium sustainable pressure-sensitive print solutions for packaged goods brands.
Alain shares why loyalty and resilience are at the heart of his business, how he navigated losing a major client right before COVID, and why refreshing your brand every 10 years helps companies stay relevant and aligned.
📌 Key takeaways:
Why loyalty is the foundation of a strong brand.
How to handle losing a major client without sinking.
Why rebranding every 10 years matters.
Lessons from Artcraft’s growth journey.
Chapters
00:00 – Welcome & Intro
01:06 – Meet Alain Paquette, President of Artcraft
02:19 – Career background & early experiences
05:50 – Becoming owner of Artcraft in 2012
07:14 – Defining what makes a brand successful
10:02 – Customer loyalty and creating value
13:34 – Knowing your ideal customer profile
17:34 – The role of an advisory group
25:12 – Losing a major client before COVID
29:42 – Lessons in resilience & rebuilding
31:08 – Artcraft’s rebrand and 10-year refresh philosophy
36:20 – Choosing the right vendors and partners
40:16 – Why loyalty matters in business relationships
41:06 – What’s next for Artcraft
42:22 – Rapid-fire branding questions (favorite brands, campaigns, books)
48:53 – Closing thoughts & advice
👉 Subscribe for more conversations on branding, leadership, and innovation.
#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience
Alain shares why loyalty and resilience are at the heart of his business, how he navigated losing a major client right before COVID, and why refreshing your brand every 10 years helps companies stay relevant and aligned.
📌 Key takeaways:
Why loyalty is the foundation of a strong brand.
How to handle losing a major client without sinking.
Why rebranding every 10 years matters.
Lessons from Artcraft’s growth journey.
Chapters
00:00 – Welcome & Intro
01:06 – Meet Alain Paquette, President of Artcraft
02:19 – Career background & early experiences
05:50 – Becoming owner of Artcraft in 2012
07:14 – Defining what makes a brand successful
10:02 – Customer loyalty and creating value
13:34 – Knowing your ideal customer profile
17:34 – The role of an advisory group
25:12 – Losing a major client before COVID
29:42 – Lessons in resilience & rebuilding
31:08 – Artcraft’s rebrand and 10-year refresh philosophy
36:20 – Choosing the right vendors and partners
40:16 – Why loyalty matters in business relationships
41:06 – What’s next for Artcraft
42:22 – Rapid-fire branding questions (favorite brands, campaigns, books)
48:53 – Closing thoughts & advice
👉 Subscribe for more conversations on branding, leadership, and innovation.
#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience
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.
