What do you do when your product is technical, your industry is traditional, and your competitors all look the same? You build a brand people actually remember. Stephanie sits down with Josh Rozman of Oberlin Filter Company, USA to unpack how a one-person marketing team introduced Phil—a spokes-character that made industrial filtration feel approachable, human, and impossible to ignore. They cover the real risk of playing it safe, how to pitch bold ideas internally, and why buyers are still buyers… because they’re still human.

Connect with Josh: 

https://www.linkedin.com/in/joshrozman/ 

Connect with Stephanie:

https://lancmarketing.com/ 

https://www.linkedin.com/in/stephanieapryor/ 

Show Notes:

Oberlin Filter Company, USA - https://www.oberlinfilter.com/ 

See Josh and other amazing industrial marketing experts speak at the Industrial Marketing Summit (IMS) 2026 - https://industrialmarketingsummit.com/ 

Klunk & Millan Advertising - https://klunkmillan.com/