Unpacking the Brand

In this debut episode of Unpacking the Brand, hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) are joined by John Hirko, Director of Growth at TheRiot Agency. Together, they explore the evolving role of growth leaders and how companies can align sales, marketing, and customer success through systems that scale brand intimacy.

From CRM adoption to bridging relationship selling with digital strategy, John shares actionable insights for manufacturers and B2B companies looking to modernize how they grow.

Chapters

• 00:00 – Intro: Why we launched Unpacking the Brand
• 01:28 – Guest intro: John Hirko and his role as Director of Growth
• 03:17 – The evolution of the "Director of Growth" title
• 07:13 – Common growth challenges in manufacturing
• 08:53 – Why sales and marketing misalignment is so common
• 10:52 – From people-to-people to brand-to-people trust
• 13:21 – The importance of systems and centralized data
• 15:17 – Case study: Helping a hidden champion scale up
• 18:10 – Overcoming CRM adoption resistance from seasoned sales teams
• 24:26 – How long does CRM implementation really take?
• 30:06 – Practical branding tips for businesses on a budget
• 32:58 – The 4 pillars of any successful growth effort
• 38:35 – Investing smartly in marketing roles
• 39:23 – Why marketing now leads sales in the B2B journey
• 42:10 – Rapid Fire: John’s favorite brand, Super Bowl ads & more

Mentioned in This Episode

• Book: Traction by Gino Wickman (EOS/Entrepreneurial Operating System)
• HubSpot’s stat: 80% of purchase decisions are made before talking to sales

Episode Description:
Welcome to Unpacking the Brand, your go-to podcast for everything business, branding, and innovation! Hosted by industry experts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling), this show explores what it really takes to build, grow, and differentiate a brand in today’s competitive landscape.

In this teaser, get a sneak peek at the exciting conversations ahead—insights from branding pros, real-world success stories, and cutting-edge strategies to help you stay ahead. Whether you’re a marketing professional, entrepreneur, or business leader, Unpacking the Brand delivers valuable perspectives you can apply right away.

Subscribe now, because the best brands don’t just happen—they’re built.

Show Notes:

📌 What to Expect in Unpacking the Brand:

• Expert insights from branding, sales, and marketing leaders
• Real-world case studies and success stories
• Strategies for brand differentiation and customer engagement
• The intersection of print, packaging, and digital branding
• Actionable advice for business growth

🎙 Featured Voices in this Teaser:

• Ken Theriot – Discussing brand differentiation
• Katie Graham – The importance of customer-centric branding
• John Hirko – Sales and marketing alignment for business success
• Randy Kessler – Brand perception and customer touchpoints

🚀 Subscribe & Stay Connected:

• Subscribe on Apple Podcasts, Spotify, or your favorite podcast app
• Follow us on LinkedIn and Instagram for updates and insights

📩 Have a topic or guest suggestion? We’d love to hear from you! Email us at [email protected].

👉 Don’t forget to rate and review the show—it helps us grow and reach more listeners like you!