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.Chapters00:00 – Welcome & Intro01:06 – Meet Alain Paquette, President of Artcraft02:19 – Career background & early experiences05:50 – Becoming owner of Artcraft in 201207:14 – Defining what makes a brand successful10:02 – Customer loyalty and creating value13:34 – Knowing your ideal customer profile17:34 – The role of an advisory group25:12 – Losing a major client before COVID29:42 – Lessons in resilience & rebuilding31:08 – Artcraft’s rebrand and 10-year refresh philosophy36:20 – Choosing the right vendors and partners40:16 – Why loyalty matters in business relationships41:06 – What’s next for Artcraft42:22 – 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