How Community Becomes a Competitive Advantage with Peter van Teeseling

Community isn’t a buzzword—it’s a business strategy.

In this episode of Unpacking the Brand, Ken Theriot and Randy Kessler sit down with Peter van Teeseling, Executive Director of dScoop, to explore how trust, collaboration, and shared purpose create real competitive advantage in the digital print and packaging industry.

Peter shares real-world examples of competitors working together, practical uses of AI, and what it takes to build a community that actually drives growth.

Chapters
00:00 Introduction & Peter van Teeseling’s Background  
02:15 What dScoop Is and How It Started  
05:30 Competitors Working Together: The dScoop Model  
09:40 Why Trust Is the Foundation of Community  
14:20 Real Examples of Collaboration in Action  
19:30 How AI Is Actually Being Used in Print  
26:00 Scaling Intimacy in a Global Community  
32:15 Attracting Young Talent to the Industry  
38:10 Leadership, Culture, and Doing the Right Thing  
47:30 Measuring the Business Impact of Community  
54:10 Where to Learn More About dScoop  
57:00 Rapid Fire Questions & Closing Thoughts

Unpacking the Brand, Peter van Teeseling, dScoop, business community, leadership, collaboration, competitive advantage, print industry, digital print, packaging industry, brand strategy

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.

What is Unpacking the Brand?

Discover What’s Inside the World of Business, Branding, and Innovation

Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) as they dive deep into the strategies, stories, and innovations that drive brand success. Unpacking the Brand explores the intersection of marketing, sales, and customer experience, featuring insights from industry leaders, creative thinkers, and business visionaries.

While rooted in the print and packaging industry, this podcast broadens the conversation to include branding breakthroughs, sustainability, technology, and the challenges shaping today’s business landscape. Whether you’re a CEO, entrepreneur, or marketing professional, each episode delivers insider insights, expert interviews, and actionable takeaways to help you stay ahead in an ever-evolving market.

New episodes drop monthly, with special editions covering major industry trends and events.

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