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PODCAST

Between 2 Brands Podcast

In this weekly podcast - available in both audio and video formats - industry thought leader Bill Petrie, CAS, welcomes a guest week to share some candid thoughts on the world of marketing, branding, and branded merchandise with a heavy dose of wit and humor. Also, Bill asks "Five Easy Questions" to each guest that are not always what they seem. Tune in every Friday at 7:00 AM Central!

business

All Episodes

00:39:59

Ep. 46 - Promo UPFront Reunion

Between 2 Brands Podcast ·

2025/11/28

If it’s the blackest of all Fridays, then you know it’s time for Ep. 46 of the Between 2 Brands #podcast with Bill Petrie! This week, Bill shares the things he’s grateful for from the perspective of a solopreneur before a Promo UPFront REUNION with the one and only, Kirby Hasseman. Without getting into specifics (you’ll have to listen), the topics are wide-ranging, insightful, and always have a dash of humor. Plus, there might be a little rapid fire at the end of the podcast.A BIG thanks to our

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00:39:58

Ep. 45 - Tim Andrews from ASI

Between 2 Brands Podcast ·

2025/11/21

It’s Friday and time for a VERY special edition of the Between 2 Brands #podast with Bill Petrie! Why is it special? We’re glad you silently asked – it’s special because today we are having a conversation with the soon-to-be retiring President and CEO of ASI, Tim Andrews. It’s a fantastic dialog where Tim reflects on his journey before working in the promotional products industry, lessons he’s learned, what has meant the most to him, and what will miss when he’s sipping on an Aperol Spritz in

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00:42:17

Ep. 44 - Jill Stirnkorb from California Tattoos

Between 2 Brands Podcast ·

2025/11/14

It’s Friday and time for Ep. 44 of the Between 2 Brands #podcast with your host, Bill Petrie! This week, Bill shares a peek behind the scenes about planning for the PromoCruise and the work it takes during the event to give it every chance to be a resounding success. After that little preamble, Bill is joined by Jill Stirnkorb from California Tattoos and she asks a bit about the “why” of Promocations and the reasons it matters before she is grilled with “Five Easy Questions” discussing joining a new

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00:41:39

Ep. 43 - Matt Shucart from APS Promos

Between 2 Brands Podcast ·

2025/11/07

It’s the first Friday of November which means it’s time for Ep. 43 of the Between 2 Brands #podcast with Bill Petrie! This week, Bill shares his biggest concern about the proliferation of AI and how best to mitigate it. After that, he is joined by Matt Shucart of APS Promos where they talk about the Van Halen of merch, the bad karaoke of branding, and what piece of promo might best fit Ozzy Osbourne. Before long, Matt is subjected to five easy questions from Bill, and they get deep about what it’s

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00:33:53

Ep. 42 - Jon Norris from HIT Promotional Products

Between 2 Brands Podcast ·

2025/10/31

It’s Halloween AND time for a spooky episode of the Between 2 Brands #podcast with Bill Petrie! This week, Bill kicks off the podcast by talking about the increasing distrust management seem to have in the workplace and suggests a different approach based on results. After that, Bill is joined by Jon Norris from Hit Promotional Products where they discuss his industry journey, digital transformation, PromoStandards, PromoKitchen, and maybe even some Buffalo Bills talk! It’s a very candid

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00:37:59

Ep. 41 - Ellen Tucker from PPAI

Between 2 Brands Podcast ·

2025/10/24

If it’s Friday, then it’s time for a brand-new episode of the Between 2 Brands #podcast with Bill Petrie! To kick off Ep. 41, Bill talks about the fragility of cloud-based internet services in wake of the major outage this past week and bids a fond “adieu” to part of the world wide web that no longer exists. Afterwards, Bill welcomes the Chief Revenue and Experience Officer at PPAI, Ellen Tucker and, frankly, she takes over by holding back her questions for Bill until she responds to Bill’s queries

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00:39:24

Ep. 40 - Kara Keister from Social Good Promotions

Between 2 Brands Podcast ·

2025/10/17

Oven-fresh and piping hot, it’s Ep. 40 of the Between 2 Brands #podcast with Bill Petrie! To start the show, Bill shares his thoughts on the ASI Power 50 and, perhaps, offers an opinion or three about what seemed to be missing. After that, Bill is joined by Kara Keister from Social Good Promotions where they talk about being serial volunteers and the impact that has had on their careers before Bill asks Kara “Five Easy Questions.” They cover a lot of ground including why doing good in commerce

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00:40:18

Ep. 39 - Danny Henderson from C&C Marketing

Between 2 Brands Podcast ·

2025/10/10

If it’s Friday, then you know it’s time for Ep. 39 of the Between 2 Brands #podcast with Bill Petrie! This week, Bill talks about managing stress as a solopreneur before welcoming Danny Henderson of C&C Marketing. During their discussion, they discuss rebounding from losing a significant client, learning to go it on your own after being part of a family business, and why Whataburger is better than any fast-food the left coast has to offer.A BIG thanks to our pals over at Seven Sourcing for

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00:45:57

Ep. 38 - RJ Hagel from Promo CMO

Between 2 Brands Podcast ·

2025/10/03

It’s the first Friday of October which means it’s time for a farm-fresh episode of the Between 2 Brands #podcast with Bill Petrie. This week, Bill shares his thoughts on death of the ban on noncompete clauses and why companies need to start viewing them differently. Then, Bill is joined by the Promo CMO himself, RJ Hagel, where they talk about values in business and the merits of smoking meat for therapy. After that, Bill asks RJ “Five Easy Questions” where they delve deep into industry marketing –

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00:31:47

Ep. 37 - Mitch Petrie from RadioAlabama

Between 2 Brands Podcast ·

2025/09/26

It’s Friday and time for a very special and fun episode (37 if you’re keeping score at home) of the Between 2 Brands #podcast with your host, Bill Petrie! This week Bill shares his thoughts about a huge lawsuit in the branded merchandise industry and the potential impact it has for service providers moving forward. After that bit of news, Bill welcomes his son, Mitch Petrie from RadioAlabama, to talk about what it means for an organization when there’s a sudden and unexpected change in leadership

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00:29:22

Ep. 36 - Brittany Frase from MadeToOrder Returns

Between 2 Brands Podcast ·

2025/09/19

You KNOW it’s Friday when a hot, fresh, and made to order episode of the Between 2 Brands #podcast drops. To kick off the show your host, Bill Petrie, talks about the retirement announcement of Tim Andrews from ASI and the legacy he leaves behind. After that, Bill is joined by a returning guest, Brittany Frase, now from MadeToOrder. During their banter, they discuss using AI in meetings and at tradeshows before Bill asks her, “Five Easy Questions” about her transition back to the distributor side,

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00:31:21

Ep. 35 - Jason Nokes from PromoPulse

Between 2 Brands Podcast ·

2025/09/12

Heck yes, it’s Friday and time for Ep. 35 of the Between 2 Brands #podcast with Bill Petrie! At the top of the show, Bill talks about the BLISTERING start of the branded merchandise “silly season” including people on the move, what it means, and reverberations throughout the industry. After that, Bill welcomes Jason Nokes from PromoPulse where they talk about the need for better representation throughout the industry for business service providers and then launch into “Five Easy Questions.” Oh, and

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00:27:09

Ep. 34 - Robert Williams from Your Brand Unleashed

Between 2 Brands Podcast ·

2025/09/05

It’s Friday and time for an international edition (Ep. 34) of the Between 2 Brands #podcast with Bill Petrie delivered piping hot out of the broadcasting oven just for you! To kick things off, Bill talks about the need for better education using a really dumb post in the Promotional Products Pros Facebook group. Once that bit of complaining is out of the way, Bill welcomes Robert Williams all the way from Australia to the podcast where they talk about the cultural differences in the use of AI, the

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00:25:23

Ep. 33 - (JGR) Jessica Gibbons Rauch from PPAI

Between 2 Brands Podcast ·

2025/08/29

If it’s the Friday before a long Labor Day weekend, then you know it’s time to drop Ep. 33 of the Between 2 Brands #podcast with Bill Petrie. This week, Bill talks about the 2025 PPAI board slate and shares what he feels the board might be missing. After that, he welcomes Jessica Gibbons Rauch from PPAI where they talk about the shifting needs of education in the promotional products industry before Bill asks Jessica the questions most are afraid to ask, getting to the real truth during a lightning

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00:43:13

Ep. 31 - Dale Denham from eXtendTech

Between 2 Brands Podcast ·

2025/08/22

Served up hot and fresh just for you, it's Ep. 32 of the Between 2 Brands #podcast with Bill Petrie. To kick off the show, Bill shares some very candid professional and personal thoughts about the retirement of HALO CEO, Marc Simon. Soon thereafter, Bill welcomes the CEO of eXtendTech, Dale Denham. Before launching into “Five Easy Questions,” they talk about what growth – and success – looks like for solopreneurs. Speaking of the “Five Easy Questions,” you really don’t want to miss out on the candid

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00:35:20

Ep. 31 - Eric Granata from PromoPilot

Between 2 Brands Podcast ·

2025/08/15

It’s Friday and we are already half-way through August, so why not drop a brand-new episode of the Between 2 Brands #podcast with your host, Bill Petrie! This week, Bill shares a disappointing encounter with someone in the Promotional Products Professionals Facebook group and why we all need to have more grace with companies and individuals. Soon thereafter, Bill is joined by Eric Granata from PromoPilot where they discuss Bill’s bizarre fascination with weird snack food collabs and someone who

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00:38:22

Ep. 30 - Bill & Kirby Ride Again (ASI Top 40 2025)

Between 2 Brands Podcast ·

2025/08/08

If it’s Friday, then you know that means a white-hot episode of the Between 2 Brands #podccast with your host, Bill Petrie. For episode 30, we have something very special after Bill shares the ways branded merchandise pros have dramatically grown their businesses in the past three years. That something special? The dramatic return of Kirby Hasseman to dissect and discuss the ASI Top 40. The classics truly never go out of style.A HUGE thanks to our friends over at SHEPENCO for sponsoring this

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00:50:29

Ep. 29 - Michele Bell from ASI

Between 2 Brands Podcast ·

2025/08/01

It’s the first Friday of August which means it’s time to drop Ep. 29 of the Between 2 Brands #podcast! This week your host, Bill Petrie, shares a recent study showing that consumers are becoming increasingly negative toward the use of AI in marketing, his thoughts on what it means, and how to strike the right balance. After that bit of human authenticity, Bill welcomes the Senior Vice President at ASI, Michele Bell to the podcast where they discuss some of the most provocative stats from the

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00:39:45

Ep. 28 - Liza Sachs from Kaeser & Blair

Between 2 Brands Podcast ·

2025/07/25

That’s right, it’s Friday and time for Ep. 28 of the Between 2 Brands #podcast with your host, Bill Petrie! This week, Bill gives a bit of a recap of the recent Promocations event in Los Cabos, Mexico, before welcoming Liza Sachs, the CRO at Kaeser & Blair, to the podcast. Before getting to the “Five Easy Questions,” they talk about some of the people they’ve learned from during their respective careers and the things in life they didn’t know were a big deal…until they WERE a big deal. Some really

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00:36:45

Ep. 27 - Mike Eaton from Lori Eaton and the World of...

Between 2 Brands Podcast ·

2025/07/18

Served up hot and fresh just for you, it's Ep. 27 of the Between 2 Brands #podcast with Bill Petrie. This week, Bill shares some branded merch industry quick hits before welcoming the Master of the Multi-Line, Mike Eaton to the show. They discuss how the industry needs to change and what the true key to success in promo is. After that, Bill asks Mike “Five Easy Questions” where Bill digs deep on Mike’s comedy dream and what it takes to find success. You really don’t want to miss this fantastic,

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