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Build a brand story people actually remember, with Katherine Touminen

The Dead Pixels Society Podcast

Chapters
0:00
Welcome And Guest Introduction
0:50
From Product Placement To Ethics
2:42
Find The Turning Point Story
5:57
Repeat The Message Without Stale
11:24
Sell Emotion Not Discounts
12:36
Make Printing Feel Tangible
14:38
Events And Strategic Partnerships
16:08
ROI Metrics And Follow Up Systems
18:45
Narrow The Offer Without Overwhelm
21:22
Use AI For Market Research
24:16
Time Management And Saying No
26:33
Where To Learn More
The Dead Pixels Society Podcast
Build a brand story people actually remember, with Katherine Touminen
Jun 24, 2026 Season 6 Episode 272
Gary Pageau

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You can put a famous face next to a brand and still end up with marketing that goes nowhere. What actually moves people is trust, specificity, and a story that feels human, especially in the photo imaging industry where the product is memory, emotion, and identity.

Gary Pageau sits down with Katherine Tuominen from Catalyst Brand Strategy to unpack ethical marketing in a practical way: serving the customer’s needs, avoiding misleading edits or “Franken-grabbing,” and building a message you can repeat without sounding robotic. We get concrete about brand storytelling, from finding the turning point that sparked the business to adding the gritty details that make someone say, “I’ve been there.” Tuominen shares how to keep your core narrative consistent while refreshing it with timely lenses like AI, anniversaries, and local moments.

We also talk photography business marketing beyond discounts, including how to sell the value of photo printing, photo books, wall art, and prints by leaning into tactile, analog appeal. If you’re thinking about in person events, we break down “event activations,” strategic partnerships, sponsors, and how to track ROI with QR codes, UTMs, email nurture campaigns, and clear objectives. Wrap it all with a hard truth for small business owners: growth often requires saying no and focusing on what actually moves the needle.

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Hosted and produced by Gary Pageau
Announcer: Erin Manning