How Legacy Companies Can Avoid Timing Out and Stay Relevant (with Mordy Kurtz from The Boxery) | Ep. 28

Distribution companies often rely on legacy relationships and a 20-year-old logo to drive sales. But what happens when the digital age brings fierce competition right to your doorstep? Host Kyler Nixon sits down with Mordy Kurtz, Marketing Director at The Boxery, to explore why a packaging supplier needs a distinct personality.

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Mordy explains how branding goes far beyond a simple visual identity. He details how an effective brand operates as a medium of connection, driving nostalgia, trust, and even excitement for something as straightforward as corrugated cardboard. From creating engaging unboxing videos for third-party logistics companies to understanding why a strong brand must be backed by exceptional customer service, this conversation lays out the reality of modern distribution marketing. Listeners will hear exactly why consistency builds trust and how to align visual design, written tone, and leadership vision to stay relevant in a highly competitive space.

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Guest Bio

Mordy Kurtz is the Marketing Director at The Boxery, a premier provider of packaging solutions founded in 1998 and headquartered in Brooklyn, New York. Since joining the company in June 2018, Mordy has shaped their organic marketing, visual design, and social media strategy, proudly adopting the tagline, "Keeping corrugated cool since 2018." Before dedicating his creative talents to the corporate sector, he co-founded the award-winning Hasidic folk-rock duo, Rogers Park Band. Mordy believes in building experiential brand connections and famously states that designing ads is his happy place.

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What We Cover

1. The Power of Unboxing: Why The Boxery launched unboxing videos for their own boxes to capture the customer experience for creators and ecommerce sellers.
2. Defining a Brand: Mordy explains why a brand is much more than a logo and acts as a direct medium of connection to build emotional trust with buyers.
3. Branding in Distribution: The shift from relying strictly on long-term relationships to using visual identity to fight off cheaper digital competition.
4. Passing the Squint Test: How colors, fonts, and patterns combine to make your brand instantly recognizable from a distance.
5. The Fyre Festival Effect: Why selling a highly attractive image will ultimately fail if your company lacks the actual customer service to back it up.
6. Aligning Tone and Design: Why your written copy must match your visual aesthetics to keep the brand accessible for everyday buyers instead of coming off as rigid.
7. Getting Executive Buy-In: The practical importance of looping founders into the rebranding process early to ensure your goals for staying relevant are perfectly aligned.

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Resources Mentioned

1. The Boxery
2. Fiverr
3. Alan Peters' book on branding
4. Building a StoryBrand