What does modern marketing look like inside a 175-year-old chemical company? In this episode of Beyond the Brand, Shelley Lusas, Marketing Director at Hubbard-Hall, shares how a lean team is making a big impact – blending bold creative ideas, consistent strategy, and the smart use of AI to stay ahead.

Shelley walks through how every campaign is built around three clear goals: brand awareness, lead generation, and competitive advantage. She talks about what it takes to build trust with internal and external partners, the importance of clarity across more than 500 chemistries, and how the team is helping customers achieve better results with less chemistry—online, on the show floor, and tank side.

You’ll hear the story behind a standout branding campaign involving rubber ducks, a last-minute logo refresh tied to the company’s 175th anniversary, and how Hubbard-Hall is optimizing its presence in a world where visibility in AI search is just as important as SEO once was.

This episode is a look at how thoughtful strategy and a creative mindset can reshape the way people think about industrial marketing—without losing sight of what matters most.