RUSSO is a strategic branding and communications firm based out of Lafayette, Louisiana. Here, we use consumer insight to develop branding and marketing initiatives that effectively change the conversation – forming emotional connections between brands and consumers.



Ochsner Health System is one of the largest independent academic health systems in the United States and Louisiana’s largest nonprofit health system. So it goes without saying that in Louisiana, Ochsner has no problem with brand awareness. Read More…

After more than half a century, regional construction company Manuel Builders suddenly became overrun by national companies known for using cheap materials, while caring little for the communities they served. Read More…

  • Natchez Featured2


    Natchez The Challenge Natchez, Mississippi: The city that time forgot. Without a major interstate running through it, Natchez had not developed like so many other towns. This disadvantage became an opportunity to build a whole new business in this town of Southern culture, grace, and beauty. The well-preserved antebellum homes and converted bed & breakfasts […]

  • St. Landry Featured2

    St. Landry Homestead

    St. Landry Homestead The Challenge In St. Landry Parish, Louisiana, there exist two long-standing banks that have similar brand identities and almost interchangeable names. People often mix up the two banks, which was a nightmare for everyone. Our client, St. Landry Homestead, was one of the two banks. Apart from the issues of mistaken identity, […]

  • LA HonorAir Featured2

    Louisiana Honor Air

    Louisiana Honor Air The Challenge Louisiana Honor Air is an organization of local citizens whose mission is to provide every able WWII Veteran the opportunity to personally view the World War II Memorial, dedicated to them in Washington, D. C., in 2004. Due to rising fuel costs and an ever-growing list of heroes who had […]

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    Lafayette General

    Lafayette General The Challenge Lafayette General Medical Center is a nonprofit, community-based, 353-staffed-bed facility and regional healthcare system that wanted to get a better return on their advertising investment. In addition, a three-year-long $70M remodel of the hospital was being overshadowed in the media by a brand new $220M hospital being built across town. Locals […]

Lafayette City-Parish Consolidated Government (LCG) came to RUSSO with the need to launch a safety campaign for the Lafayette Metropolitan Planning Organization’s (MPO) Bicycle and Pedestrian Safety and Healthy Community Education Program. Read More…



  • Camp Ozark, Emotional Connections and the Promise Behind the Brand

    Camp Ozark, Emotional Connections and the Promise Behind the Brand

    How to use emotional connections to build strong brands When it comes to branding, there is nothing more important than forming emotional connections with your audience. In the end, that’s the essence of what branding is all about – a person’s gut feeling about a product, service or organization. Sometimes these emotional connections are carefully […]

  • Branding for the Entrepreneur

    Branding for the Entrepreneur

    And how an Entrepreneur Can Build Brand Equity To be a successful entrepreneur in today’s world holds many challenges, which is evident by the rise and fall of businesses each day. Some explode onto the scene quickly and fade, while others thrive as they develop strong brands that stand the test of time. The ones […]

  • Get Coverage in Traditional Media

    Get Coverage in Traditional Media

    When it Comes to the Traditional Media, One-Size Does Not Fit All Your company has been working for weeks on a co-venture with another local business. You know this collaboration will be great for the local economy and benefit your area; it’s just the type of news story your local, traditional media (newspaper, radio, broadcast) […]

  • How to Keep Your Public Relations Focus on Your Audience

    How to Keep Your Public Relations Focus on Your Audience

    3 Techniques that Keep Your Public Relations Efforts Targeted on the People You are Trying to Reach Your team is a hard-working crew. They work tirelessly developing concepts, perfecting new services, and producing new products. When the project is finally complete, there are often hand-shakes, atta-boys, and high fives to celebrate a job well done. […]



At RUSSO, our philosophy is directly related to our process, which we call Razor Branding™. Razor Branding develops brands from the inside out, establishing a series of branded touchpoints that form emotional connections with the consumer. Developing these connections relies heavily on understanding the psychographics of consumer behavior, and not just demographic profiles that rarely tell the whole story.

Understanding perceptions, attitudes, beliefs, and the lifestyles of our clients’ consumers better position us to develop messaging that motivates individuals and best meets their needs – regardless of industry, size, location, or category.


Razor Branding works towards three primary goals at all times: Focus, Connection, and Harmony.

FOCUS- We identify your audience.  Then we use psychological profiling to discover what they think and how they feel. We get to know them personally — right down to what motivates them.

CONNECTION- We learn what resonates with your audience. Then we use your most unique qualities to bridge their wants with what you deliver.

HARMONY- We create a system of branded touchpoints for circulating your message through the right channels.




RUSSO is made up of marketing, advertising, communications and branding professionals from all over the country – having worked in diverse markets such as, Los Angeles, New York, Dallas, Nashville and Seattle. At our Louisiana offices, we like to refer to ourselves as “Boomerangers” – those individuals who left the state for a time, only to return with a renewed passion for their home. We believe this gives us a unique perspective on what our area has to offer, as well as the national experience to work within any market.



Welcome to our library of all things Branding. Here, you’ll find useful information on a wide variety of topics, including; branding, marketing, social media, media management and even advice and tips for small businesses. Feel free to have a look around, and download as many of our eBooks as you like. Then, shoot us an email with any questions you might have. We would love to hear from you.