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…

  • Downtown Featured2

    Downtown Lafayette

    Downtown Lafayette The Challenge Most downtowns fell on hard times in the 80s as city planners moved their efforts towards the suburbs. Downtown Lafayette saw resurgence in the 90s, which eventually slowed to a crawl as development focused on new business corridors on the south side of town. The community lost its connection with what […]

  • LGMS Featured2

    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 […]

  • First Bank and Trust

    First Bank and Trust

    First Bank and Trust The Challenge During post-Katrina New Orleans, all banks were faced with the mass exodus of customers, thousands of foreclosures, and bankrupt businesses. First Bank and Trust, serving the Greater New Orleans and Gulf Coast region was no exception to the struggles of the community. The Approach RUSSO helped leverage the bank’s […]

  • Healing House Featured2

    Healing House

    Healing House The Challenge In an area with more than 300 Nonprofit Organizations, each holding multiple fundraisers, Healing House of Acadiana wanted to stand out from the crowd. Although their fundraiser, Family Adventure Day, is a unique experience, the event was not meeting projected growth by its third year. The Approach After gaining more insight, […]

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…



  • Branding, Relations and Love

    Branding, Relations and Love

    How to work with your agency to get the best results. LOVE CONNECTIONS Say the word “relationship” and you’ll receive varied reactions. Some find themselves involuntarily spinning back to high school, where relationships were often one-sided, requiring you to stand in someone’s front lawn just before midnight holding a stereo that blasts messages of love […]

  • What It Means To Localize Your Brand

    What It Means To Localize Your Brand

    And why so many National Brands still haven’t figured it out. For many national brands, one of the biggest challenges is how to find ways to connect with a local audience. For global brands such as Coke or Nike, this localization is of less concern due to the fact that they aren’t competing against established […]

  • Nike Just Does It with Colin Kaepernick

    Nike Just Does It with Colin Kaepernick

    Are they genius or insane? Time will tell. So, unless you have sworn off social media altogether, gotten rid of cable, or decided to head out into the woods for a life of solitary meditation, you have heard of the recent Nike deal featuring Colin Kaepernick in its new “Just Do It” campaign. Depending on […]

  • Why Hiring an Experienced Branding Professional is so Important

    Why Hiring an Experienced Branding Professional is so Important

    And how not hiring an experienced branding professional can cost you. On this particular day I found myself sitting in a meeting with people that I considered both successful and intelligent. I listened carefully as they spoke passionately about their company and the products they produced. They had an intense pride for what they’d accomplished, […]



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.