Branding Articles
B2B buyers move faster now, talk to more people, and give less attention to anything that sounds average. If your brand feels like category wallpaper, AI tools and buying committees […]
Mid-year is when many B2B leadership teams pause, look at the numbers, and ask a hard question: Is our brand helping us hit revenue goals, or quietly holding us back? […]
Unlock Hidden Value with a Strategic Brand Identity Audit A brand identity audit sounds fancy, but it is really just a smart checkup for your brand. For complex B2B companies, […]
Use Brand Identity Audit Results as a Strategic Wake-up Call Getting a thick brand identity audit dropped on your desk is not always fun. It is easy to skim the […]
Most B2B teams are closer to strong brand positioning than they think. The problem is not ideas; it is that sales decks, emails, demo scripts, proposals, and RFP answers all […]
Mid-year in New York is a reality check. Budgets reset, leaders review results, and everyone starts eyeing what comes next. For B2B teams, it is the perfect moment to ask […]
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He Said, She Said: Razor Branding™ Podcast
- Betting on Yourself: Building a Fractional CMO Practice w/ Michelle Krier September 30, 2026In February, her role was eliminated. By March, she’d filed her LLC. By the end of May, she’d landed her first client. That’s the timeline Michelle Krier walks us through in this episode – and it’s a masterclass in what it actually looks like to bet on yourself when the decision gets made for you. […]Jaci Russo
- One Name. Five Banks. A State to Win. W/ Stan Sorensen September 23, 2026Most banks say they’re community-focused. Altabank had to prove it by tearing down the names people trusted most. In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Stan Sorensen, Chief Marketing Officer at Altabank, a Utah-based community bank with over a century of history and a footprint that […]Jaci Russo
- How Senior Marketers Actually Land Their Next Job w/ Elda Macias September 16, 2026The average tenure for an in-house marketer is 18 months. That means nearly everyone in this profession will face a job search — probably more than once. The question is whether you’ll be ready when it comes. In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Elda Macias, […]Jaci Russo
- Marketing a Brand Nobody Can See w/ Loree Faucett September 9, 2026Kicking Off Year 10 In IT services, everyone says the same thing. We’ll handle your tech. We’ll keep you safe. We’ll be there when you need us. So how do you build a brand that actually means something when your product is invisible and your buyer never wants to think about you? We’re kicking off […]Jaci Russo
- B2C Thinking in a B2B World. It Works. W/ Erik Koenig July 16, 2026Most B2B marketers think branding is a logo and a tagline. Erik Koenig thinks it’s a line on the floor left by a robot. And that instinct is exactly what separates a trusted brand from another systems integrator in a sea of sameness. In this episode of He Said, She Said: Razor Branding™, Jaci and […]Jaci Russo