Branding Articles
Brand awareness should do more than put your logo in front of people. In complex B2B sales, it should help move real deals forward, not just pump up a dashboard. […]
Learn how to spot and fix confusion in search, IA, sales decks, and procurement with brand architecture services that align B2B buyers and teams.
Learn the top missteps B2B leaders make when DIY branding and when to use brand identity design services to sharpen positioning and spur growth.
Use brand architecture services to streamline portfolio naming, align messaging, and improve website navigation so B2B buyers find you faster and convert more.
Turn Fragmented Markets Into One Coherent Brand System Multi-city growth sounds exciting until your brand starts to feel like five different companies sharing one logo. One city uses one tagline, […]
When Your Brand Architecture Quietly Starts Costing You Growth Brand architecture problems rarely show up as a neat little alert on a dashboard. They show up as stalled deals, confused […]
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He Said, She Said: Razor Branding™ Podcast
- B2C Thinking in a B2B World W/ Juliana Pereira May 6, 2026In this episode of the He Said, She Said: Razor Branding Podcast, Jaci and Michael sit down with Juliana Pereira, marketing consultant and fractional CMO, to talk about what B2B brands are getting wrong and what they could learn from the consumer world. Juliana brings a rare perspective, having worked across both sides of the […]Jaci Russo
- Building a Brand from the Inside Out w/ Michelle Herl April 30, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Michelle Herl, Vice President of Marketing at SOR Controls Group, to talk about what it really takes to build a marketing function from the ground up inside a mid-size industrial manufacturer – and keep it growing for […]Jaci Russo
- Legal Marketing and the Art of Standing Out W/ William McLaughlin April 22, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with William McLaughlin, Director of Marketing at McNees Wallace & Nurick LLC and founder of the BD Roundtable, to talk about what it really takes to build and market a law firm brand in one of the most […]Jaci Russo
- Scaling a Brand Across Locations w/ Laurie Leer April 16, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Laurie Leer of SingerLewak to talk about what it really takes to manage and grow a brand across multiple locations with a small but mighty team. Laurie shares how her team balances national brand consistency with local […]Jaci Russo
- Niche Branding w/ Howard Kelly April 9, 2026In this episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo sit down with Howard Kelly, Director of Marketing at S&S Cycle — a Wisconsin-based manufacturer that has been making Harley-Davidson motorcycles faster, louder, and more powerful since 1958. If you’ve ever wondered what it looks like to build a brand […]Jaci Russo