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
- 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
- Serve First, Sell Never: Relationship Marketing w/ Chelsea Vonder Haar July 8, 2026Most mortgage companies compete on rate. Chelsea Vonder Haar competes on relationship. In this episode of He Said, She Said: Razor Branding™, Jaci and Michael talk with Chelsea Vonder Haar, the first-ever Chief Marketing Officer at USA Mortgage, about building a national marketing engine for 200+ loan officers — without stadium naming rights or a […]Jaci Russo
- Breaking Through the B2B Noise w/ Joya Scarlata June 25, 2026In B2B marketing, the biggest challenge isn’t always budget or bandwidth – it’s standing out in a market where every competitor looks, sounds, and says the same thing. In this episode, Jaci and Michael sit down with Joya Scarlata, Director of Marketing at InterraIT, a B2B IT services firm serving clients across industries from automotive […]Jaci Russo
- From First to Five Nine: Rebranding with Purpose w/ Jeff McCarthy June 18, 2026What does it take to walk away from a name your organization has carried for over 160 years – and replace it with something no one has ever heard? For Jeff McCarthy, SVP and Marketing Director at Bank Five Nine, it took research, courage, a tight-knit team, and an unwavering commitment to standing out in […]Jaci Russo