Branding Articles
Brand positioning that works in one city can quietly fall apart in another. Buyers in different regions hear different stories, see different claims, and walk away with mixed ideas of […]
Most B2B brands do not break overnight. They slowly drift into confusion as new products, acquisitions, and special programs stack up until no one can clearly explain what fits where. […]
Brand positioning in New York is not about sounding smart; it is about proving you are the safest, smartest choice in a high-pressure market. When buying committees are staring at […]
Strategic brand consulting is not just a new logo or a clever tagline. It is the work that shapes how your company is seen, how your teams talk about what […]
Make Brand Architecture Part of Your Deal Defense Pre-deal brand work is not “nice-to-have marketing cleanup.” It is risk defense. When deal flow picks up in the middle of the […]
Stress-Test Your Brand Architecture Before You Scale Growth plans feel exciting until they hit your brand. New products, new regions, or a fresh acquisition can seem like clear wins, but […]
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He Said, She Said: Razor Branding™ Podcast
- From Agency Life to In-House Strategy W/ Heather Johnson May 21, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Heather Johnson, marketing leader at TIE Industrial, to talk about what it really takes to build a performance-driven marketing function inside a multi-brand industrial company with a small team and long sales cycles. Heather shares how her […]Jaci Russo
- Frameworks Over Playbooks W/ Andy Weiss May 13, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Andy Weiss, CMO and marketing strategist, to talk about why the playbooks that got us here will not get us where we need to go – and what to do instead. Andy brings a perspective shaped by […]Jaci Russo
- 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