Branding Articles
Brand alignment should not feel like a fuzzy idea. For complex B2B teams, it can be a real edge, but only if you treat it like any other part of […]
Brand alignment is not a nice-to-have idea you talk about at an offsite; it is the practical glue that keeps customer experience, sales, and marketing moving in the same direction. […]
New York B2B brands spread across boroughs face a clear problem: the more locations you add, the messier your message can get. When Manhattan says one thing, Brooklyn says another, […]
Sub-brands can help you grow, but they can also quietly chip away at revenue if you launch them without a plan. When a new name, a new logo, or a […]
New York B2B firms live with a brand headache every day: one market, three very different worlds. You are selling into NYC, Upstate, and the Tri-State area, and each group […]
Rapid growth is great until your brand starts to feel like a junk drawer. After a few fast years of product launches, bolt-on services, or acquisitions, you end up with […]
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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