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
- 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
- Thought Leadership as a Growth Strategy W/ Wendy Gugora June 11, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Wendy Gugora, Director of Marketing at Prairie Capital Advisors, to talk about what it really takes to market a boutique investment banking firm in a space where the service is deeply personal, the sales cycle is long, […]Jaci Russo