Branding Articles
Visual identity design is not just about your website. While that is where most companies start thinking seriously about design, the impact stretches much further. Visual identity means the consistent […]
When two divisions merge, a long list of action items usually takes center stage: realigning teams, restructuring systems, and redefining roles. But one key area often goes unaddressed until it […]
When a brand marketing strategy stalls out, it’s easy to blame the tactics. Maybe the copy wasn’t strong. Maybe the website didn’t land. But nine times out of ten, the […]
A website is one of the most public reflections of a brand. For B2B companies, where sales cycles are longer and trust matters more, getting that online presence right is […]
When companies go looking for creative agency services, the first thing they usually see is visuals. Slick headlines, beautifully designed concepts, clever campaign names, all the eye-catching stuff meant to […]
Once the discovery phase ends in brand consulting services, things do not slow down, they shift into gear. That is when the clarity we have established starts evolving into a […]
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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