Branding Articles
Every B2B company that wants to scale knows that consistency matters. That’s where a brand standards guide comes in. It serves as the go-to resource for how your brand should […]
Trust isn’t something you can slap a tagline on and expect it to stick. It’s built slowly over time and can break in an instant. The way your brand shows […]
When marketing strategies go sideways, the symptoms often start small. Leads trickle in or disappear altogether. Messaging feels flat or unfocused. Campaigns don’t perform like they used to. These warning […]
Growing a business takes more than a good product or great service. It takes a brand that customers trust, remember, and want to come back to. If your brand feels […]
SWOT analysis has been a trusted tool in strategic planning for decades. It breaks things down into four parts: strengths, weaknesses, opportunities, and threats. The goal is to get a […]
Sometimes it’s obvious when things aren’t working. Sales start to flatten. Your team is confused about the message. You hear different answers when people describe what your company does. These […]
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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