Branding Articles
Racing through brand development might feel like progress, but it's more like hitting the gas on a car with an empty tank. The pressure to get something—anything—out the door can […]
Working with a design agency can be a huge opportunity or a serious drain on your time and budget. The right partner brings creative energy, strategic insight, and a level […]
When your business is ready for a brand identity package, the choices can get overwhelming fast. There’s pressure to pick something smart and lasting, but also something that feels right […]
Building a smart brand strategy is one thing. Executing it well across different parts of the business is another. That’s where many B2B companies start to lose momentum. A strategy […]
Marketing agencies often come in with high energy and big ideas. They build campaigns, produce content, and aim for results. But even strong execution can falter when it misses the […]
Customer experience might not be the first thing that comes to mind when thinking about B2B branding, but it should sit near the top of the list. Even in 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