Branding Articles
Digital branding for B2B companies can get complicated fast. Leadership wants visibility, the sales team wants leads yesterday, and marketing is managing a growing mix of digital channels—all while trying […]
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 […]
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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