Branding Articles
B2B brands live or die by how well they communicate. You can have the most advanced product or offer unmatched service, but if your messaging doesn’t land, none of that […]
A strong logo doesn’t just look good—it works hard. It’s the face of a business, a handshake with every new customer, and the silent ambassador for what the company stands […]
Introduction Crafting a brand story that stands out requires more than just facts and figures. It’s about painting a picture of who you are and what your brand represents. When […]
There’s a difference between having a brand and having a strategy behind your brand. Most B2B companies didn’t start with a clear brand strategy. Maybe the focus was on getting […]
Brand identity is more than a logo or color scheme. It’s how people recognize, relate to, and remember your business. When clearly defined, it becomes the face and voice of […]
Building a strong brand strategy is one thing. Putting it into action is a whole different challenge. For B2B companies, strategy isn’t just about making a statement. It’s meant to […]
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He Said, She Said: Razor Branding™ Podcast
- 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
- Strategy Before Tactics – Building Marketing That Actually Works W/ Danielle Dobbs June 4, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Danielle Dobbs, First Vice President of Marketing and brand positioning expert, to talk about what it really takes to build marketing that works when budgets are limited, audiences are distracted, and the temptation to skip strategy and […]Jaci Russo
- Relationships Over Rates – Community Banking Done Right W/ Bryce McCuin May 28, 2026In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Bryce McCuin, Director of Marketing at BankSouth, to talk about what it really takes to build an authentic brand inside a community bank competing against institutions with far bigger budgets. Bryce brings a rare perspective shaped by […]Jaci Russo