Branding Articles
When it comes to advertising in B2B industries, the goals are rarely quick wins. You’re not chasing impulse buys or seasonal surges. The real objective is sustained growth, deeper relationships, […]
You can build the perfect product, hire a great sales team, and launch all the right campaigns, but if your brand identity isn’t clicking with the people you’re trying to […]
When a B2B business hits a wall in growth, most teams look to fix marketing tactics, sales processes, or lead generation. But sometimes, the real issue isn’t about what you’re […]
Every business communicates a message to customers, whether they mean to or not. That message shows up through emails, websites, social posts, packaging, tone, and even how quickly someone responds […]
Most B2B companies don’t start with branding problems. They start with goals—better leads, higher retention, more sales. But when those numbers stall or start to slip, the root of the […]
Professional service businesses often rely heavily on trust, expertise, and relationships. Unlike products that can sit on a shelf, your business is built on what clients think and feel when […]
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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