IDEAS THAT
CHANGE THE CONVERSATION.

The Power of Owning One Thing

Ask a company what it wants to be known for, and you’ll usually get a pretty ambitious answer. They want to be known for their expertise, customer service, quality,…

Brand as Culture w/ Neville Billimoria

With Neville Billimoria, Mission Federal Credit Union

How does a credit union grow from $1 billion to $7.5 billion in assets? Not with one big idea, according to Neville Billimoria. It took a lot of base hits. In this…

Brand Buy-In Starts at the Top

In almost every branding project, there’s a familiar moment when you present the new strategy to leadership. The positioning is clear. The messaging makes sense. The…

Marketing in Reverse w/ Andy Plank

With Andy Plank, Refreshed Tech

What if the hard part of your marketing isn’t selling your product, but convincing people to hand it over? For Andy Plank, Director of Marketing at Refreshed Tech, about…

Your Followers Aren’t All Customers

There’s something deeply satisfying about watching your follower count go up. Another 100 followers feels good. Another 1,000 feels even better. Put a little upward…

Beyond Inbound w/ Lindsey Thiele

With Lindsey Thiele, ZTERS

What do you do when you’re hired as a company’s very first CMO, and the entire business has been fed by Google Ads and inbound calls? For Lindsey Thiele, the answer was…

What Your Homepage Should Be Doing

Your homepage is probably one of the most visited pages on your website, which means it has a fairly important job to do. Unfortunately, a lot of homepages seem to have…

Are You Measuring the Right Marketing Metrics?

Marketing reports have a wonderful ability to make everything look productive. Impressions are up. Website traffic increased. The company gained followers. Engagement…

Marketing the Machines w/ Jon Star

With Jon Star, Methods Machine Tools

What does it take to convince a room full of salespeople who love their paper brochures that marketing can actually drive revenue? For Jon Star, Director of Marketing at…

Why Being the Cheapest Isn’t a Strategy

There’s a wonderfully simple strategy available to any company struggling to differentiate itself: just be cheaper. Your competitor charges $100? Charge $90. They drop…

Betting on Yourself: Building a Fractional CMO Practice w/ Michelle Krier

With Michelle Krier, Foxbridge Consulting

In February, her role was eliminated. By March, she’d filed her LLC. By the end of May, she’d landed her first client. That’s the timeline Michelle Krier walks us…

Leadership Shapes Reputation

We spend a lot of time talking about the things that shape a brand. Messaging matters. Visual identity matters. Marketing matters. Customer experience matters. But…

One Name. Five Banks. A State to Win. W/ Stan Sorensen

With Stan Sorensen, Altabank

Most banks say they’re community-focused. Altabank had to prove it by tearing down the names people trusted most. In this episode of He Said, She Said: Razor Branding™,…

Why Should Someone Trust You?

Spend a little time browsing company websites and you’ll discover something remarkable: every business in America is trustworthy. Everyone is reliable. Everyone puts…

How Senior Marketers Actually Land Their Next Job w/ Elda Macias

With Elda Macias, Financial services

The average tenure for an in-house marketer is 18 months. That means nearly everyone in this profession will face a job search — probably more than once. The question is…

Your Competitors Shouldn’t Dictate Your Strategy

Every company watches its competitors. You should know who they are, what they’re saying, where they’re showing up, and how they’re positioning themselves. Pretending…

Marketing a Brand Nobody Can See w/ Loree Faucett

With Loree Faucett, Intelligent Technical Solutions

Kicking Off Year 10 In IT services, everyone says the same thing. We’ll handle your tech. We’ll keep you safe. We’ll be there when you need us. So how do you build a…

Your Elevator Pitch Needs an Elevator

There are few questions in business that sound easier than, “What does your company do?” It should be a softball. You know the company. You work there. In some cases,…

Prospecting Isn’t the Problem. Finding Time to Do It Is.

Most people responsible for sales or lead generation know exactly what they’re supposed to be doing. Keep the pipeline full. Find new opportunities. Reach out to the…

Simplicity Wins | Why Clear Brand Messaging Drives Better Results

There’s a funny thing that happens when you ask a room full of smart people to simplify a message. Everyone agrees it’s a great idea right up until something actually…

What Problem Does Your Brand Actually Solve?

Ask a company what it does, and you’ll usually get an answer pretty quickly. We manufacture this. We provide that service. We specialize in these solutions. If there’s a…

Should You Really Post Every Day? | A Smarter Content Strategy for B2B Brands

Spend about five minutes on LinkedIn and you’ll eventually run into someone confidently telling you the secret to marketing success. Post every day. No, twice a day.…

Why Customer Service Is One of Your Most Powerful Marketing Tools

Ask most people who owns marketing, and you’ll probably get the same answer. “The marketing department.” Technically, that’s true. They’re creating campaigns, managing…

What Happens to Sales When Your Brand Stops Keeping Up

Every business owner has had that meeting. Sales are softer than expected. Leads aren’t converting the way they used to. Competitors seem to be winning projects that…

Your Brand Has Blind Spots. Here’s How to Find Them.

Have you ever rearranged a room in your house and suddenly thought, “Why didn’t I do this years ago?” Nothing new was added. Nothing dramatic happened. You simply looked…

B2C Thinking in a B2B World. It Works. W/ Erik Koenig

With Erik Koenig, Hy-Tek Intralogistics

Most 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…

Your Marketing Budget Isn’t the Problem. Where You’re Spending It Might Be.

One of the questions I hear most often is, “How much should we be spending on marketing?” It’s a fair question, but it’s usually the wrong one. A better question is,…

Serve First, Sell Never: Relationship Marketing w/ Chelsea Vonder Haar

With Chelsea Vonder Haar, USA Mortgage

Most 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…

Your Biggest Content Problem Isn’t Content

One of my favorite parts of working with clients isn’t presenting strategy or launching a new brand. It’s sitting down with the people who know the business better than…

What Your Buyers See That You’ve Stopped Noticing

Have you ever gone to a friend’s house and immediately noticed the picture hanging slightly crooked on the wall? You don’t say anything, of course, because you’re…

Breaking Through the B2B Noise w/ Joya Scarlata

With Joya Scarlata, InterraIT

In 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.…

What To Do When Your Identity No Longer Matches Your Performance

Most companies spend years trying to grow. They invest in better people, better processes, better technology, and stronger capabilities. Growth is the plan, and most…

From First to Five Nine: Rebranding with Purpose w/ Jeff McCarthy

With Jeff McCarthy, Bank Five Nine

What 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…

The Difference Between a Transaction and an Experience

There are certain businesses we all remember. Not necessarily because they had the lowest price or the fastest turnaround. In fact, if you’re like most people, you…

Thought Leadership as a Growth Strategy W/ Wendy Gugora

With Wendy Gugora

In 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…

When Should You Hire a Branding Agency?

What do you do when marketing isn’t producing the results everyone expected? When sales conversations seem to require more explanation than they should? When growth has…

Strategy Before Tactics – Building Marketing That Actually Works W/ Danielle Dobbs

With Danielle Dobbs

In 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…

More Content Won’t Fix a Broken Strategy

When marketing starts to feel off, it rarely announces itself in a big, obvious way. It shows up more subtly than that. Engagement dips a little. Leads don’t convert the…

Relationships Over Rates – Community Banking Done Right W/ Bryce McCuin

With Bryce McCuin

In 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…

Not Every Viral Moment Is Good for Your Brand (And Most Aren’t Built to Last)

Every brand has had that moment. You see another company post something clever, timely, maybe even a little unexpected, and suddenly it’s everywhere. The comments pile…

Operationalizing Brand Positioning: A Cross-Functional Training Playbook

Mid-year is when a lot of B2B leaders step back, look at the numbers, and ask why the brand and customer experience still feel a little off. The strategy deck from last…

From Agency Life to In-House Strategy W/ Heather Johnson

With Heather Johnson

In 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…

What Rebranding Actually Is (And What It Has Nothing to Do With)

There’s a moment that tends to catch companies off guard. Everything on the business side is moving forward. Revenue is growing. The work is getting more sophisticated.…

Frameworks Over Playbooks W/ Andy Weiss

With Andy Weiss

In 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…

Your Company Has Evolved. Has Your Brand?

There’s a point in almost every company’s growth where something starts to feel off. Not broken. Not urgent. Just slightly out of sync. You’ve added services. Expanded…

B2C Thinking in a B2B World W/ Juliana Pereira

With Juliana Pereira

In 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 a Brand Audit Actually Looks Like (And What It Doesn’t)

Before anyone from your team gets on a call, your brand has already had a conversation for you. Whether you like it or not. It’s happening in your website, your LinkedIn…

Building a Brand from the Inside Out w/ Michelle Herl

With Michelle Herl

In 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…

Why the Best Brands Are Boring in the Best Way

There’s a point in almost every marketing cycle where the conversation shifts. The campaign has been running for a while, the messaging feels familiar, and someone…

Legal Marketing and the Art of Standing Out W/ William McLaughlin

With William McLaughlin

In 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…

Niche Branding w/ Howard Kelly

With Howard Kelly

In this episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo sit down with Howard Kelly, Director of Marketing at S&S Cycle — a Wisconsin-based…

Saying More Isn’t the Same as Saying Something

We live in a time when it has never been easier to say something. Content is constant. Messages are everywhere. Every platform is filled with brands sharing, posting,…

Marketing from Both Sides w/ Chanelle Yarber

With Chanelle Yarber

In this episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Chanelle Yarber, a marketing strategist, agency owner, and in-house…

The Age of Mediocrity in Branding

How to Avoid Letting AI Make You Sound Like Everyone Else By Michael Russo | Chief Creative Officer & Co-Founder, brandRUSSO We’re entering a new era of branding, and…

Data Driven Branding w/ Libby Cain

With Libby Cain

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Libby Cain of Extraco Banks to discuss how data can strengthen…

The Women Who Changed the Conversation

Why International Women’s Day Matters to the Branding Industry By Michael Russo | Co-Founder & Chief Creative Officer, brandRUSSO International Women’s Day technically…

Branding in the Niches W/ Rob Einterz

With Rob Einterz

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo sit down with Rob Einterz, a marketing leader in the global chemical industry,…

Why Your Sales Team Can’t Close (And What Branding Has to Do With It)

Your sales team is talented. You’ve invested in training, tools, and the right people. But deals are still stalling. Proposals go quiet. Conversations that felt…

Banking, Branding, and the Power of Different Thinking w/ Camberly Gilmartin

With Camberly Gilmartin

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Camberly Gilmartin, a seasoned marketing leader who has built her…

When Should a B2B Company Rebrand? Signs It’s Time and How to Navigate It

Rebranding is one of the most misunderstood decisions a leadership team can make. Some companies avoid it for years, convinced it’s cosmetic, unnecessary, or risky.…

Branding That Builds Trust w/ Ann Barilleaux

With Ann Barilleaux

In this episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Ann Barilleaux, SVP Marketing Director for JD Bank, Louisiana’s Community…

25 Years of Changing the Conversation

Twenty-five years is a long time. Long enough to watch industries change, technology reshape the way we communicate, and businesses evolve in ways none of us could have…

Branding Beyond the Balance Sheet w/ Sunny Ricks

With Sunny Ricks

Marketing professional services is hard.Marketing accounting might be one of the hardest versions of that challenge. On this episode of the He Said, She Said: Razor…

Manufacturing, Relationships, and Branding w/ Lisa Kilwin

With Lisa Kilwin

What happens when your company does incredible work… but you can’t show half of it? On this episode of He Said, She Said: Razor Branding™ Podcast, we talk with Lisa…

January Isn’t About New Goals. It’s About Old Misalignments.

Every January, I see the same thing happen. New goals are set.New initiatives are launched.New expectations are placed on teams. Within weeks, leaders start to feel…

Branding That Keeps the Lights On w/ Matt Stephenson

With Matt Stephenson

Cummings Electrical isn’t the electrician you call when a breaker flips. They’re a major commercial and industrial contractor doing high-stakes electrical work for data…

Branding Outside the Box w/ Greg Bowman

With Greg Bowman

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Greg Bowman of Precision Core, a leader in the corrugated manufacturing…

Branding Beyond the Bid w/ Justin Davidson

With Justin Davidson

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael talk with Justin Davidson, Senior Marketing Manager for JE Dunn Construction’s…

Holiday Noise and the Brands That Cut Through It

The holidays have a very specific sound.And I don’t mean the soundtrack that starts playing the moment Halloween ends. I’m talking about the noise—the flood of messages,…

Marketing Fatigue Is Real: How to Reenergize Your Brand Without Starting Over

You can feel it before you can name it. The spark that once made your marketing exciting starts to fade. Campaigns feel repetitive. Messaging sounds familiar. The…

Not Your Average Brand Story w/ Rochelle Paulet

With Rochelle Paulet

What do you do when your product makes people pause, laugh—or even cringe? In this episode, Jaci and Michael talk with Rochelle Paulet, Marketing Director for Evolve Rat…

Why Marketing Directors Deserve a Break

By Jaci Russo, CEO & Co-Founder, brandRUSSO Every marketing director knows the feeling—too many meetings, too few resources, and a to-do list that never gets shorter.…

Where Logic Ends, Emotion Begins: Why Even Industrial Brands Need an Emotional Hook

By Michael Russo, Chief Creative Officer & Co-Founder, brandRUSSO Manufacturers pride themselves on precision.On quality. On reliability. On logic. And rightfully…

When Your Team Can’t Say What You Do: The Silent Killer of B2B Growth

By Jaci Russo, CEO & Co-Founder, brandRUSSO Let’s start with a question:If I walked into your office and asked five team members to describe your company, how many…

Finish Strong: Why Q4 Is the Time to Reassess Your Brand

He Said, She Said: A Conversation with Jaci & Michael Russo, Co-Founders of brandRUSSO Jaci: September has always felt like a second January to me. New energy. New…

What’s My Biggest Boss Move? Building Something Bigger Than Me.

By Jaci Russo, CEO & Co-Founder, brandRUSSO I was recently invited to contribute to Boss Moves Magazine for a feature spotlighting the most significant strategic…

Why Your Brand Needs a Voice—And What Ours Just Said

By Michael Russo, Co-Founder & Chief Creative Officer, brandRUSSO We talk a lot about having a unique and authentic voice in branding.The tone you set. The message you…

Rebuilding Trust: Why Consistency Is Your Brand’s Greatest Asset in Uncertain Times

By Jaci Russo, CEO & Co-Founder, brandRUSSO Your prospects, partners, and team members are dealing with a lot right now. Economic shifts. Political tension. Hiring…

The B2B Brand Bottleneck: Why Your Sales Team Is Struggling (And How to Fix It)

By Jaci Russo, CEO & Co-Founder, brandRUSSO Sales teams are under pressure. They’re being asked to close faster, overcome more objections, and deliver bigger numbers,…

Branding Beyond Borders w/ Fernando Andreazi

With Fernando Andreazi

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo welcome global brand leader Fernando Andreazi for a dynamic conversation about…

Why Branding Matters More Than Ever in Manufacturing

By Jaci Russo, CEO & Co-Founder, brandRUSSO If you build with precision, your brand should reflect it. In manufacturing, every decision is measured. Every dollar…

Bringing Brands to Life with Daale Carter

With Daale Carter

In this episode of the He Said, She Said: Razor Branding Podcast, Jaci and Michael Russo sit down with Daale Carter, Managing Director of energy BBDO and a standout…

Perception is Reality: What Detroit Can Teach Us About Branding

By Michael Russo, Chief Creative Officer & Co-Founder, brandRUSSO I’m writing this blog from Detroit. It’s my second time visiting Detroit in as many years, arriving…

Why Your Brand Strategy Belongs in the Boardroom

By Jaci Russo, CEO & Co-Founder, brandRUSSO In many organizations, brand strategy is treated like a nice-to-have.It’s something that gets revisited during a website…

Branding Lessons from the Masters: A Tradition Like…

By Michael Russo, Chief Creative Officer & Co-Founder, brandRUSSO There’s a moment, right before the final round begins at Augusta, where everything slows down. The…

Branding from the Factory Floor w/ Robert Pelletier

With Robert Pelletier

In this episode of the He Said, She Said: Razor Branding Podcast, Jaci and Michael Russo talk with Robert J. Pelletier, CEO of Pacific Hardwood, about how he turned a…

Mardi Gras & Branding: What Businesses Can Learn from the Greatest Show on Earth

By Michael Russo, Chief Creative Officer & Co-Founder, brandRUSSO If you’ve ever experienced Mardi Gras in South Louisiana, you know it’s more than just a party—it’s an…

Building Brands and Winning Mindsets w/ Dave Behar

With Dave Behar

In this episode of the He Said, She Said: Razor Branding Podcast, Jaci and Michael are joined by Dave Behar, entrepreneur, Chief Executive Athlete, and two-time Amazon…

Kendrick Lamar’s Super Bowl Halftime Show: Was It the Right Choice?

By Michael Russo, Creative Director & Co-Founder, brandRUSSO Every year, the Super Bowl Halftime Show is more than just entertainment—it’s a branding moment. The artist…

Harnessing Momentum in Branding with Matt Mathison

With Matt Mathison

In this episode of the He Said, She Said: Razor Branding Podcast, Jaci and Michael Russo sit down with Matt Mathison, entrepreneur, investor, and founder of MBL…

Building Workplace Culture w/ Dr. Mechelle Roberthon

With Dr. Mechelle Roberthon

In this episode of the He Said, She Said: Razor Branding Podcast, Jaci and Michael Russo sit down with Dr. Mechelle Roberthon, a dynamic leader in professional…

Speaking to Your Audience and Not at Them: Building Connections That Drive Business Growth

By Michael J. Russo, Chief Creative Officer, brandRUSSO In today’s content-saturated world, businesses face an uphill battle to capture attention and inspire action. Too…

Building Relationships in a B2B World: Why It Starts with Understanding Your Audience

By Jaci Russo, CEO and Co-founder of brandRUSSO In the world of B2B, relationships are everything. Unlike B2C transactions, where emotional appeal often drives…

When AI Goes Wrong: How Coke Made Christmas Feel Creepy

By Michael J. Russo, Chief Creative Officer, brandRUSSO In 1995, Coca-Cola introduced one of the more memorable holiday campaigns in its historic advertising legacy: the…

B2B Brand Audit: End-of-Year Strategies to Strengthen Your Brand for 2025

As the year draws to a close, it’s natural for businesses to reflect on their successes, challenges, and opportunities for growth. For B2B companies, the end of the year…

The State of Branding in the Digital Age: Insights from Times Square

By Michael J. Russo, Chief Creative Officer, brandRUSSO As I walked through the heart of New York City this week, Times Square transformed from night into day with…

Branding Cheat Sheet for Business: Tips for Building a Strong Brand

By Jaci Russo, CEO and Co-founder of brandRUSSO Building a brand that stands out and resonates with your target audience isn’t just about a catchy logo or a clever…

Lessons B2B Brands Can Learn from the NFL: Successes and Failures in Branding

Michael J. Russo – Chief Creative Officer The NFL is one of the most recognized brands in the world. Its ability to attract millions of viewers, generate enormous…

Navigating a Brand Crisis in a B2B World

By Jaci Russo CEO, brandRUSSO In the B2B world, your brand’s reputation is everything. It is the sum of every interaction, every experience, and every promise made and…

The Impact of Customer Experience on Brand Reputation

In today’s competitive market, a brand is no longer just defined by its products or services but by the experiences it delivers to its customers. At brandRUSSO, we’ve…

Consumer Insights and Branding with Brett Townsend

With Brett Townsend

In this episode of the “He Said, She Said” Razor Branding Podcast, Michael and Jaci Russo are joined by Brett Townsend, Senior Vice President of Strategy at Questor…

Rebranding 101: Your Key to Standing Out in Today’s Market

In today’s competitive marketplace, successful businesses must find ways to speak clearly and compellingly to stand out. That’s where rebranding comes into play—not just…

The Financial Side of Branding with David C. Barnett

With David C. Barnett

Tune in to learn why business is tough, why it’s important to be realistic about business opportunities, and how to navigate the ever-changing landscape of buying and…

7 Ways to Build Brand Loyalty in Competitive Industries

By Jaci Russo, CEO, brandRUSSO Building brand loyalty with clients is more critical than ever in today’s fiercely competitive business landscape. To accomplish this, we…

The Psychology of Branding with Dr. Tricia Groff

With Dr. Tricia Groff

In this episode of the Razor Branding Podcast, hosts Jaci and Michael Russo welcome Dr. Tricia Groff, a licensed psychologist specializing in executive coaching and…

Branding Lessons from “The Bear” – Part 2

By Michael J. Russo, CCO brandRUSSO “Quality comes from Quantity” — a mantra I’ve carried through every phase of my career. As I reflect on one of my favorite episodes…

The Intersection of Branding and Corporate Culture in a B2B World

By Jaci Russo, CEO, brandRUSSO In the B2B landscape, where relationships and reputations mean everything, the alignment between a company’s brand and its corporate…

Do You Really Need a “Specialist” Agency? Why Outside Perspective Often Wins

When you’re leading a growing company — especially in a technical, complex, or B2B-driven space like manufacturing or professional services — the idea of hiring a…

The Performance of Branding with Jason Friedman

With Jason Friedman

Joining Jaci and Michael on this episode of the He Said She Said, Razor Branding Podcast is Jason Friedman, a theater nerd turned serial entrepreneur. Jason’s passion…

Thank You Dutch: Artist, Musician, and Educator Remembered

“Quality comes from Quantity ” —a simple phrase that has been a guiding principle in both my personal life and professional career. I have repeated it with students, my…

Crush or Cringe? A Closer Look at Apple’s Latest iPad Pro Ad

One of the things that I still love about advertising is a great ad, and more importantly, a great concept. And while the digital landscape has changed dramatically over…

How Successful Brands Capitalize on Technology with Greg Brooks

With Greg Brooks

Greg Brooks joins Jaci and Michael on this week’s episode of He Said, She Said: Razor Branding™ Podcast to talk about the current and future state of SEO, and how…

Introducing: “Rebranding Made Simple” eBook

In the ever-evolving world of business, staying relevant is not just an option—it’s a necessity. At brandRUSSO, we understand that rebranding can be a daunting task.…

The Evolution of Digital Marketing in the age of AI with Rachel Hernandez

With Rachel Hernandez

Joining Jaci and Michael on this week’s episode of He Said, She Said: Razor Branding™ Podcast is Rachel Hernandez, Director of Brand Strategy at Next Net Media. Known…

SEO and Branding in Today’s Everchanging Marketplace

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael are joined by Brandon Leibowitz, the founder and operator of SEO Optimizers, to…

The Value of Strategic Branding

In today’s business world, your brand serves as the initial handshake, the prelude before any conversation even takes place. But what exactly is strategic branding, and…

Navigating the Marketing Maze – A Branding Guide for Manufacturers

In the world of B2B manufacturing, distinguishing your brand isn’t just beneficial—it’s vital for survival and growth. Yet, the concept of branding in manufacturing…

Power of Branding: Lessons Learned from the Oscars

Estimated Read Time: 3 minutes When it comes to recognizable brands, there is perhaps none more famous than the Oscars. What began in 1929 with a small ceremony of just…

Launching, Building, and Scaling Your Brand with Mark Donnigan

With Mark Donnigan

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Mark Donnigan, founder of Growth Stage Marketing, to discuss the shift from…

Catering to Your Audience Through Brand Content

Estimated Read Time: 3 minutes 10 seconds Catering to Your Audience Through Brand Content Crafting brand content that speaks with your audience’s specific preferences is…

How Storytelling Can Save Your Brand with Jeff Bartsch

With Jeff Bartsch

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Jeff Bartsch, visionary storyteller and founder of Story Greenlight, to discuss the…

Your Brand Identity: Raw and Real

Estimated Read Time: 3 minutes 33 seconds In moments of self-doubt or reflection, we often find ourselves pondering the age-old question, “Who am I?” This existential…

Financial Literacy and Your Brand with Kyle Geers

With Kyle Geers

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Kyle Geers, CPA, CEO and co-founder of Zeroed-In Consulting, to discuss the…

A 5-minute Feast of Branding Lessons Inspired from The Bear

Let’s navigate through the branding maze with some help from the hit TV show, The Bear. Can we get a “Yes, Chef!” “Yes, Chef!” – Consistency is Key: Just like a chef…

A Look Back on 2023 with Jaci and Michael Russo

With Jaci and Michael Russo

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael reflect on the past year and what they believe we can expect in 2024 – providing…

[Bonus Podcast] Building Brands For Musicians and Personalities with Rick Caballo

With Rick Caballo

On this bonus episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Rick Caballo, a designer, artist, creative director, and co-founder of the…

B2B Branding Wisdom from Jerry Maguire

Estimated Read Time: 4 minutes 45 seconds Help Me, Help YouIn the competitive world of B2B, where staying relevant is an art and change is as constant as your morning…

Brand Identity: The Heart & Soul of Your Company

So, you’ve got a business – great! But, let’s talk about the soul of your business, what we fondly refer to in the marketing and branding world as your brand identity.…

The Role of Emotional and Quantitative Data in Branding with Jeremy Delk

With Jeremy Delk

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Serial Entrepreneur and Author Jeremy Delk to discuss embracing failure, learning…

Your Branding Odyssey: Lessons from the Hero’s Journey in 2023

As we bid adieu to the year and the peaks and troughs that defined your organization’s branding odyssey in 2023, it’s an opportune time to reflect on the triumphs and…

Adopting B2C Branding in the B2B World

In the world of business, we often hear the argument that “B2B and B2C companies are two completely different animals. But here’s the thing: Behind every corporate…

The Importance of Education, Research, and Collaboration in B2B Branding with Shachar Meron

With Shachar Meron

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Shachar Meron, Partner and Creative Strategist at Bluegreen Branding, to discuss…

Changing the B2B Conversation

Innovative Strategies for Modern Businesses to Thrive In today’s dynamic landscape, the public is more informed and discerning than ever before. Success no longer hinges…

The Power of Promise

How Strong Branding Can Elevate Your B2B Business At RUSSO, we’re not just believers in branding; we’re believers in the promise behind the brand – and in the B2B…

Embracing the Digital Age

Digitalization has enabled businesses to streamline operations, cut costs, enhance customer satisfaction, and access valuable data and analytics for informed…

Branding from Down Under with Katrina McKinnon

With Katrina McKinnon

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Katrina McKinnon, an Australian content writing expert, to talk about the value of…

Tips from Barbie: How Strategic Collaborations Can Improve Your Brand

Effective branding goes beyond mere visuals and slogans; it’s about changing the conversation and inspiring consumer behavior. At brandRUSSO, we champion this philosophy…

B2B Automation and Branding with Gil Allouche

With Gil Allouche

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Gil Allouche, founder of Metadata, to discuss the role of automation in marketing…

Understanding Your Strengths and Weaknesses

Have you ever found yourself in the middle of an interview, faced with that seemingly simple yet daunting question: “What are your strengths and weaknesses?” At first,…

The Changing Landscape of B2B Branding with David Deutsch

With David Deutsch

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by David Deutsch, copywriter, marketing strategist, author, and copywriting coach, to…

Is It Time For A Rebrand?

In the fiercely competitive world of business, staying successful means keeping up with an ever-changing digital landscape, riding the waves of industry trends, and…

Sustainability and B2B Branding with Dan Chamberlain

With Dan Chamberlain

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Dan Chamberlain, Senior Director of Marketing (Americas) at ENGIE Impact, to talk…

Confessions of a Marketing Director with Sean Schnipper

With Sean Schnipper

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Sean Schnipper, Director of Marketing at Transervice, to talk about the challenges…

Finding Your Audience with Nathan Yeung

With Nathan Yeung

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Nathan Yeung, Vice President of CMO Services at Find Your Audience Marketing…

ADAPTING TO CHANGES IN BUSINESS AND BRANDING WITH BRIAN WILL

With Brian Will

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Brian Will, a serial entrepreneur, industry-leading business and sales management…

Personality Profiles: Finding Your Audience in the Matrix

“You take the blue pill…the story ends…you wake up in your bed and believe whatever you want to believe.

Leveraging AI Tools for Inbound Marketing with Eric Quanstrom

With Eric Quanstrom

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Eric Quanstrom, Chief Marketing Officer at CIENCE, to talk about his work in B2B…

Logic Versus Love, Demographics Versus Psychographics

What’s the best approach to dating? Some people operate purely on logic, moving their way through relationships in a methodical manner, one calculated date after…

How Privacy and Security Can Affect Your Brand with Jodi Daniels

With Jodi Daniels

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Jodi Daniels, a privacy/security specialist and author, to discuss how to protect…

Bringing a B2C Mentality to a B2B World

People often think that building a brand looks vastly different when it comes to B2B and B2C companies. The restaurants, the clothing companies, the beauty lines –…

THE MENTAL SIDE OF BRANDING WITH JONATHAN PRITCHARD

With Jonathan Pritchard

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Jonathan Pritchard, a mentalist turned consultant, to learn how applied psychology…

BRAND U – PERSONAL BRANDING WITH MELISSA BOWEN

With Melissa Bowen

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Melissa Bowen take over for a special “She Said, She Said” episode to talk about their…

DEVELOPING YOUR PERSONAL BRAND WITH MILA GRIGGS

With Mila Griggs

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Mila Grigg, the founder and CEO of MODA, one of the most reputable branding…

DISCOVERING THE MISSING ELEMENTS IN YOUR BRAND WITH TONY RUBLESKI

With Tony Rubleski

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Tony Rubleski to discuss “Discovering the Missing Elements in Your Brand” – and…

Building a Brand from the Inside Out with Steven Bugg

With Steven Bugg

On this week’s episode of He Said, She Said: Razor Branding™ Podcast we are joined by Steven Bugg to discuss “Building a Brand from the Inside Out” and how to use…

Telling Your Brand’s Story with Lindsay Pinchuk

With Lindsay Pinchuk

A lot of people are talking about storytelling these days, but what does that mean exactly, and how do you go about telling yours? Joining us on the He Said, She Said…

Entrepreneurial Branding with Travis Rosbach

With Travis Rosbach

Joining us on the He Said, She Said Razor Branding™ Podcast today to discuss Entrepreneurial Branding is Travis Rosbach. Capt. Rosbach has spent the last three decades…

B2B vs B2C Branding with Rob Kirkpatrick

With Rob Kirkpatrick

B2B branding can be a challenge for most, particularly when you are more familiar with a B2C approach that, on the surface, provides more opportunities for emotional…

Brand Builders Part 29: Is it time for a rebrand?

I often hear people say, “Hey, we think it’s time for a rebrand”. They call us and at the agency, they want us to rebrand them. What they really want is not a rebrand;…

Choosing the Right Agency with Jonathan Sachs

With Jonathan Sachs

Choosing the right agency is one of the first, and often most important steps in building a strong brand. Joining us to discuss his insight and experience is Jonathan…

Boutique vs. Big Box: How Small Agencies Win Big

In many cases, size matters. But not all. Believing “the bigger the better” brought us superstores and shuttered book shops in favor of Amazon orders. But there is a…

Adapting Sales for a Hybrid World

Sales is about meeting people where they are. As a branding agency, we’re creatives who diagnose client values to tap into what drives sales, and that sentiment is at…

Just Right: Find the Perfect Client with the Goldilocks Principle

Achieving perfection is Sisyphean struggle until you redefine perfection. There’s no way around it: the perfect branding experience begins with the perfect client.…

Brand Builders Part 9: Do You Call In The SWOT Team?

Understanding SWOT Analysis A big part of a strategic brand plan is a SWOT analysis. Yes, I know it sounds just like marketing class. And you’re thinking, “I finished…

The Importance of Psychographics In Marketing

One term that is mentioned quite often in marketing is demographics. These are the metrics that help marketing agencies like brandRUSSO identify appropriate audiences…

Brand Builders Part 2: What is a Brand?

Understanding Brand Building Strategy So, what is a brand? I mean, if I’m going to do this whole series on how you can build your brand, we need to start with defining…

What is Razor Branding™?

The goals of any marketing strategy are often explained using a funnel analogy. At the top of the marketing funnel, a business builds awareness of their brand, product…

Marketing Mixtape Builds Pasta Brand

I’m always on the lookout for smart marketing ideas. So, when I read about Barilla pasta’s playlist timer, it caught my attention. (Full disclosure: I’m not the cook at…

Jaci Russo Announced as Newest Member of the Women Presidents’ Organization

The Women Presidents’ Organization (WPO), a peer advisory group for million dollar plus women-led companies, is proud to announce Jaci Russo, P.C.M., Co-Founder/CEO,…

Why, Why, Why – Branding is all About Your Why

This week’s Blurb, Book, & Blog is brought to you by the word “Why?”. Why do you do what you do? Why should someone choose you over the competition? Why should we care…

The Five Rs of Branding

The third installment in our Brand Building best practices series is the 5 Rs of Branding. The series includes best practices and tips on how to make these marketing…

Best Practices for Brand Building: 33 Tips for Website Improvement

We are starting a new series of best practices for Brand Building. The series will include best practice and tips on how to make these marketing tools work for you:…

Hey Grads: Tips to Build Your Brand

During our Razor Branding™ Podcast live interview videos, I’ve made it a standard question to ask each person what advice they have to give to this year’s graduates.…

Okay, Now What?

A few weeks ago, the “What’s Next?” blog was focused on the CARES Act, which included the Payroll Protection Plan (PPP) and Economic Injury Disaster Loan (EIDL) and was…

9 Ways Your CRM Will Build Your Brand

During times of transition (and global pandemic), it is wise to take some time to assess where your company stands and determine what changes and improvements you will…

10 Steps to Prepare Your Brand for a Crisis

When we sat down to proactively create strategic brand plans for 2020, I did not include global pandemic that would grind the world economy to a halt. I also did not…

8 Great Super Bowl Ads

As I sat in my den, wearing my favorite Saints jersey (FYI, I’m still ticked off about that one), I take comfort in knowing that even if the right team wasn’t in the big…

7 Ways to Build Your Brand: #3 Points of Differentiation

Each week we are working our way through the 7 ways you can build your brand, and this week is #3: Points of Differentiation. You can click here for the Overview, click…

7 WAYS TO IMPROVE YOUR BRAND IN 2020: 1st – Target Audience

Target Audience Your products and services are not for everyone. If you approach your marketing strategy with the intention of reaching ‘everyone’, then you will…

7 Ways to Improve Your Brand in 2020

Now that the holidays are over, everyone is hitting the ground running ready to embrace the new year/decade. It’s a big year that promises to be full of national…

20 Deadly Branding Mistakes to Avoid in 2020

New Year. New Decade. New Branding Opportunities. Be sure to avoid these branding mistakes to have your best year yet. Assume everyone is your audience. Be sure to…

Expect an ROI When You Invest in Your Brand

I had the great pleasure of being in the Superdome for the Saints game yesterday for their game against San Francisco for the top of the NFC . (Awesome game, unfortunate…

3 Steps to Build Your Big Bold Brand

I will be presenting during the Innovate South conference this week. The topic: Big Bold Brands: Build it, Don’t Blow it. If you haven’t already registered, there are a…

Auburn’s Logo Evolution Results in Brand Backlash

Take a look at the Auburn University logos above. Look again. Look again. Yes, see those subtle differences? The arms of the U are a little wider. The white space…

Learn to Build Your Brand from the Experts

Looking for some expert branding advice but not ready to hire an entire agency? We have exactly what you are looking for. Check out this list of branding workshops and…

University asks Louisiana high school to stop using logo

How using a trademarked logo as your own can cost you Recently, news broke that Rutgers University asked Ruston High School to stop using their trademarked logo.…

How to Choose the Right Branding Agency For You

I was at the 10th annual Ad Age Small Agency Conference last week with hundreds of other agencies from around the country. I had the pleasure of attending the first ever…

“Stranger Things” Uses Out of Home Advertising to Build Their Brand

I was in Los Angeles last week and was reminded of how much I love the advertising on Sunset Boulevard in Hollywood. It’s LA’s version of Times Square, and when done…

Coach Robichaux Built the Brand of Baseball

Tony Robichaux, the beloved head coach of the University of Louisiana Ragin’ Cajuns baseball team, passed away suddenly at the age of 57. Although he had been head coach…

Brand Theft: One of these is a lot like the other.

Is Facebook’s Calibra logo a result of brand theft, or coincidence? One of the first rules we learn in school is to never copy from someone else’s work, and in…

Branding of Political Candidates, their Identities and their Tribes

And how political candidates can ensure their identities don’t get in the way of success Whether we are talking about a local election for a school board seat or an…

Advertising, Interruptions, and the Terminator

How to make the interruptions of advertising less disruptive. Advertising has always been about being an interruption. Whether it’s an effort to grab your attention, or…

The Responsibility of an Agency to Tell the Truth

How Elizabeth Holmes and Theranos Built an 8 Billion Dollar Lie Elizabeth Holmes was at one point referred to as the next Steve Jobs. But in the end she would be left…

Why having the biggest budget doesn’t always translate to having the best brand.

I spent this past Friday on the road, driving from Lafayette to Jackson, Mississippi to watch my son play baseball at Millsaps College. Along the way, I began to notice…

The Opportunities and Challenges of Digital and Online Marketing

And how good old-fashioned messaging can save us all As we continue to move further and further into the world of digital and online marketing, we are presented with…

HOW GILLETTE CHANGED THE CONVERSATION

Asking its audience if they are “the best a man can be?” A few months back, we wrote a blog that talked about Nike’s use of Colin Kaepernick in their most recent “Just…

Why So Many Business Hate Advertising

And why it doesn’t have to be that way I’m just going to throw it out there before I begin – I love advertising, and I always have. But I know for many businesses,…

Branding, Relations and Love

How to work with your agency to get the best results. LOVE CONNECTIONS Say the word “relationship” and you’ll receive varied reactions. Some find themselves…

Nike Just Does It with Colin Kaepernick

Are they genius or insane? Time will tell. So, unless you have sworn off social media altogether, gotten rid of cable, or decided to head out into the woods for a life…

How B2B Businesses Can Benefit From B2B Branding

And how B2B Branding can build customer loyalty and continued growth “My business is not retail focused, so why do I need branding?” Good question, now here’s the…

You Need a Great PR Timeline for Your Campaigns

6 Steps to Creating a Quality PR Timeline Throughout the lifetime of your company you will need more than a few public relations campaigns. The best campaigns have…

Television Advertising Will Bring Ultimate Brand Awareness

4 Things to Know About Television Advertising and Your Brand TV ads are some of the largest investments you can make in your advertising strategy, and also some of the…

Online Reviews

These days your brand can live and die online, that’s why reviews need your full attention. You may not think you have time to filter through everything that is said…

Message Matrix

In this episode you’ll learn the massive impact a strategically crafted message can have on the life of your brand. It’s not enough to have something to say, you have to…