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OUR WORK
Our Process
Our philosophy is directly related to our process, which we call Razor Branding™.
Razor Branding develops brands from the inside out, establishing a series of branded touchpoints that form emotional connections with the consumer. Developing these connections relies heavily on understanding the psychographics of consumer behavior, and not just demographic profiles that rarely tell the whole story.
Understanding perceptions, attitudes, beliefs, and the lifestyles of our clients’ consumers better position us to develop messaging that motivates individuals and best meets their needs – regardless of industry, size, location, or category.
Razor Branding™ works towards four primary goals at all times: Focus, Promise, Connection, and Harmony.
Focus
Focus defines that one differentiating and powerfully compelling quality that makes brands razor sharp.
Promise
Promise defines the one differentiating and powerfully compelling quality that makes your brand razor sharp–in effect, the promise behind the brand.
Connection
Connection establishes the “voice” or message of the brand, making it the preferred choice over the competition.
Harmony
Harmony works to identify and then develop a series of branded touchpoints that establish trust between a brand and the consumer.
CHANGING THE CONVERSATION
Whether the Razor Branding™ process is carried from start to finish, or simply used in principle as a foundation for a project, this approach to thinking about the consumer and their brand choices, helps our team craft strategies and messages that motivate consumer behavior.
With the public more savvy and better armed with information today, we understand that it takes more than just a pretty picture and shelves full of awards to win the day. For us, creative without strategy is just art.
At RUSSO, the desired outcome for all marketing and advertising initiatives is to produce advocacy for your brand – and the only way an agency can do that is to lead creative with insights and strategy in a way that produces substantially different results.
By changing the conversation, we are able to clearly define the promise behind the brand, within any given category. In doing so, consumers can easily understand how a particular product or service can enhance their lives.
BRANDING A TRIBE
No matter how creative the advertising, a poorly positioned product, service, or brand will fail sooner or later. For this reason, we work with the client in developing what is most worthwhile to communicate to the consumer – giving them a reason to join their tribe.
Questions We Ask
What “mental real estate” is yours to own?
What emotions do you evoke?
What differences may you authentically claim?
Why should we (the public) care?