fbpx Skip to content

By now you’re probably wondering why we sent you a yoyo? Wondering what correlation it has to your marketing? Well, with the ups and downs life has thrown at us in recent weeks, we thought it was a good way to demonstrate that with every downturn that comes our way, there has to be an upside that follows. 

I mean, sure, we could have sent flowers that were hand-delivered by singing Elvis impersonators to grab your attention, but we felt a yoyo to play with while you ponder your next move was more appropriate. 

Now for some introductions –

We are brandRUSSO – a strategic branding and communications agency that believes that in order to change consumer behavior you have to first Change the Conversation.

Here, we believe that in today’s ever-changing world, it takes more than just a pretty picture and shelves full of awards to win the day. Today, customers are seizing control, with more information than ever before, which means we have to not only change our message but also find new ways to deliver it.  

Our firm capitalizes on its a diverse base of national talent, and its in-depth Razor Branding™ process to deliver fresh and exciting marketing programs, and I would love to tell you more about it.

Please take a moment to review our  B2B PDF when you have time and hopefully it will provide some insight into what we do, how we do it, and why we might just be what you need right now. I will follow up with you shortly, but if you simply can’t wait, please don’t hesitate to call or email me directly. If anything, we hope you enjoy the yoyo. (We have included a few videos to help you master the yoyo arts and impress your co-workers with your new found skills)


RUSSO B2B Work 19-12


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 three primary goals at all times: Focus, Connection, and Harmony.



Focus defines that one differentiating and powerfully compelling quality that makes brands razor sharp.



Connection establishes the “voice” or message of the brand, making it the preferred choice over the competition.



Harmony works to identify and then develop a series of branded touchpoints that establish trust between a brand and the consumer.


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.


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?