He Said, She Said: Razor Branding™ Podcast

Jaci Russo
  • 5.0 (30)
  • MARKETING
  • UPDATED BIWEEKLY

The He Said, She Said, Razor Branding™ Podcast is hosted by Jaci and Michael Russo, covering topics like entrepreneurship, B2B marketing, messaging for your target audience, and of course, building your brand. Together, they provide branding insight, tips, and best practices from their combined 40+ years of experience. Special guests from various industries are welcomed to the podcast regularly to share their stories and how branding played a pivotal role in their success.

  1. 2D AGO

    Branded in Stone w/ Sam Arcot

    How do you market a craft that most people don’t fully understand—and can’t buy on impulse? In this episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Sam Arcot of Rugo Stone, a national natural stone contracting company that fabricates, installs, and restores everything from floors and walls to mosaics, statues, and historic stonework. Sam breaks down the real differentiator in a highly specialized industry: experience and expertise—and the humility to admit the learning never stops. With a long sales cycle and multiple stakeholders involved (architects, designers, contractors, owners), Rugo Stone leads with a clear message: use the right stone for the right application. You’ll hear how they build trust through education, CEU programs, and consultations that serve the project first—whether or not it immediately turns into revenue. Sam also shares how they market their craftsmanship without exposing trade secrets, how they document projects through photography and video, and why relationship-building often takes priority over broad awareness (even when people still say, “We didn’t know you did that.”). If you’re marketing a niche, high-trust service with a long sales cycle, this episode is a masterclass in letting expertise lead—and making the work speak for itself.

    32 min

  2. FEB 11

    Branding That Builds Trust w/ 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 Bank™, to unpack what it really takes to market a bank—where compliance is non-negotiable and trust is everything. Ann shares how marketing in a regulated industry forces you to think differently: every message, sign, and disclaimer matters—down to FDIC rule changes that impact branch signage and product communication. But the bigger challenge? Banking is complicated for consumers, and you have to simplify without overpromising. The conversation dives into the reality that community banking is relationship banking—and why that becomes the true differentiator when products are largely similar across competitors. Ann explains how JD Bank tailors branding and campaigns by market (rural vs. metro), including a standout Cajun French campaign that connected deeply in specific communities—while acknowledging that what works in one region won’t translate to Baton Rouge. You’ll also hear how JD Bank balances traditional media, digital targeting (including geofencing), grassroots community involvement, and strategic sponsorships—without spreading a small team too thin. Ann shares how they think about community giving with intention (not “a little bit everywhere”), how they track impact beyond analytics, and what it looks like to protect reputation and calm “we’re being sold” rumors by staying visible, consistent, and deeply local.

    49 min

  3. FEB 2

    Branding Without a Rebrand w/ Sean Schnipper

    What happens when your competitor becomes your sister brand—and you’re the one responsible for marketing both? In this episode of He Said, She Said: Razor Branding™ Podcast, repeat guest Sean Schnipper returns with a major update: Transervice Logistics merged with Lily Transportation in summer 2023—creating two legacy brands under one umbrella, operating in the same space, with decades of brand equity on both sides. Sean breaks down the real-world decisions that come with that kind of growth: why they kept both brands intact (and didn’t rush into a forced rebrand), how they’ve worked to preserve separate voices while building one unified marketing team, and what it takes to keep communication strong across locations, time zones, and cultures. They also dig into what actually drives results in logistics marketing—especially trade shows—including pre/post-show strategy, brand awareness plays, and how they use geo-targeting and retargeting to maximize event spend. Plus, Sean shares how the team is cautiously integrating AI as a tool for research and ideation without losing the human edge that makes marketing work. If you’re navigating brand architecture, mergers, multi-team growth, or scaling marketing without losing identity, this episode is packed with practical insights.

    58 min

  4. JAN 28

    Branding Through Acquisition w/ Ronnie Hay

    What happens to a brand when growth comes fast—and comes through acquisition? On this episode of He Said, She Said: Razor Branding™ Podcast, we sit down with Ronnie Hay of UBEO Business Services, a company that has completed 27 acquisitions since 2017. That kind of growth doesn’t just test systems and processes—it tests culture, trust, and brand integrity. Ronnie shares how UBEO approaches branding in the middle of constant change, from deciding what happens to names and logos, to communicating with customers and employees who didn’t ask to be acquired. The key theme throughout the conversation? Empathy. Instead of leading with “here’s who we are now,” UBEO leads with understanding—recognizing the discomfort, uncertainty, and identity shifts that come with M&A. Ronnie also breaks down how they balance local market nuance with national scale, how they measure marketing success beyond vanity metrics, and why some of their most successful campaigns focused on users, not just decision-makers. This episode is a masterclass in branding during growth—and a reminder that people, not processes, are the real brand.

    54 min

  5. JAN 26

    Branding from Above w/ Andrew Mullin

    What does it take to market a global tech company in an industry that still feels new to most buyers? In this episode of He Said, She Said: Razor Branding™ Podcast, we sit down with Andrew Mullin, who leads marketing in the Earth observation industry at Earth Daily—and (casually) also serves as the mayor of Wayzata, Minnesota. Andrew breaks down the real challenge of marketing in an early-adopter category: it’s not just building awareness for your company—it’s educating the market on why the category matters at all. From ABM targeting by named accounts and personas, to translating complex satellite tech into the so what decision-makers actually care about, this conversation is packed with practical strategy. You’ll also hear Andrew’s take on brand architecture in a world of mergers and acquisitions—why “brand equity” is often internal mythology, and how a branded house approach can simplify the story, sharpen the offer, and help customers stop drowning in a spaghetti monster of legacy names.

    48 min

  6. JAN 19

    Branding Beyond the Balance Sheet w/ 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 Branding™ Podcast, we sit down with Sunny Ricks, who leads marketing for a large, multi-state CPA firm across the Southeast. Together, we unpack what it really takes to build a brand in an industry defined by confidentiality, regulation, and trust. This conversation goes far beyond taxes. Sunny shares how professional services firms can stand out when differentiation feels impossible, how personal branding fuels firm growth (without fear), and why thought leadership is no longer optional—it’s survival. We also dig into recruiting challenges, AI’s real role in marketing, and how brands can modernize without sacrificing credibility. If you market in accounting, legal, consulting, or any expertise-driven industry where trust matters more than flash, this episode will feel uncomfortably familiar—in the best way.

    53 min

  7. JAN 12

    Manufacturing, Relationships, and Branding w/ 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 Kilwin of Midwest Machining Solutions, a full-service machining and fabrication shop she and her husband built from auction equipment… in a two-car garage… nearly 25 years ago. Lisa shares what it’s really like to grow a custom shop (not production) where every job is different, confidentiality is real, and relationships have literally kept the business afloat. We also dig into the marketing reality most manufacturing leaders live every day: limited time, limited resources, too many options, and a whole lot of “I don’t know what I should even ask for.” If you’ve ever felt like marketing is moving faster than you can catch the train—Lisa will make you feel seen… and give you a smarter path forward.

    55 min

  8. JAN 5

    Branding That Keeps the Lights On w/ 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 centers, hospitals, high-rise multifamily, and massive builds across the country. On this episode of the He Said, She Said: Razor Branding™ Podcast, we sit down with Matthew Stephenson, VP of Marketing at Cummings Electrical, to talk about what B2B marketing looks like when your “product” is trust, your risk is labor, and your growth depends on finding the right work with the right customers—at the right time. Matt breaks down how account-based marketing (ABM) works in the real world, why marketing and sales have to operate as one team, and how his “Blue Ocean” process helps them spot the next opportunity before everyone else floods the market. In this conversation, you’ll hear: Why ABM is the only approach that makes sense when every pitch, proposal, and buyer scenario is different How Cummings positions itself as the safe choice What it takes to build a marketing strategy around labor + backlog—not just visibility and leads How the company identifies and exits red oceans (price-driven markets) and intentionally pursues blue oceans Why relationship marketing still wins—even in 2025—through interviews, experiences, and connection-driven tactics

    44 min
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5
out of 5
30 Ratings

About

The He Said, She Said, Razor Branding™ Podcast is hosted by Jaci and Michael Russo, covering topics like entrepreneurship, B2B marketing, messaging for your target audience, and of course, building your brand. Together, they provide branding insight, tips, and best practices from their combined 40+ years of experience. Special guests from various industries are welcomed to the podcast regularly to share their stories and how branding played a pivotal role in their success.

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