In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Linda Richardson, a values-driven marketing executive leading Blue Stream Fiber’s expansion from Florida into Texas.



Blue Stream isn’t a traditional internet provider—they partner directly with HOAs, developers, boards, and property managers through bulk fiber agreements. That means Linda isn’t marketing to everyone. She’s marketing to the right people. And when the company decided to enter Houston, she had to build brand awareness, education, and trust from the ground up.



Linda shares how her team approached a completely new market, how Texas audiences differ from Florida audiences, why tracking data matters more than marketing opinions, and how to build true partnership between marketing and sales.



If you’re expanding into new regions, selling to multiple stakeholder groups, or trying to build a data-driven brand, this episode is a masterclass in doing it the right way.



In our conversation, you’ll hear:




What it takes to enter a new market where no one knows your name



The dramatic difference between Florida HOA boards and Texas HOA boards



How Linda built a marketing department from scratch



How to test traditional media the right way



How to track ROI in hard-to-measure channels



Why marketing and sales alignment is non-negotiable








Guest Bio



Linda Richardson is a proactive, values-driven marketing executive known for leading transformative integrated marketing programs that build brands, deepen community engagement, and drive real business growth.



As the leader behind Blue Stream Fiber’s expansion efforts, Linda specializes in entering new markets with precision—aligning data, messaging, and local insight to build credibility fast. She’s known for developing systems, processes, and best practices that empower cross-functional teams, strengthen sales alignment, and deliver measurable ROI. With a career spanning leadership, strategy, media relations, and community engagement, Linda has appeared as a spokesperson on both national and local TV. She’s built a reputation for perseverance, partnership, and helping teams rise to the challenge of complex B2B decision-making.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael talk with Jason Gough, a 25-year marketing veteran who went from supplements and nutraceuticals to stone, surfaces, and seriously big kitchens.



After decades in traditional B2C products, Jason now leads marketing for Bedrock Quartz, navigating the unique challenge of serving both homeowners and custom home builders. Bedrock lives in that space where B2C retail, B2B relationships, and big-ticket decisions all collide—and Jason’s job is to keep the brand clear, consistent, and growing across every channel.



They dig into what changes (and what doesn’t) when you switch industries, how to brand for multiple audiences without losing your core, and why listening to customers beats guessing every time.



In our conversation, you’ll hear:




How Jason went from “this tastes terrible but it works” supplements to high-end stone and surfaces—and what carried over from one industry to the other in terms of branding, positioning, and trust.



How Jason uses research and real customer conversations to compare internal assumptions with external reality—and what happens when those two don’t match.



Why Bedrock still invests in traditional media (like billboards) alongside digital and social, and how they think about ROI and brand presence across both worlds.



How marketing and sales collaboration shows up in the field, and why being out with the reps and in the showrooms matters more than just reading reports.




It’s a sharp, funny, practical conversation for anyone trying to grow a brand that has more than one audience—and more than one way to win.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Andrew Burton—founder and President of Creekside Homes—who has spent decades turning custom home building into a brand of high-performance, beautifully designed homes in Northwest Oregon.



Andrew’s story begins on a carpentry crew in high school, evolves into building his first business at age 19, and leads into founding Creekside Homes in 2003—driven by a commitment not just to build houses, but to build homes that stand the test of time and deliver real value.



In our conversation, you’ll hear:




Why strategic marketing beats “random acts of marketing” — and how Creekside committed to a 5-year disciplined plan instead of reactive tactics.



The branding challenge of shared names (when “Creekside Homes” exists in multiple states) and how SEO, clarity, and geography help them win the right traffic and avoid the wrong clients.



Why clear communication changes construction experiences—from weekly calls to photo updates—and what happens when homeowners refuse to engage in the process.



The emotional side of custom home building, and why trust, transparency, and brand personality matter as much as design and craftsmanship when buyers are investing seven figures into their dream home.



Andrew’s biggest insight: that small businesses succeed by focusing on direct marketing, not mass marketing—and why hyper-targeting is the only smart path when your potential annual audience is 150 people, not 150,000.




If you lead a service-based business, design practice, or any brand that involves complex deliverables and high trust, Andrew’s insights will help you think differently about how you build—and how you brand what you build.

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 and Mouse Birth Control (yes, really), about the art of branding something the world didn’t know it needed.



Rochelle shares what it takes to launch a category-defining product, manage B2B and B2C messaging at once, and build collaboration between marketing and sales that actually works. From reimagining packaging to developing proof-driven storytelling, she’s rewriting what it means to market a breakthrough.



You’ll hear:




How to create belief in something brand new



Why differentiation means embracing discomfort



The power of data-driven storytelling in skeptical industries



How to align sales and marketing to accelerate adoption



Why good branding is always unorthodox




If you’ve ever had to sell an idea people didn’t yet understand, this episode is a masterclass in courage, creativity, and clarity.







Rochelle Paulet is the Marketing Director for Evolve, a company using science to solve one of the world’s oldest problems—rodent overpopulation—through innovation instead of poison. With decades of experience in brand strategy, B2B marketing, and consumer engagement, Rochelle specializes in transforming complex, technical products into clear, compelling stories that connect.

This week, Jaci and Michael sit down with Liz Brooks, VP of Client Services at Interview Valet, to talk about how brands can use podcasting to build credibility and connection in a crowded market.



From her roots in PR to helping hundreds of brands land on the right shows, Liz knows how to turn conversation into conversion. She shares insights on storytelling, authority marketing, and the art of being a great guest (the kind hosts actually want back).



You’ll hear:




Why podcasts are the new front door for your brand story



How to turn guest appearances into leads and loyal followers



The difference between pitching and positioning your expertise



Tips for creating content that cuts through the clutter in B2B marketing



Why authenticity on mic matters more than any press release




If you’ve ever wondered how to get your brand’s voice heard (literally and figuratively), Liz’s advice will help you show up smarter, sound better, and build authority that lasts.



Guest Bio:



Liz Brooks is the VP of Client Services at Interview Valet, the industry leader in podcast interview marketing. With a background in public relations and a career spent amplifying thought leaders, Liz helps brands turn conversations into credibility and visibility into value. Under her guidance, Interview Valet has connected hundreds of executives, authors, and entrepreneurs with high-impact podcasts, bridging the gap between earned media and authentic storytelling. When she’s not behind the mic (or the strategy board), Liz is a champion for helping B2B marketers find their voice and use it well.

In this episode, Jaci and Michael Russo sit down with Zach Schleien, CEO and Co-Founder of Filteroff, the video speed dating app changing how people meet and connect online.



Zach shares how building authentic relationships, whether in love or in business, comes down to one thing: authenticity. From creating a more honest dating experience to building multiple successful brands, Zach’s story is a masterclass in how to earn trust in a filtered world.



They discuss what it takes to brand for connection, why human matchmaking beats algorithms, and how the same principles behind meaningful relationships apply to meaningful marketing.



You’ll hear:




Why authenticity is the new currency of both dating and branding



How video builds trust faster than text or photos ever could



What every business can learn from the psychology of matchmaking



Why segmentation is key to clarity, whether you’re finding love or your ideal audience



The role of human connection in scaling digital brands




If your brand is more “swipe left” than “love at first sight,” Zach’s insights will help you rethink how to create real relationships that last.

This week, Jaci and Michael sit down with David Feinman, Co-Founder and CEO of Viral Ideas, to talk about the art (and science) of video that actually gets watched.



From building The Zombie Run in college to leading a global video-editing agency today, David’s entrepreneurial journey is all about turning big ideas into scalable systems without losing creativity. He shares how Viral Ideas has grown from a $200 experiment into a seven-figure operation—and why the best videos don’t just look good, they make you feel something.



You’ll hear:




Why simplicity beats flash when it comes to video and branding



The formula behind viral moments (and how brands can “hook hack” attention)



How to balance AI tools with human creativity without losing the magic



The surprising ways team culture drives creative output



What companies misunderstand most about making video content that works




Whether you’re leading a marketing team or just tired of making videos that fall flat, David’s insights will inspire you to rethink what “viral” really means.



Guest Bio:David Feinman is the Co-Founder and CEO of Viral Ideas, a Philadelphia-based agency that makes creativity simple, impactful, and scalable. With a decade of experience building ventures, from organizing a national 5K “Zombie Run” in college to producing thousands of videos for brands like eBay and Johnson & Johnson, David knows how to blend storytelling with systems. Today, his global team helps companies transform raw footage into scroll-stopping content at speed, all while keeping the heart of the story intact.

In this episode, Jaci and Michael Russo sit down with Charlie Grinnell, CEO of Right Metric, to unpack how marketers can stop drowning in data and start using it to make smarter decisions.



Charlie shares how Right Metric helps brands cut through the noise, focusing on what people do rather than what they say. From uncovering the hidden truths in customer behavior to leveraging AI responsibly, this conversation blends strategy, creativity, and humor (yes, even about insurance ads).



You’ll hear:




Why too much data can be just as dangerous as not enough



How to spot the gap between what customers claim and what they actually do



Why research is the most overlooked step in launching products or campaigns



The surprising role of creativity in making analytics actionable



A candid take on advertising hits and misses (looking at you, emu)




Whether you’re building a brand from scratch or leading campaigns in a noisy marketplace, Charlie’s perspective will help you move past guesswork and into informed, strategic decisions that actually connect.



Guest Bio: Charlie Grinnell is the CEO of Right Metric, a strategic research company that helps marketing teams make smarter, data-driven decisions. With a background spanning digital strategy, marketing analytics, and leadership, Charlie is passionate about turning overwhelming amounts of data into actionable insights. He’s worked with brands across industries to help them see past the clutter, focus on what matters, and drive results with clarity and confidence.

In this special creative team takeover episode of the He Said, She Said: Razor Branding™ Podcast, Michael Russo steps in with brandRUSSO’s designers and developers for a candid conversation about the role of design in branding—and why it matters more than ever.



They delve into the invisible impact of design, why people often only notice when it’s bad, and how brand touchpoints (from logos to typography to campaign visuals) shape the customer experience. The team also weighs in on the controversial Cracker Barrel rebrand, explores how AI is changing the design landscape, and emphasizes why shortcuts or templates can’t replace authenticity and craftsmanship.



Listeners will walk away with insights on:




Why good design is 99% invisible but 100% essential



The risks brands take when they modernize without honoring their audience



How AI can be a helpful tool—but not a replacement for human creativity



Best practices for working with creative teams and building trust in the process



Why consistency across design and messaging is critical for brand success




If you’ve ever wondered what goes on behind the scenes of brand building, this episode offers a raw, creative perspective from the people who design, code, and craft it every day.

In this special host-only episode, Michael and Jaci Russo pull back the curtain on what’s really holding brands back—and it’s not just budget or competition.



From the dangerous “If we build it, they will come” mindset to the overreliance on social media as a silver bullet, they explore why so many marketing efforts fail to connect. They also delve into the critical role of touchpoints, the underestimated value of internal culture, and why every team member—regardless of their title—is part of building the brand.



Key themes include:




Why great branding requires more than “checking the social media box”



How to maintain consistency across every touch point—physical and digital



The seven business pillars that impact your brand’s success



Why agency-client trust and collaboration are the foundation for results



The difference between marketing noise and marketing that converts




Whether you’re running a large enterprise or a small business, this conversation will challenge how you approach branding and customer experience.

In this episode, Jaci and Michael Russo sit down with Ari Weinzweig, co-founder of the iconic Zingerman’s Community of Businesses, to explore how culture, values, and vision shape brands from the inside out.



From dishwashing to deli ownership to thought leadership, Ari shares his unorthodox journey into entrepreneurship—including lessons in humility, the importance of visioning, and why leadership isn’t about hierarchy.



You’ll hear:




Why every “small” detail—like the salt level in soup—impacts your brand experience



How writing a personal and professional vision can change your business trajectory



The difference between managing for success vs. managing for headlines



How Ari’s belief in anarchism has helped him build empowered teams and authentic company culture



Why staying rooted in your values can be the most strategic branding move of all




Whether you run a growing brand or lead a small team, Ari’s perspective on intentional business, service, and leadership will leave you inspired to rethink what real branding looks like.

On this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo sit down with Mike Barton, VP of Corporate Communication & Content Marketing at AudioEye, to discuss what it truly means to make your brand accessible.



From his 14 years at Adobe to his current role at AudioEye, Mike has seen firsthand how often marketers unintentionally leave people out of the conversation. That’s where digital accessibility comes in.



Together they explore:




How inclusive design improves UX for all audiences



Why accessible websites aren’t just about compliance—they’re about connection



What marketers need to know about alt text, screen readers, and usability



How accessibility can increase brand trust, loyalty, and market reach




Whether you lead a national brand or run a small business, Mike shows how better branding starts with building for everyone, not just those who look, move, or read like you.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo sit down with Ryan Chute, founder of Wizard of Ads Essential Services, to talk about the kind of branding that sticks—not because it sells fast, but because it builds trust.



Ryan’s background in transactional sales gave him the grit. However, it was his experience at Wizard Academy that provided him with the insight to shift from high-pressure tactics to a long-term brand strategy built on storytelling, customer connection, and emotional resonance.



They dig into:




Why great branding starts with empathy, not algorithms



How emotional storytelling drives sales better than product specs



Why most B2B brands get it wrong (and how to fix it)



The difference between noise and true brand messaging




Whether you’re selling diamonds or ductwork, this episode proves that relational branding isn’t just good strategy—it’s good business.

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 what it really means to build brand equity in a global market.



Fernando shares insights from his international career in brand management, marketing strategy, and consumer engagement—unpacking the nuances of branding across cultures, the importance of local relevance, and how to build emotional connections at scale. With experience spanning Latin America, North America, and Europe, Fernando brings a perspective rooted in adaptability, empathy, and strategy.



Whether you’re leading a global brand or just trying to grow your message beyond your zip code, this episode is filled with takeaways for brand leaders who want to think—and act—bigger.



Fernando Andreazi is a global marketing executive and brand strategist with decades of experience driving growth and transformation for international brands. With a deep understanding of cross-cultural engagement, he has led teams in Latin America, Europe, and North America—focusing on brand equity, emotional storytelling, and scalable strategy.

In this episode of the He Said, She Said: Razor Branding Podcast, brand experts Jaci and Michael Russo talk with Mickie Kennedy, founder of eReleases, about the power of using press releases for brand awareness and earned media coverage.



With over 25 years of experience in public relations and media strategy, Mickie breaks down how small businesses and startups can use PR to increase visibility, boost credibility, and drive real results. He shares insights on writing effective press releases, understanding how journalists choose stories, and how to get picked up by outlets, even without a huge budget.



Whether you’re launching a product, building your reputation, or looking to increase online visibility for your brand, this episode is packed with actionable strategies to get your name in the news.