He Said, She Said: Razor Branding™ Podcast

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.

Charlie Grinnell, CEO of Right Metric, guides marketers to navigate the chaotic sea of data. He discusses why excessive data can be as harmful as too little and reveals the gaps between what customers say and their actual behaviors. Charlie emphasizes the often-overlooked power of research in launching successful products and shares insights on blending creativity with analytics. He also explores the implications of privacy in the digital age and highlights how marketers can connect effectively by observing actions over words.

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.