He Said, She Said: Razor Branding™ Podcast

At RUSSO, we talk a lot about consumer behavior and the importance of consumer insight to develop messaging that not only resonates but also inspires. Today, we welcome Professor Aaron Ahuvia, Ph.D., the world’s leading expert on brand love, i.e. how love works when we love a brand, product, or anything else that isn’t a person. In his new book, The Things We Love: How Our Passions Connect Us and Make Us Who We Are (published by Little, Brown), Professor Ahuvia takes a deep dive into our mysterious, tangled relationships with loved objects and activities, including loved brands and products. He is also a leading expert on the psychology of happiness, focusing on how money, shopping, and spending influence our wellbeing. Also, he has co-authored a United Nations report on happiness and public policy.

A lot of people are talking about storytelling these days, but what does that mean exactly, and how do you go about telling yours? Joining us on the He Said, She Said Razor Branding podcast to discuss this is Lindsay Pinchuk, an award-winning entrepreneur, consultant, community builder, connector, storyteller, expert marketer, social media maven, spokesperson, on-air expert, small business champion, and Mom. Lindsay’s lent her expertise to 200+ television segments, given interviews on 40+ podcasts, and has been featured or contributed to stories in Time Magazine, The Wall Street Journal, Parents.com, Babycenter.com, “The Doctors,” “Access Live,” The Chicago Tribune, Crain’s Chicago Business, Chicago Magazine and many more as both a parenting/lifestyle expert AND as an entrepreneur/small business expert. Today, Lindsay works with individuals, brands, and companies, both large and small, to tell their brand’s story, grow the communities who support them, and ignite their success both on and offline. She offers both coaching and consulting services including business growth, branding, community growth, marketing, content, and social media strategy. You can also find Lindsay behind the mic interviewing some of the most incredible entrepreneurs she knows during her weekly podcast, Dear FoundHer.

Joining us on the He Said, She Said Razor Branding™ Podcast today to discuss Entrepreneurial Branding is Travis Rosbach. Capt. Rosbach has spent the last three decades enhancing his entrepreneurial skills. Throughout the years, Mr. Rosbach has been proud to invent and found Hydro Flask®, work as a business broker, fly as an Airline Pilot, is an active Professional Speaker, and start The Tumalo Group, providing sourcing, advising, and consulting. His clients include various industries, celebrities, individuals, and even countries. He not only shares his tradecraft with others but also practices it in the many startups in which he is currently involved. Besides Entrepreneurship, Mr. Rosbach's Experience Includes: - SCUBA Dive Master/Instructor (PADI 158190) - US Merchant Marine Boat Captain (50 Tons) - Commercial Airline Pilot (ATP) - Oregon Contractors License - Hawai'ian REALTORS License - Yoga Instructor (500 Hour Hatha and Kundalini (NOT 3HO) - Reiki Master - Member of The Explorers Club - Fellow at the Royal Geographical Society.

B2B branding can be a challenge for most, particularly when you are more familiar with a B2C approach that, on the surface, provides more opportunities for emotional connections. Truth is, B2B branding provides the same opportunities; you just have to know where to look. Rob Kirkpatrick, Head of Brand and Communications for Airspace, joins us to discuss his experience with B2B branding and how to connect with businesses on an emotional level. While Rob's current role is guiding marketing efforts for an international tech company, he is no stranger to storytelling. His professional background includes time at CNN, Fox Television, and Townsquare Media. He is the ultimate critical consumer of media and has seen the very best and, unfortunately, the very worst in marketing and advertising. Rob is based in Lafayette, Louisiana, but works directly with teams in Carlsbad, California, and Amsterdam, The Netherlands. He's married and living the #dadlife with two young daughters.

Choosing the right agency is one of the first, and often most important steps in building a strong brand. Joining us to discuss his insight and experience is Jonathan Sachs of iDiscovery Solutions (iDS) – an international eDiscovery firm specializing in solving complex data problems. With over 15 years of consultative sales experience in the areas of eDiscovery, managed review, forensics, cyber, and expert consulting, Jonathan is responsible for all aspects of the iDiscovery Solution’s sales and revenue strategy, brand awareness and competitive positioning, and service promotion marketing programs. As iDS’s brand manager, Jonathan worked directly with the IDS leadership team to find the right agency for their unique needs.

Focus, or The Who of your brand, is the first of four primary elements RUSSO uses in the RazorBranding™️ process to change the conversation and better position clients within their marketplace. Focus helps define who you are and who your audience is through the use of consumer insight, demographics, psychographics, and personality profiles. Helping to provide some insight on how research plays a large part in finding your audience, is the Associate Director of Marketing for AAAASF, Jen Swanson, MNA CAE. For the last 15 years, Jen has worked to advance the mission of healthcare associations. In her current position, she combines her years of customer service experience with data-based insights and marketing best practices to increase the awareness of AAAASF accreditation while working to enhance and advance internal processes. She enjoys spending time with her husband and her house full of pets, visiting as many zoos as possible, and running an animal education and conservation nonprofit with her husband.

Joining us on the Razor Branding™ is Maureen Dugas Foster, who has developed a superpower she calls manifesting abundance.

Joining the Razor Branding™ Podcast is Leigha T. Porter, founder and artistic director of F.I.R.E. Expressions Performing Arts Conservatory.

Joining us on Razor Branding™ Podcast LIVE is Michael Frugé, owner and operator of Parish Rice.

Joining us on Razor Branding™ Podcast LIVE is Loren Felman of 21 Hats.