Launched in 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo, brandRUSSO has grown to include a diversified client roster including experience with a wide variety of industries from coast to coast. Their branding process, Razor Branding ™, permeates all levels of marketing, advertising, digital and social media giving them a unique advantage in first identifying their client’s target audience, then developing messaging, strategies, and creative that builds awareness, loyalty, and advocacy.
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Launched in 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo, brandRUSSO has grown to include a diversified client roster including experience with a wide variety of industries from coast to coast. Their branding process, Razor Branding ™, permeates all levels of marketing, advertising, digital and social media giving them a unique advantage in first identifying their client’s target audience, then developing messaging, strategies, and creative that builds awareness, loyalty, and advocacy.
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.
He Said, She Said: Razor Branding™ Podcast
Launched in 2001 by CEO Jaci Russo and Chief Creative Officer Michael Russo, brandRUSSO has grown to include a diversified client roster including experience with a wide variety of industries from coast to coast. Their branding process, Razor Branding ™, permeates all levels of marketing, advertising, digital and social media giving them a unique advantage in first identifying their client’s target audience, then developing messaging, strategies, and creative that builds awareness, loyalty, and advocacy.
