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.
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.
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.
