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What happens when your competitor becomes your sister brand—and you’re the one responsible for marketing both?

In this episode of He Said, She Said: Razor Branding™ Podcast, repeat guest Sean Schnipper returns with a major update: Transervice Logistics merged with Lily Transportation in summer 2023—creating two legacy brands under one umbrella, operating in the same space, with decades of brand equity on both sides.

Sean breaks down the real-world decisions that come with that kind of growth: why they kept both brands intact (and didn’t rush into a forced rebrand), how they’ve worked to preserve separate voices while building one unified marketing team, and what it takes to keep communication strong across locations, time zones, and cultures.

They also dig into what actually drives results in logistics marketing—especially trade shows—including pre/post-show strategy, brand awareness plays, and how they use geo-targeting and retargeting to maximize event spend. Plus, Sean shares how the team is cautiously integrating AI as a tool for research and ideation without losing the human edge that makes marketing work.

If you’re navigating brand architecture, mergers, multi-team growth, or scaling marketing without losing identity, this episode is packed with practical insights.

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What happens to a brand when growth comes fast—and comes through acquisition?

On this episode of He Said, She Said: Razor Branding™ Podcast, we sit down with Ronnie Hay of UBEO Business Services, a company that has completed 27 acquisitions since 2017. That kind of growth doesn’t just test systems and processes—it tests culture, trust, and brand integrity.

Ronnie shares how UBEO approaches branding in the middle of constant change, from deciding what happens to names and logos, to communicating with customers and employees who didn’t ask to be acquired. The key theme throughout the conversation? Empathy.

Instead of leading with “here’s who we are now,” UBEO leads with understanding—recognizing the discomfort, uncertainty, and identity shifts that come with M&A. Ronnie also breaks down how they balance local market nuance with national scale, how they measure marketing success beyond vanity metrics, and why some of their most successful campaigns focused on users, not just decision-makers.

This episode is a masterclass in branding during growth—and a reminder that people, not processes, are the real brand.

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What does it take to market a global tech company in an industry that still feels new to most buyers?

In this episode of He Said, She Said: Razor Branding™ Podcast, we sit down with Andrew Mullin, who leads marketing in the Earth observation industry at Earth Daily—and (casually) also serves as the mayor of Wayzata, Minnesota.

Andrew breaks down the real challenge of marketing in an early-adopter category: it’s not just building awareness for your company—it’s educating the market on why the category matters at all. From ABM targeting by named accounts and personas, to translating complex satellite tech into the so what decision-makers actually care about, this conversation is packed with practical strategy.

You’ll also hear Andrew’s take on brand architecture in a world of mergers and acquisitions—why “brand equity” is often internal mythology, and how a branded house approach can simplify the story, sharpen the offer, and help customers stop drowning in a spaghetti monster of legacy names.

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Marketing professional services is hard.
Marketing accounting might be one of the hardest versions of that challenge.

On this episode of the He Said, She Said: Razor Branding™ Podcast, we sit down with Sunny Ricks, who leads marketing for a large, multi-state CPA firm across the Southeast. Together, we unpack what it really takes to build a brand in an industry defined by confidentiality, regulation, and trust.

This conversation goes far beyond taxes. Sunny shares how professional services firms can stand out when differentiation feels impossible, how personal branding fuels firm growth (without fear), and why thought leadership is no longer optional—it’s survival. We also dig into recruiting challenges, AI’s real role in marketing, and how brands can modernize without sacrificing credibility.

If you market in accounting, legal, consulting, or any expertise-driven industry where trust matters more than flash, this episode will feel uncomfortably familiar—in the best way.

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What happens when your company does incredible work… but you can’t show half of it?

On this episode of He Said, She Said: Razor Branding™ Podcast, we talk with Lisa Kilwin of Midwest Machining Solutions, a full-service machining and fabrication shop she and her husband built from auction equipment… in a two-car garage… nearly 25 years ago.

Lisa shares what it’s really like to grow a custom shop (not production) where every job is different, confidentiality is real, and relationships have literally kept the business afloat. We also dig into the marketing reality most manufacturing leaders live every day: limited time, limited resources, too many options, and a whole lot of “I don’t know what I should even ask for.”

If you’ve ever felt like marketing is moving faster than you can catch the train—Lisa will make you feel seen… and give you a smarter path forward.

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Cummings Electrical isn’t the electrician you call when a breaker flips. They’re a major commercial and industrial contractor doing high-stakes electrical work for data centers, hospitals, high-rise multifamily, and massive builds across the country.

On this episode of the He Said, She Said: Razor Branding™ Podcast, we sit down with Matthew Stephenson, VP of Marketing at Cummings Electrical, to talk about what B2B marketing looks like when your “product” is trust, your risk is labor, and your growth depends on finding the right work with the right customers—at the right time.

Matt breaks down how account-based marketing (ABM) works in the real world, why marketing and sales have to operate as one team, and how his “Blue Ocean” process helps them spot the next opportunity before everyone else floods the market.

In this conversation, you’ll hear:

• Why ABM is the only approach that makes sense when every pitch, proposal, and buyer scenario is different
• How Cummings positions itself as the safe choice
• What it takes to build a marketing strategy around labor + backlog—not just visibility and leads
• How the company identifies and exits red oceans (price-driven markets) and intentionally pursues blue oceans
• Why relationship marketing still wins—even in 2025—through interviews, experiences, and connection-driven tactics 

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With a name like Sunshine Makarow, you expect bright energy — and she absolutely delivers. Sunshine joins us to talk about marketing in a highly technical, highly regulated healthcare environment, where your audience includes everyone from infection prevention teams and procurement to department managers and end users.

In this episode, Sunshine shares how she balances emotional connection with scientific proof, how her team makes trade shows actually worth it, and why measuring marketing is non-negotiable — especially when you’re building a brand that protects patients.

In this conversation, you’ll hear:

• How to market to technical audiences by leading with emotion and backing it up with logic (“people buy on emotion and justify with logic”).
• Why personas matter more in healthcare—because infection prevention, procurement, biomed, and end users all need different messages.
• A smarter way to support sales inside hospitals, including trackable digital collateral (and why “donuts don’t work” in regulated environments).
• How to make trade shows pay off with pre-show promotion, follow-up systems, and a booth experience people actually remember.
• Why “we’ve always done it” is the most expensive strategy—and how to replace it with goal-first planning and measurable marketing.

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In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Greg Bowman of Precision Core, a leader in the corrugated manufacturing industry serving national brands—many of which you’ve seen every day without ever knowing who made the box.

Greg shares the realities of marketing in a highly confidential, IP-protected industry where showing the work isn’t always an option, and traditional advertising rarely applies. From NDAs and private labeling to fierce competition and tight timelines, this conversation dives into what it really takes to grow a B2B manufacturing company when visibility is limited but expectations are sky-high.

With decades of experience in sales and operations, Greg brings a grounded, honest perspective on blending old-school relationship-driven selling with modern digital tools—without sacrificing trust, quality, or integrity.

In this conversation, you’ll hear:

• Why marketing is uniquely difficult in the corrugated manufacturing industry
• How Precision Core relies on old-school relationship building
• Why word of mouth alone isn’t a growth strategy
• What operational excellence really looks like
• The tension between perfection and progress in marketing
• Why blending old-school sales with selective digital tools (SEO, LinkedIn, AI)

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In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael talk with Meghan Marks, Chief Marketing Officer at Orca Security, about what it takes to build—and brand—a company in hypergrowth.

With 15+ years in tech marketing at companies like Palo Alto Networks, Twistlock, and Siemens, Meghan knows how to turn complex categories into clear stories that drive real results.

She breaks down:

• How marketing and sales work together instead of against each other
• What it takes to keep a brand focused during rapid growth
• How to stand out in one of the most crowded categories in tech
• Why clarity, consistency, and culture matter more than ever
• How she approaches planning, events, messaging, and AI with intention

If you’ve ever tried to grow fast without losing focus, this one’s for you.

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In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael talk with Justin Davidson, Senior Marketing Manager for JE Dunn Construction’s Industrial & Manufacturing business unit — part of the company’s Advanced Facilities Group.

JE Dunn is one of the largest construction firms in the country, delivering complex industrial and advanced manufacturing projects nationwide. Justin sits at the center of that work, leading marketing strategy and pursuit efforts that help the right clients understand what JE Dunn can really do — and why it matters.

From managing RFP-heavy pursuits to building a brand in a technical, niche space, Justin shares what it looks like to do B2B marketing in the real world: limited resources, competing priorities, and high expectations… even at a multi-billion-dollar company.

In this conversation, you’ll hear:

• Why even a $10B construction company still has brand awareness challenges in industrial and manufacturing markets — and what that teaches smaller teams about consistency and focus.
• How JE Dunn structures its marketing function across business units and regions, and what that means for collaboration, specialization, and staying aligned with operations.
• How Justin thinks about the balance between RFP work and proactive branding, and why strong relationships and reputation can sometimes help you avoid the RFP altogether.
• Why storytelling still matters in a highly technical, B2B environment, and how Justin’s journalism background helps him simplify complex projects into clear, compelling narratives.
• How to choose tactics with intention (like rethinking a direct mail campaign) by starting with the audience’s real problems instead of chasing whatever channel is trendy.

Guest Bio

Justin Davidson is Senior Marketing Manager for JE Dunn Construction’s Industrial & Manufacturing business unit, where he leads marketing strategy and execution to strengthen client relationships and elevate brand presence nationwide. As part of JE Dunn’s Advanced Facilities Group, he drives strategic pursuits for advanced manufacturing projects while highlighting the stories behind JE Dunn’s people and work.

His passion is showcasing the company’s commitment to clients, communities, and employees through impactful storytelling and marketing initiatives.Justin earned a Bachelor of Arts in Journalism from the University of Georgia in 2009. He is a Certified Professional Services Marketer (CPSM) through SMPS, a Certified Digital Marketing Professional through DMI, and an AMA Professional Certified Marketer.