When Going Negative Goes Wrong

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Anheuser-Busch launched an ad campaign during the 2019 Super Bowl with a primary message: Bud Light does not contain corn syrup.  The ads featured the Bud Light King and the Bud Knight on a quest to return a barrel of corn syrup to its proper owner.  They first visit the Miller Lite castle followed by the Coors Light castle looking for where the corn syrup belongs.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

University asks Louisiana high school to stop using logo

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Recently, news broke that Rutgers University asked Ruston High School to stop using their trademarked logo. According to Rutgers spokeswoman Dory Devlin, “The university addresses trademark infringement issues to avoid confusion among brands and to ensure its logos are used for their intended purpose.”

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Don’t Play Chicken With Your Brand

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A few weeks ago, Popeye’s launched a new menu item – the chicken sandwich – going head to head with Chick-fil-A.  The skirmish began with a series of tweets and escalated into a Twitter battle royale with every fast food chain jumping into the fray and doing their best to grab some of the media headlines.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

4 Tips to Help Your Bold Brave Brand Stand Out From the Pack

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Human nature is to blend in. Wanting to stand out can be really scary and dangerous. This goes all the way back to the law of the jungle. Why do antelopes and zebras travel in a pack? To blend in. To their predators, the pack down in the plains, looks like one large animal that is too big to consider attacking. There is real safety in numbers.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

How to Choose the Right Branding Agency For You

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I was at the 10th annual Ad Age Small Agency Conference last week with hundreds of other agencies from around the country. I had the pleasure of attending the first ever conference 10 years ago, and it was interesting to see how many things have changed (most notably being social media) and what has stayed the same (large agency vs small agency challenges).

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

“Stranger Things” Uses Out of Home Advertising to Build Their Brand

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I was in Los Angeles last week and was reminded of how much I love the advertising on Sunset Boulevard in Hollywood. It’s LA’s version of Times Square, and when done well, it is awesome.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Coach Robichaux Built the Brand of Baseball

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Tony Robichaux, the beloved head coach of the University of Louisiana Ragin’ Cajuns baseball team, passed away suddenly at the age of 57. Although he had been head coach for the past 25 years (winningest coach in the university’s history), he always said, “Being a baseball coach is what I do, it’s not who I am.” That’s just one of the many, “Robeisms” that he is known for using to teach life lessons that go beyond just the game.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Do Advertising Awards Build Your Brand?

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The truth behind awards, their true value, and what they mean to a client’s brand.

brandRUSSO was born in February 2001, and like most agencies, we entered our work in all of the award shows, winning more than our fair share of local, regional and national advertising awards. We earned a great haul of glass and metal acknowledging the impressive work we created for our clients.  The Telly awards are a favorite being produced by the same company that makes the Oscar. They have some real heft to them.  But, year after year, winning dozens and dozens of awards began to feel empty and meaningless (and expensive to enter).  Just because some out-of-market creative director “judged” the work to be worthy of recognition – what did that really mean?  

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

WHY HAVING THE BIGGEST BUDGET DOESN’T ALWAYS TRANSLATE TO HAVING THE BEST BRAND

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I spent this past Friday on the road, driving from Lafayette to Jackson, Mississippi to watch my son play baseball at Millsaps College. Along the way, I began to notice a multitude of what can only be described as an outdoor buffet of legal advertising. Now, it’s not like I haven’t noticed them before, as they seem to be everywhere these days, but several lawyers seemed to own pretty much every outdoor board along my four-hour drive.

For information on these strategies, check out these Razor Branding Blogs:

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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