RUSSO is a strategic branding and communications firm based out of Lafayette, Louisiana. Here, we use consumer insight to develop branding and marketing initiatives that effectively change the conversation – forming emotional connections between brands and consumers.



Ochsner Health System is one of the largest independent academic health systems in the United States and Louisiana’s largest nonprofit health system. So it goes without saying that in Louisiana, Ochsner has no problem with brand awareness. Read More…

After more than half a century, regional construction company Manuel Builders suddenly became overrun by national companies known for using cheap materials, while caring little for the communities they served. Read More…

  • Cajun HD Featured2

    Cajun Harley-Davidson

    Cajun Harley-Davidson The Challenge In an industry where Harley-Davidson controls a vast majority of the market, the biggest competition for Harley-Davidson dealers is with their counterparts within the region. Cajun Harley-Davidson has the clear advantage with more than three decades of business, high rate of repeat business, excellent customer service and work in the community. […]

  • Ochsner Featured2


    Ochsner The Challenge Ochsner Health System is one of the largest independent academic health systems in the United States and Louisiana’s largest nonprofit health system. So it goes without saying that in Louisiana, Ochsner has no problem with brand awareness. With 11 hospitals both owned and managed, more than 40 health centers, more than 15,000 […]

  • CC

    CC’s Coffee

    CC’s Coffee The Challenge CC’s Coffee was being challenged from all directions. Corporate giants like Starbucks and small independent shops seemed to be everywhere, and all of them were saying the same thing. The Approach RUSSO’s “Mochasippi” campaign used radio and social media to generate and cultivate relationships between the consumer and the CC’s Coffee […]

  • Natchez Featured2


    Natchez The Challenge Natchez, Mississippi: The city that time forgot. Without a major interstate running through it, Natchez had not developed like so many other towns. This disadvantage became an opportunity to build a whole new business in this town of Southern culture, grace, and beauty. The well-preserved antebellum homes and converted bed & breakfasts […]

Lafayette City-Parish Consolidated Government (LCG) came to RUSSO with the need to launch a safety campaign for the Lafayette Metropolitan Planning Organization’s (MPO) Bicycle and Pedestrian Safety and Healthy Community Education Program. Read More…



  • Did the King of Beers get it wrong?

    Did the King of Beers get it wrong?

    When branding fails to do what it was intended for. Budweiser has been a brand pioneer for decades with some of the most memorable ad campaigns in the history of advertising. More often than not, they have worked to be the everyday man’s beer, and their messaging generally reflected that. Whether it was the frogs […]



    6 of the most interesting political ads of the 2018 midterm elections As we approach midterm elections, I thought I would share some of the most interesting political ads that are currently running across America. Now, to be clear, this is not an endorsement of any political campaign, candidate or political party. Rather it is […]

  • The Difference Between Marketing and Branding

    The Difference Between Marketing and Branding

    And why one cannot survive without the other For some people, marketing and branding is close to the same thing. There is some truth to this if your marketing is influenced by sound branding, but this is rarely the case. More often than not, marketing is developed without the use of consumer insight resulting in […]



    And why it doesn’t have to be that way I’m just going to throw it out there before I begin – I love advertising, and I always have. But I know for many businesses, advertising is a necessary evil. It is something that is either blindly pursued with skeptic hope that it might work or […]



At RUSSO, our philosophy is directly related to our process, which we call Razor Branding™. Razor Branding develops brands from the inside out, establishing a series of branded touchpoints that form emotional connections with the consumer. Developing these connections relies heavily on understanding the psychographics of consumer behavior, and not just demographic profiles that rarely tell the whole story.

Understanding perceptions, attitudes, beliefs, and the lifestyles of our clients’ consumers better position us to develop messaging that motivates individuals and best meets their needs – regardless of industry, size, location, or category.


Razor Branding works towards three primary goals at all times: Focus, Connection, and Harmony.

FOCUS- We identify your audience.  Then we use psychological profiling to discover what they think and how they feel. We get to know them personally — right down to what motivates them.

CONNECTION- We learn what resonates with your audience. Then we use your most unique qualities to bridge their wants with what you deliver.

HARMONY- We create a system of branded touchpoints for circulating your message through the right channels.




RUSSO is made up of marketing, advertising, communications and branding professionals from all over the country – having worked in diverse markets such as, Los Angeles, New York, Dallas, Nashville and Seattle. At our Louisiana offices, we like to refer to ourselves as “Boomerangers” – those individuals who left the state for a time, only to return with a renewed passion for their home. We believe this gives us a unique perspective on what our area has to offer, as well as the national experience to work within any market.



Welcome to our library of all things Branding. Here, you’ll find useful information on a wide variety of topics, including; branding, marketing, social media, media management and even advice and tips for small businesses. Feel free to have a look around, and download as many of our eBooks as you like. Then, shoot us an email with any questions you might have. We would love to hear from you.