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…

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…



  • The challenges of choosing an eCommerce Site

    The challenges of choosing an eCommerce Site

    And which eCommerce Site is right for your brand? If your business is going to be offering products and services online, you’ll need a way to make transactions. It can be difficult, expensive and impossible for many brands to implement eCommerce solutions in-house. That’s where eCommerce sites come in. The most effective and affordable eCommerce sites have a few […]

  • 4 Ways to Differentiate Your Ecommerce Brand

    4 Ways to Differentiate Your Ecommerce Brand

    Tips on How to Make Your eCommerce Shop Stand Out from the Competition Launching an eCommerce brand is daunting. The number one problem you’ll have is competition. eCommerce is one of the most competitive places to sell a product or service: your competition isn’t just down the road, it’s all over the world. Even if […]

  • 7 Pros and Cons of Starting A Solely eCommerce Brand

    7 Pros and Cons of Starting A Solely eCommerce Brand

    A Look at the Upside and Downside of Relying Strictly on eCommerce There is no doubt that eCommerce is a great idea. If you have a brand that sells, well, anything, eCommerce should be a component in the way you do business. There are numbers to back that up; eCommerce sales are expected to grow […]

  • 4 Strategies That Will Help Your Team Warm up to Cold Calls.

    4 Strategies That Will Help Your Team Warm up to Cold Calls.

    The benefit of Cold Calls and how to Make It A Habit Cold calls are tough, and it’s likely they are the least favorite part of your sales team’s job. It’s hard to ring up a person who doesn’t know they need you yet. But brands grow by bringing in new customers and cold calls […]



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.