Jaci Russo of Razor Branding joined Brandon and Bernie for her weekly Brand Buzz segment this morning to talk about the success of Russo's campaign for Lafayette General, it's coverage in a recent magazine article, and how the campaign is an example of what Russo calls 'branding for the greater good.'

Russo talked about why her firm's advertising for Lafayette General was spotlighted in the national publication Strategic Healthcare Marketing and how it reflected the work done at LGMC and authentic marketing.

[Strategic Healthcare Marketing] interviewed us and talked about how the campaign was different than others in the country. Testimonial campaigns can be cliché and overdone but they recognized it as special and unique and we were honored and wanted to share it


Our pieces use the subject’s own words. They tell their own story in their own way, not scripted, there's no teleprompter or cue cards.

Russo explains that this kind of 'real' marketing is what people are most attracted to and gives her suggestions for being more authentic in representing your brand

Are you letting your customers and coworkers/employees tell your story? Stories are what branding is all about. It's about knowing who you are and what you’re about. Know who you’re talking to. Is what you're saying to them really going to resonate with them? Are you changing the conversation and saying it in the way it hasn’t been said before? And then figure out where you’re going to put it so it can get heard.

Click the image above to listen to the full interview.