Generational Branding: Learning Everyone's Language, Jaci Russo, TBJApodcast 403
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Learning to speak a marketing language that speaks to everyone helps you cut through the generational branding. Jaci Russo shares key insights on what consumers are looking for. Learn what “body copy” and “headline” readers really want.

Jaci Russo is the CEO of RUSSO with more than 25 years of brand strategy experience on a national level. Her expertise is founded in strategic planning, brand management, national product launches, media management for local, regional and national clients.


I was a debater in high school and college.

Think Like A Journalist Quote

“Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.” –Richard Branson

Success Quote or Tip

Career Highlight

When It Didn’t Work

Jaci’s biggest challenge has been in the hiring process of her company. She says she either did it really well or really poorly. Find out what she did to improve this.

Top Tips Generational Branding: Learning Everyone’s Language

  1. Who is your target client? 
  2. Messaging: what you should say?
  3. Where do you say it?
  4. Body copy: plagued by analysis paralysis.
  5. Headlines: they won’t read tons of copy.
  6. Illustration: the expressive, how pretty.
  7. the logo: the we, case studies.

What is one piece of technology, video or multimedia equipment, or app that you just can’t live without?


One book, documentary, blog, podcast, or Internet Channel to watch?

The eMyth

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It’s an Amazon affiliate link. It won’t cost you more but it will send me a few coins to keep on building our crazy good content here. 🙂


Twitter @jacirusso

Brand Russo website

Mentioned In This Episode

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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