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.

Icebreaker
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

Who is your target client? 
Messaging: what you should say?
Where do you say it?
Body copy: plagued by analysis paralysis.
Headlines: they won’t read tons of copy.
Illustration: the expressive, how pretty.
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?
iPhone
One book, documentary, blog, podcast, or Internet Channel to watch?
The eMyth
Get a free audiobook when you try Audible free for 30 days:  www.audibletrial.com/TBJApodcast
OR to get a physical copy of the book…click the book title.
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.