Brand Shorthand

Podcast von Mark Vandegrift and Lorraine Kessler

Englisch

Business

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Mark Vandegrift and Lorraine Kessler discuss advertising, public relations, sales, positioning, branding, and more in this podcast designed for those who want to do a deep dive into the world of marketing. Mark and Lorraine discuss the psychology of what makes great brands. They break down the details of the good moves and some really bad moves by brands big and small. It's like a play-by-play of what went right, or what went wrong. If you're in the world of marketing, learn tips and tricks that will help you develop a new brand, from finding and focusing on a position, dramatizing that position in the marketplace, and distributing through the wide, wide world of media. With a combined 80 years of marketing experience, both Mark and Lorraine provide insights on campaigns they've led or seen others lead. All gloves are off when it comes to their take on great strategic marketing moves and those that might have seemed like a good idea at the time, but later flopped. No matter what part of marketing interests you, there'll be something for everyone as we cover positioning strategy, branding, creative dramatization, media selection, sales techniques, analytics, and less discussed parts of the spectrum such as distribution and growth strategies. You can be a strategist, a copywriter, an art director, a web developer, a digital marketing specialist, a sales person, an SEO specialist, and pretty much anything else in the advertising world and you'll find something on the Brand Shorthand podcast that interests you.

Alle Folgen

104 Folgen

Unhinged Marketing Campaigns

Do unhinged marketing strategies work? From Dunkin’s Dirty Soda to Dr. Squatch’s skits, tune into this week’s episode of the Brand Shorthand podcast to learn if this humorous marketing approach is effective, who the target audience is, and if it’s beneficial in long-term brand building. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

8. Juni 2026 - 27 min

Playing to Win in Brand Rivalries

Coke vs. Pepsi and McDonald’s vs. Burger King. These big brand rivalries are nothing new to the marketing world. This week on the Brand Shorthand podcast, Mark and Lorraine dive into some recent brand battles in 2026, the strategy behind going against a rival, and tips and tricks for businesses to play to win against their competition. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

26. Mai 2026 - 30 min

Campaign Catch Up!

Campaign catch up and the beauty of a simplified position! Some of the popular campaigns that Mark and Lorraine discussed last season are continuing their efforts into 2026. Back for round two is Sydney Sweeney with American Eagle and Walter Goggins with Walmart’s “Who Knew” campaign! Another brand seeing huge success is Starbucks, thanks to CEO, Brian Niccol, who has successfully enforced his “Back to Starbucks” plan. Tune in to this week’s episode of Brand Shorthand to hear the latest on these brands! Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

11. Mai 2026 - 25 min

Go-To-Market Plan feat. Tony Bell

Tony Bell, Executive Director of Client Services and Media at Innis Maggiore, joins Mark for this week's episode of the Brand Shorthand Podcast to discuss the topic of go-to-market strategies. Tune in to learn how to develop an effective go-to-market strategy, the “bothism” approach, common go-to-market strategy mistakes, and how to dramatize your position. Join Mark and Tony for 30-ish as they discuss all things marketing, advertising, and of course … positioning

27. Apr. 2026 - 25 min

Brand Shorthand’s 100th Episode

We’ve reached a milestone! 100 episodes — all about positioning. Spend 30ish with Mark and Lorraine as they remind us of the value of positioning, the meaning behind the name Brand Shorthand, some golf talk at The Masters and why they have such a “master” brand, and some recent good and bad moves of brands through the filter of timeless positioning principles.

13. Apr. 2026 - 32 min

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