Brand Shorthand

Podcast by Mark Vandegrift and Lorraine Kessler

English

Business

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20 hours of audiobooks / month
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About Brand Shorthand

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.

All episodes

102 episodes

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 May 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

True Crime Podcasts and the Power of Positioning - Part 2

This week on the Brand Shorthand podcast, Mark and Lorraine continue their discussion on true crime podcasts, a popular and growing category in the world of podcasting. Tune in for part two to learn about what makes these shows addictive, why the community is the magic bullet, the societal impact of these shows, and how marketing and true crime podcasts share basic positioning principles. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning! Learn more about these true crime podcasts by checking out the links below: Surviving the Survivor - Joel Waldman and Holocaust survivor mom, Karmela Waldman YouTube Channel: https://www.youtube.com/@SurvivingTheSurvivor [https://www.youtube.com/@SurvivingTheSurvivor] Website: https://survivingthesurvivor.com/ [https://survivingthesurvivor.com/] Grizzly True Crime - Gisela K YouTube Channel: https://www.youtube.com/c/grizzlytruecrime [https://www.youtube.com/c/grizzlytruecrime] Website: https://grizzlytruecrime.com/ [https://grizzlytruecrime.com/] Pretty Lies & Alibis - GiGi McKelvey YouTube: https://www.youtube.com/@PrettyLiesAndAlibis/videos [https://www.youtube.com/@PrettyLiesAndAlibis/videos] Website: https://www.prettyliesandalibis.org/ [https://www.prettyliesandalibis.org/] Courtroom Confidential - Joshua Ritter YouTube: https://www.youtube.com/channel/UCQVmA_wratr69AQdmWtRLAw [https://www.youtube.com/channel/UCQVmA_wratr69AQdmWtRLAw] Website: https://www.thecourtroomconfidential.com/ [https://www.thecourtroomconfidential.com/] Court TV - Vinnie Politan YouTube: https://www.youtube.com/c/courttv [https://www.youtube.com/c/courttv] Website: https://www.courttv.com/talent/vinnie-politan/ [https://www.courttv.com/talent/vinnie-politan/] PLUNDER True Crime - Paula Mooney YouTube: https://www.youtube.com/channel/UCFgpEmMU0vTDnoKUixcU4DA [https://www.youtube.com/channel/UCFgpEmMU0vTDnoKUixcU4DA] Lawyer Lee - Lee Wallace YouTube: https://www.youtube.com/channel/UCXXZgehRtbz2Fopk9iioZfQ [https://www.youtube.com/channel/UCXXZgehRtbz2Fopk9iioZfQ] Lawyer You Know - Peter Tragos Youtube: https://www.youtube.com/c/LawyerYouKnow [https://www.youtube.com/c/LawyerYouKnow] Gavin Fish YouTube: https://www.youtube.com/c/GavinFish [https://www.youtube.com/c/GavinFish] Website: https://gavinfish.com/ [https://gavinfish.com/] The Interview Room - Chris McDonough YouTube: https://www.youtube.com/c/theinterviewroom [https://www.youtube.com/c/theinterviewroom] Profiling Evil - Mike King YouTube: https://www.youtube.com/profilingevil [https://www.youtube.com/profilingevil] Website: https://profilingevil.com/ [https://profilingevil.com/]

30 Mar 2026 - 30 min

True Crime Podcast - A News Niche that is Community-Driven and Addictive

A little green screen, a camera, and a microphone can put you on the podcast bus. True crime is a popular and growing category in the world of podcasting. How are these channels breaking through, to the point that they are scooping up viewers, and in a very real way, disrupting if not obsoleting traditional network viewing? Tune in to this week's episode of the Brand Shorthand podcast to learn all about true crime podcasting and how marketing is involved in this specific realm. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning! Learn more about these true crime podcasts by checking out the links below: Surviving the Survivor - Joel Waldman and Holocaust survivor mom, Karmela Waldman YouTube Channel: https://www.youtube.com/@SurvivingTheSurvivor [https://www.youtube.com/@SurvivingTheSurvivor] Website: https://survivingthesurvivor.com/ [https://survivingthesurvivor.com/] Grizzly True Crime - Gisela K YouTube Channel: https://www.youtube.com/c/grizzlytruecrime [https://www.youtube.com/c/grizzlytruecrime] Website: https://grizzlytruecrime.com/ [https://grizzlytruecrime.com/] Pretty Lies & Alibis - GiGi McKelvey YouTube: https://www.youtube.com/@PrettyLiesAndAlibis/videos [https://www.youtube.com/@PrettyLiesAndAlibis/videos] Website: https://www.prettyliesandalibis.org/ [https://www.prettyliesandalibis.org/] Courtroom Confidential - Joshua Ritter YouTube: https://www.youtube.com/channel/UCQVmA_wratr69AQdmWtRLAw [https://www.youtube.com/channel/UCQVmA_wratr69AQdmWtRLAw] Website: https://www.thecourtroomconfidential.com/ [https://www.thecourtroomconfidential.com/] Court TV - Vinnie Politan YouTube: https://www.youtube.com/c/courttv [https://www.youtube.com/c/courttv] Website: https://www.courttv.com/talent/vinnie-politan/ [https://www.courttv.com/talent/vinnie-politan/] PLUNDER True Crime - Paula Mooney YouTube: https://www.youtube.com/channel/UCFgpEmMU0vTDnoKUixcU4DA [https://www.youtube.com/channel/UCFgpEmMU0vTDnoKUixcU4DA] Lawyer Lee - Lee Wallace YouTube: https://www.youtube.com/channel/UCXXZgehRtbz2Fopk9iioZfQ [https://www.youtube.com/channel/UCXXZgehRtbz2Fopk9iioZfQ] Lawyer You Know - Peter Tragos Youtube: https://www.youtube.com/c/LawyerYouKnow [https://www.youtube.com/c/LawyerYouKnow] Gavin Fish YouTube: https://www.youtube.com/c/GavinFish [https://www.youtube.com/c/GavinFish] Website: https://gavinfish.com/ [https://gavinfish.com/] The Interview Room - Chris McDonough YouTube: https://www.youtube.com/c/theinterviewroom [https://www.youtube.com/c/theinterviewroom] Profiling Evil - Mike King YouTube: https://www.youtube.com/profilingevil [https://www.youtube.com/profilingevil] Website: https://profilingevil.com/ [https://profilingevil.com/]

16 Mar 2026 - 31 min

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