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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.
41 Episodes
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On this week's Brand Shorthand podcast, Mark and Lorraine dive into the complex, yet highly effective business move to design and build a new category. This move isn't for the faint of heart, but the glory that can follow makes this strategy one that has allowed companies like Uber, IKEA, and maybe now, Poppi, to dominate. Learn the first three rules – from nine total – to properly design and build a new category.Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.
Mike Gallina, VP of organizational development and community engagement for the AultCare Health Plans, joins Mark and Lorraine to talk healthcare and health insurance marketing. Mike's insights on the trends and evolution of healthcare are, all at once informing and inspirational. Learn some of the macro trends of healthcare, how the big players in the industry think, and why community healthcare is growing.Spend 45-ish with Mark and Lorraine -- and Mike -- as they discuss all things marketing, advertising ... and positioning!
As a follow-up to Big Brands, Big Trouble, Mark and Lorraine chat about some of the small brands who have had amazing results despite relatively small marketing budgets. Before they get there, however, Mark rants about a Celebrity Cruise's article that adds confusion to the language of marketing, then we talk about what Celebrity is really doing. The positioning gurus talk about a local body shop, a mid-size competitor in the synthetic grass market, and a c-store -- all who are having amazing results with a focused position and focused marketing. Learn why niching yourself into a nice profit is a real thing that gets real results for small brands.Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!
Are we in a recession? That's not quite the right question to ask. The question for marketers is: are you ready for a recession? History shows us that market share is won -- and lost -- during a recession. Those who market during a recession, win. On this week's Brand Shorthand, Mark and Lorraine cover companies like Kellogg's (versus Post), Ford (versus GM/Chrysler), and others who won market share during a recession. The positioning duo discusses why advertising during a recession costs less and goes further.Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!
In the final installment of Big Brands, Big Trouble, Mark and Lorraine discuss the last two mistakes from Jack Trout's 2001 book: the Live by the Numbers/Wall Street Mistake and the Not Attacking Yourself Mistake. Once these last two of Jack's nine codified mistakes are tackled, the positioning duo adds four of their own: the Out-of-Touch/Ivory Tower Mistake, the Go Woke, Go Broke Mistake, the Chasing the Politics Mistake, and finally, Handing Customer Service to the Robots Mistake. Does it seem possible these brands could be in such hot water? Well, Mark and Lorraine share some positive stories of those who are following Jack's guidance and getting it right as well.Spend 40-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!
This week, Mark and Lorraine continue with mistakes 3-7 from Jack Trout's Big Brands, Big Trouble: the "Truth Will Win Out" Mistake; the "Other Guy's Idea" Mistake; The "Go Opposite" directive for those who are #2 in the market; the "We're Very Successful" Mistake; and the "Everything for Everybody" Mistake. The positioning duo talks big trouble from brands like UberEats to Raos, and why examples from Hertz, Avis, and Enterprise taught us a lot about how to navigate Marketing Warfare's rule that if you're not #1 or #2, it's time to find something new!Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!
This week's episode finds a few big brands in some hot water! Mark and Lorraine revisit Jack Trout's 2001 book, Big Brands – Big Trouble, and share some more recent examples of big brands making not-so-smart moves. The positioning duo walks through the nine mistakes codified in Trout's book, then provides a definition of each mistake before sharing meaningful examples of what's right - and wrong - with some Big Brands!Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.
This week, the positioning duo wonder about the power of AI to do the irrational, emotional, creative task of ideation and creative concepting. MKHSTRY claims to reduce concepting from 6-9 months down to hours. What do our fearless positioning experts think about that claim?!Next up, Mark and Lorraine cover the rise of experiential marketing. This is more than virtual or in-person events - such as the Barbie Movie's AI generator or Lean Cuisine's #weight this - but much more as we see brands today connect with consumers. Starbucks, Nike, and even some small B2Bs are trying to connect with consumers at the top of Maslow's Hierarchy of Needs.Spend 30-ish (or 40-ish this time) with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!
Mark and Lorraine tackle Wendy's behaving badly with their surge pricing and how things should have been done differently. But they didn't ask us, so we gave kudos to Burger King for responding with a free offer! Well played.Then the positioning duo tackles the Rise of Branding over the past 50 years. Learn Lorraine's perspective on the shift from features to today's experiential desire to engage brands. Mark then douses the conversation with a provocateur with some questions that Mark Ritson answers a lot differently than our esteemed monarch of marketing.Spend 30-ish (or 50-ish this time) with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!
Join us for part 2 of our interview with Dr. Scott Powell, Professor of Marketing at Grove City College. Dr. Powell discusses how outside forces and four different presidents in 14 years impacted the marketing of the college, and how he would alter things if he were in charge. Mark and Lorraine also ask about the macro trends going on with higher education and why Dr. Powell believes Grove City College has been able to buck those trends.Spend 30-ish with Mark, Lorraine, and Dr. Scott Powell to discuss all things marketing, advertising, and positioning.
Dr. Scott Powell, Professor of Marketing at Grove City College, joins the positioning duo today to talk about positioning in the world of academia. Learn how he discovered positioning and why he teaches it in his classes and feels it's THE critical strategy to successful marketing. Also enjoy a few stories about how Scott arrived in marketing and his journey to Grove City College.Spend 30-ish with Mark, Lorraine... and Dr. Scott Powell, as we chat all things marketing, advertising, and positioning.
Your favorite positioning tandem continue to look back on the past 50+ years of advertising, this time focusing on the rise of B2B marketing. What used to be considered risky is now standard practice, and in fact, B2B advertising continues to evolve closer to B2C strategies. Mark and Lorraine consider the examples of Owens Corning, BASF, and Intel, who all moved the B2B advertising needle in a big way.Spend 30-ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning!
Mark and Lorraine spend over an hour dissecting almost every ad that ran in last evening's Super Bowl. While Kansas City walked away with an overtime win, not every advertiser was a winner. However, the duds were fewer than in past years, and the positioning gurus are happy to report that the ads made our positioning hearts pretty happy. Learn who earned the honors of best and worst ads, along with best celebrity appearance, celebrity malfeasance, and the heart string awards.Spend an hour talking Super Bowl ads and of course, positioning.
Mark and Lorraine have a long chat about the Super Bowl commercials and why they can be a good or a bad buy, and what makes the difference. Get a glimpse of what's coming as advertisers spend $7 million per spot just for the media buy. Then hear how the rise of transactional media has been one of the significant changes over the last 50 years of advertising and why awareness media still matters.Spend 30ish with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!
Take a walk back in time as our two positioning gurus reminisce about the advancement in technology and targeting. How has technology changed, and how has it impacted marketing? What technology has been positive and where has it made advertisers mis-step? Mark and Lorraine talk Bernoullis and Zip disks, Amigas and Commodore 64s, film stripping and strip films. Then the duo talks about targeting and personalization capabilities and how the advent of both can be beneficial as long as they don't become a crutch.Spend 30ish with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!
Mark and Lorraine kick off the second season of Brand Shorthand while kicking off the celebration of Innis Maggiore's 50th year in business. The duo takes a look back at the past 50 years of advertising and discuss what has changed, and what hasn't. The first category of change they cover is media proliferation. What used to be dozens of media options is now in the tens of thousands, with no signs of slowing down. What does this mean for the advertiser? What does this mean for the media planner? And how has this impacted the consumer?Spend 30-ish minutes with Mark and Lorraine to learn more about marketing, advertising, and positioning! Join us on the Brand Shorthand.
Mark and Lorraine wrap up the first season of the Brand Shorthand podcast. What does Mark think about the series, "The Pitch?" What are the first season highlights? Find out the answers to these questions and more on this final episode of season #1.Spend 30-ish minutes with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!
In this third and final segment of our interview with the Wizard of Ads, Mark and Lorraine dive deeper on Roy H. Williams' thoughts on why positioning and his philosophies apply whether the marketing is B2C, B2B or D2C. Roy spends considerable time explaining: why we are consumers regardless of where we're buying (work or home),why the emotional environment of the prospect is so critical,why gross rating points is a farce in selecting media,why the portable people meter (PPM) is your better media planning gauge,why positioning is critical to supercharging your brand-building efforts, andwhy repetition of your message matters.Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.
Mark and Lorraine share part 2 of the interview with the Wizard of Ads, Roy H. Williams. Roy discusses deep insights on his understanding of the human condition and why we buy what we buy. From discussing reductionism and spirituality to "dead cows everywhere," Roy provides insights that any advertiser will appreciate. Learn: why demographic targeting is a myth and how to properly target through the message,why media targeting is so costly and the alternative we should consider, why a prospect's realm of association is so critical, why positioning is one of the most critical components of marketing, andwhich books Roy recommends for marketers (it's only 3 titles long).Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.
Mark and Lorraine welcome The Wizard of Ads, Roy H. Williams, to the show today. The first 30 minutes of our interview (part 1 of 3) with the wizard covers the genesis of the Wizard Academy, how Roy came up with The Wizards of Ads moniker, and why sound is so critical to human emotion, memory, and memorable advertising. Each word had us sitting on the edge of our chairs and we’re excited to bring this first of three parts to our subscribers.Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.
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