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PODCAST

Brand Shorthand

Mark Vandegrift and Lorraine Kessler

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

business marketing

All Episodes

32:27

Creative Talk with art and video director, Alicia Jordan

Brand Shorthand ·

2025/06/02

This week on the Brand Shorthand podcast, Mark interviews Alicia Jordan, our Art and Video Director here at Innis Maggiore. Tune in to hear how Alicia and the agency’s creative department work to bring campaigns to life and to get a behind-the-scenes look into the work we do. Learn more about video production and the design process as Alicia dives deep into her role and some of the projects she's developed. Join Mark and Alicia for 30-ish as they discuss all things marketing, advertising, an...

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31:33

Effectiveness vs. Efficiency

Brand Shorthand ·

2025/05/19

Advertisers today seem to be focusing too heavily on being efficient when they should be focusing on how to be effective. Join Mark and Lorraine to learn the effectiveness of long-term brand building as the positioning duo follows along with Andrew Tindall’s latest presentation, Effectiveness in an Age of Efficiency. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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47:23

A Positionist View on Nine Timeless Marketing Quotes

Brand Shorthand ·

2025/05/12

Join Mark and Lorraine this week as they dive into a recent article from The Drum titled “9 Timeless Marketing Quotes That Will Always Keep You Effective.” The positioning duo will walk through each of the 9 quotes, providing their insights from a positionist standpoint. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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30:17

The Over-Saturation of Celebrity Marketing

Brand Shorthand ·

2025/05/05

Celebrity marketing is nothing new to the advertising industry, in fact it's almost rare nowadays to see a commercial or ad without a famous face in it. This week, Mark and Lorriane discuss the over-saturation of celebrity marketing and how advertisers can navigate through this crowd with the right strategy in mind. Join the positioning duo as they explore the rights and wrongs of celebrity marketing, share their thoughts on some well-known examples, and discuss the difference between influen...

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30:37

Generational Marketing

Brand Shorthand ·

2025/04/28

This week, Mark and Lorraine discuss generational marketing and why it might be a bad track for marketers to take. Tune in to learn about the implications of advertising based on generalities, what happens when you target too broad of an audience, and how to effectively expand your core audience. The positioning duo also shares their thoughts on Liquid Death's most recent chaotic collaboration. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of c...

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32:42

AI Versus the Customer Experience

Brand Shorthand ·

2025/04/14

AI is on the rise and Mark and Lorraine are here to discuss it all! Learn how AI is affecting the customer experience, how advertisers should be thinking about the growth of AI in businesses, and what the future with AI could look like. Join Mark and Lorraine this week to see how Meta, Amazon, and Netflix have incorporated AI into their customer experiences. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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36:41

Southwest Airlines and The Low-Price Position

Brand Shorthand ·

2025/04/07

Fasten your seatbelts and prepare for takeoff as Mark and Lorraine fly into recent news from Southwest Airlines. The brand that once owned the low-price position seems to be flying further and further away from its low-cost roots. The positioning duo also discusses long-form video advertising as they dive into the new Apple AirPods 4 ad. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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30:09

Programmatic Advertising (feat. Alyssa Laubacher and...

Brand Shorthand ·

2025/03/24

Programmatic advertising is changing the game for digital marketers! This week, Mark is joined by the media and digital marketing duo, Alyssa Laubacher and Lauren Moses, to discuss what programmatic advertising is, how it works, and why it can be a beneficial tool for marketers. Join Mark, Alyssa, and Lauren for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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34:06

Brand Advertising

Brand Shorthand ·

2025/03/17

This week, Mark and Lorraine discuss the importance of brand advertising and why it should be at the forefront of your advertising efforts in today’s world. Join the positioning duo as they dive deep into the advantages of brand advertising and explain why short-term advertising tactics alone aren’t enough to cut it. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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38:07

Battle of the Prebiotic Sodas

Brand Shorthand ·

2025/03/10

The battle of sodas just got a whole lot more interesting! We’ve seen Coca-Cola and Pepsi battling it out in the Cola Wars and now something similar is fizzing up in the new healthy soda market. Join Mark and Lorraine as they pop into the world of prebiotic sodas and discuss brands like Olipop, Poppi, and the newest player in the game, Coca-Cola’s Simply Pop. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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34:32

Brands Venturing into the World of Entertainment

Brand Shorthand ·

2025/03/03

More and more brands are exploring ways to add entertainment to their marketing approach. Mark and Lorraine share their thoughts on how brands like Chick-fil-A and Duolingo are testing out games, podcasts, apps, and even animated shows to entertain their audiences. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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38:52

The Zeigarnik Effect

Brand Shorthand ·

2025/02/24

What do McDonald’s, IHOP, and a grocery store chain in England have in common? Join Mark and Lorraine as they explore how these brands tapped into the Zeigarnik Effect and how this psychological phenomenon affected their advertising efforts. Mark and Lorraine kick off the episode with a quick Super Bowl recap and some recent Starbucks news! Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!

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39:24

Super Bowl Ads Review - Part 2

Brand Shorthand ·

2025/02/17

Join Mark and Scott Edwards as they continue their discussion of the 2025 Super Bowl spots. Discover what the positioning duo thinks as they dive deep into ad spots from Doritos, Pringles, Reese's and more. Mark and Scott continue to follow USA Today's Ad Meter as they highlight some of the ad winners and losers. Spend about 30 mins with Mark and Scott as they talk all things marketing, advertising, and of course … positioning!

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36:23

Super Bowl Ads Review - Part 1

Brand Shorthand ·

2025/02/10

Join Mark and new guest, Scott Edwards, as they discuss the 2025 Super Bowl spots. Following USA Today’s Ad Meter, discover where this positioning duo agrees with the viewers on the effective ads, versus those that will likely go down as duds just like the Chiefs! Starting with Budweiser’s “First Delivery” ad, Mark and Scott provide details on why the ads were winners or losers. Spend 30ish with Mark and Scott as they talk all things marketing, advertising, and of course … positioning!

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34:29

Season #3 Kickoff

Brand Shorthand ·

2025/02/03

Mark and Lorraine kick off season #3 with a review of all the major brand news that happened since they left off season #2. Jaguar, Volvo, Coke, and Walmart hit the news with moves of new ads, refreshed logos, and revisiting old brand positions. Learn what the positioning duo liked and disliked about these recent big brand activities. Spend 30ish with Mark and Lorraine as they discuss all things marketing, advertising, and of course ... positioning!

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30:44

Brand Shorthand Season #2 Wrap-Up

Brand Shorthand ·

2024/10/28

Mark and Lorraine draw their second season of the Brand Shorthand Podcast to a close. Join them as they reminisce on this last season’s biggest hits, from SuperBowl ads to myriad guests, and how companies can best avoid those pesky boycotts.Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

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32:23

Sensory Branding - Marketing Beyond Sight

Brand Shorthand ·

2024/10/21

Between sight, smell, taste, touch, and hearing, why do so many brands only appeal to the visual? Join Mark and Lorraine as they walk through a few jingles and audio logos. Then they discuss the topic of branding through smell, touch, and audio. From MasterCard’s “haptic logo” to smelling money through your phone, learn the different ways you can develop a brand that touches multiple senses!Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course … posi...

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26:57

Calvin Holston - Smeeple - Part 2

Brand Shorthand ·

2024/10/14

Join Mark and Lorraine as they conclude their interview with Calvin Holston, the founder and CEO of Smeeple, an app designed to connect people to curated experts across a variety of specialties. In the second half of this interview, Calvin discusses Smeeple’s position among his competitors, as well as the effects his entrepreneurship has had on his faith and his family.Spend 25ish with Mark, Lorraine, and Calvin as they talk all things marketing, advertising, entrepreneurship, and of course …...

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35:45

Calvin Holston - Smeeple - Part 1

Brand Shorthand ·

2024/10/07

Bringing the experts right to you! Join Mark and Lorraine as they interview Calvin Holston, the founder and CEO of Smeeple, an app designed to connect people to real authentic experts across a variety of subjects, from sports to HVAC to homesteaders. Learn how Calvin came from nuclear engineer to entrepreneur, the origins and meaning behind the name “Smeeple,” and how it works to curate and cultivate the best of the best.Spend 30ish with Mark, Lorraine, and Calvin as they talk all things mark...

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30:35

Brand vs Bland: Homogenizing the Market

Brand Shorthand ·

2024/09/30

Whether it’s lateral CEO hiring from Chipotle, commoditizing the coffee experience at Starbucks, or boiling down branding to fit in with the crowd, it seems that a lot of big business brands are starting to feel the same. Join Mark and Lorraine as they navigate the seas of sameness flooding through modern advertising and discuss how differentiation and positioning can help you stand out in a cluttered market.Spend 30ish minutes with Mark and Lorraine as they talk all things marketing, adverti...

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96 results

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