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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

35:26

Line Extensions and Brand Implosions

Brand Shorthand ·

2024/09/23

With the fall of the Tupperware titan, it can be hard to see where innovation ends and getting lazy with your position begins. Thankfully, Mark and Lorraine are here to weed through the mess of brand extensions — the good and the bad. Listen along as they discuss the rise of Lume deodorant and their battle with Dove, beverage companies expanding into the alcohol market, and how La-Z-Boy got its lazy back.Spend 35ish minutes with Mark and Lorraine as they talk all things marketing, advertising...

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36:15

Crisis Management (feat. Merce Brown)

Brand Shorthand ·

2024/09/16

Disney, Apple, and Boar’s Head — something is rotten in the state of Denmark! And it’s not just the liverwurst. Join Mark and Lorraine as they tackle the tough topics of lawsuits, poisonings, and deaths with the help of special guest and PR and Content Manager, Merce Brown. Discover why Crisis Communications starts well before the crisis and should be a required asset in your C-suite.Spend 35ish minutes with Mark, Lorraine, and Merce as they talk all things marketing, advertising, crisis comm...

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31:33

Liquid Death: Strange Promotions and Advertising that...

Brand Shorthand ·

2024/09/09

Have you ever wished that drinking water was… cooler? Well, the answer to your prayers is here, alongside some of the most extreme marketing promotions and campaigns to date. Join Mark and Lorraine as they cover jet giveaways, death-defying stunts, and borderline strange endorsements as they ask the question: will Liquid Death continue to make a killing, or will it die trying?Spend 30ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

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33:08

Cult Branding

Brand Shorthand ·

2024/08/26

Explore all the fun and excitement of cult brands like Disney, Apple, and Coke—no blood oaths required! Follow along as Mark and Lorraine discuss the golden rules of Cult Branding (as laid out by marketing consultant Bolivar Bueno), the highs of sticking to your core audience… and the lows of companies who drank the Kool-Aid.Spend 30ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

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42:27

Brand Refreshes vs Brand New Logos

Brand Shorthand ·

2024/08/19

While tech companies like Best Buy, Verizon, and BitCoin’s Verse are refreshing their logos, women’s accessory companies like Zales and Vera Bradley are introducing entire brand refreshes. Join Mark and Lorraine as they talk the differences between a brand refresh and a brand new logo. The positioning duo tackles the latest marketing overhauls, the origins of Singer Corporation, and some successful past brand refreshes.Spend 30ish with Mark and Lorraine as they talk all things marketing, adve...

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33:05

Boycotts, Baby!

Brand Shorthand ·

2024/08/12

Taco Bell vacation clubs, motorcycle gangs, off-key musical numbers, and... Carrie Underwood? Join Mark and Lorraine - and brand new producer and editor Denver Wittmer - as they discuss the latest blunders of big-name brands. From boycotts on classic American brands like John Deere and Harley Davidson to misfired marketing attempts from Target, Mark and Lorraine cover a wide range of companies that owe their customers a little R-E-S-P-E-C-T.Spend 30ish with Mark and Lorraine as they talk...

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30:22

Makers, Curators, and Sneakers

Brand Shorthand ·

2024/08/05

Etsy versus the rest of the field, such as GoImagine. Nike versus everyone. Hear what Mark and Lorraine think about Etsy's new campaign focused on human makers, GoImagine's up-and-coming challenge to Etsy, and Nike's apparent fall from grace. Is it too late for Nike to Just Do It!?! And can Etsy stay on top with challengers such as GoImagine?Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!

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34:01

Dr. Pepper Rises to #2 - What Went Right?

Brand Shorthand ·

2024/07/29

Before the positioning duo dives into the rise of Dr. Pepper, Mark and Lorraine tackle the tough topic of politics -- without talking politics! Learn their perspective on the recent Republican National Convention and the re-positioning that has been done to do the hard job of changing perceptions. Then learn why Dr. Pepper is now #2 in the soft drink category... from the iconic Be a Pepper campaign to the more recent Fansville commercials.Spend 30ish with Mark and Lorraine as they talk all th...

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35:24

A Pirate and a Shark - Brands Doing It Right

Brand Shorthand ·

2024/07/22

Pirate Ship? GymShark? Who are these brands and what do they have in common? They both have identified a tight niche and taken a unique approach to a tired category. Call them the Uber of shipping or the Stanley of the gym rat. Unique. Exciting. And fun for our special guest, Cheryl Henderson -- creative director at Innis Maggiore -- to wax phil-arrrrr-sophical. Join the positioning gurus, including Cheryl, as we discover a few new brands who have become overnight sensations.Spend 30+ ish wit...

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36:13

Pepsi Loses #2 Position - What Went Wrong?!?

Brand Shorthand ·

2024/07/15

If you haven't heard the news about Dr. Pepper overtaking Pepsi as the #2 soft drink, you might have been living under a rock. Mark and Lorraine dive into the reasons that might have caused Pepsi's decline. The positioning duo has a long discussion on the "Pepsi generation's" position and why moving away from it is the most likely culprit in its fall from #2. Then they finish surmising how Pepsi can reverse the decline.Spend 30+ ish with Mark and Lorraine as they discuss all things marketing,...

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43:01

Mike DeVilling - The Value of Public Relations

Brand Shorthand ·

2024/06/24

Today, our positioning duo is joined by Mike DeVilling, President and CEO of WestShore Public Relations. Mike brings his wealth of knowledge and experience to the podcast to share valuable insights on how brands can leverage public relations. The discussion also uncovers all the new tactics, channels, and platforms available to public relations professionals, and how media relations has changed over the past couple decades. A big thanks to Mike for joining the positioning gurus!Spend 40ish wi...

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32:59

Positioning for Professionals - Exploding Myths Part 3

Brand Shorthand ·

2024/06/17

In the final part of Positioning for Professionals, Lorraine and Mark knock down the last five positioning myths: 11) All clients are good; 12) full-service exists; 13) focus is limiting; 14) more means more; and 15) the middle is safe. Find out why these myths are simply not true, and what you can do about it. Mark also laments the "expiration" of so many great brands who have lost their positioning way. Spend 30ish with the positioning duo as they discuss everything marketing, advertis...

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30:53

Positioning for Professionals - Exploding Myths Part 2

Brand Shorthand ·

2024/06/10

What is Papa John's doing? Or is that Papa Johns without an apostrophe?!? Mark and Lorraine dive in on this topic before they get to Positioning for Professionals, a book by Tim Williams that discusses how positioning works for professional service firms. The positioning duo walks through the next six myths about positioning that many service firms claim keep them from differentiating themselves. This episode covers the next six myths: 5) Bigger is better; 6) Brand is only about adverti...

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31:59

Positioning for Professionals - Exploding Myths Part 1

Brand Shorthand ·

2024/06/03

Do you have a stale brand? Are McDonalds' and Starbucks' problems related to positioning? Mark and Lorraine dive in on this topic before they get to Positioning for Professionals, a book by Tim Williams that discusses how positioning works for professional service firms. The positioning duo walks through the myths about positioning that many service firms claim keep them from differentiating themselves. This episode covers the first four myths: 1) The better company, product, or service wins;...

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39:16

Designing a New Category - Part 2

Brand Shorthand ·

2024/05/20

Before the positioning gurus tackle the marketing strategy of Designing and Building a New Category, they throw a red flag on Apple's latest iPad ad, and Starbuck's trend downward. Then Mark and Lorraine cover the next six rules of designing and building a new category. Learn what inverted marketing, insulating siding, getting there first, shooting losers, and Segways have to do with category creation. One of THE greatest moves you can make as a marketing is to build a new category, but it's ...

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30:56

Designing a New Category - Part 1

Brand Shorthand ·

2024/05/13

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, advertisin...

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46:08

Mike Gallina - Healthcare Marketing

Brand Shorthand ·

2024/04/29

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33:38

Small Brands. Real Results.

Brand Shorthand ·

2024/04/22

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30:54

Marketing During a Recession

Brand Shorthand ·

2024/04/15

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39:52

Big Brands. Big Trouble. Part 3.

Brand Shorthand ·

2024/04/08

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96 results

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