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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

47:10

Super Bowl LX Ad Panel

Brand Shorthand ·

2026/02/09

This week on the Brand Shorthand podcast, the positioning panelists join Mark to discuss the real winners and losers of last night’s Super Bowl. From Instacart and Lay’s potato chips to Budweiser and State Farm, the panelists review some of the Big Game commercials, highlighting which brands scored a touchdown and which ones may have fumbled. Join Mark and the positioning panelists for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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30:49

Season #4 Kickoff

Brand Shorthand ·

2026/02/02

A new year and another new season of the Brand Shorthand podcast! For the Season 4 kickoff episode, Mark and Lorraine welcome listeners back with a discussion on recent happenings in the world of marketing. Join the positioning duo as they discuss Coca-Cola’s holiday AI ad, Netflix acquiring Warner Bros. Discovery, Wicked and Stranger Things brand collaborations, Dave’s Hot Chicken being named the brand of the year, and more! Join Mark and Lorraine for 30-ish as they discuss all things mark...

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31:37

Brand Shorthand Season #3 Wrap-Up

Brand Shorthand ·

2025/10/27

That’s a wrap on season 3 of the Brand Shorthand Podcast! Join Mark and Lorraine as they go back through some of the biggest brand moves and marketing trends seen throughout 2025. The positioning duo will touch on AI, storytelling with long-form video, the loss of high-profile CEOs, the ongoing battle of the healthy sodas, and of course, the importance of positioning. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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34:34

Digital Accessibility with Expert James Warnken - Part 2

Brand Shorthand ·

2025/10/20

The digital accessibility expert, James Warnken, is back for this week's episode of the Brand Shorthand Podcast to continue the discussion on all things web accessibility. Join Mark and James to hear the reasons why businesses should care about digital accessibility, and the principles that can help guide you through making your digital content accessible. Join Mark and James for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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26:48

Digital Accessibility with Expert James Warnken - Part 1

Brand Shorthand ·

2025/10/13

James Warnken, a digital accessibility expert, joins Mark on this week's episode of the Brand Shorthand podcast to dive into the world of accessibility. Tune in to hear about James's journey to becoming an expert in the field, the company he founded, and how he’s working to make the user experience both usable and accessible. This episode covers the full scope of digital accessibility and why it matters. Join Mark and James for 30-ish as they discuss all things marketing, advertising, ...

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24:47

Kraft Heinz Splits Into Two Companies

Brand Shorthand ·

2025/10/06

Kraft Heinz announced on September 2nd that they would be splitting into two separate companies. This split, occurring about a decade after the initial merger of Kraft and Heinz, will result in two new companies. One company will focus more on the global leader brands such as Heinz, Kraft Mac & Cheese, and Philadelphia, while the other will focus on North American food and beverage brands such as Lunchables, Oscar Mayer, and Capri Sun. Join the positioning duo for this week's episode to h...

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31:45

Sports Advertising Is In Season!

Brand Shorthand ·

2025/09/29

Football season is upon us, and fans are gearing up to watch their favorite teams take the field! So, what does this mean for advertisers? Join Mark and Lorraine on this week's episode of the Brand Shorthand podcast to learn all about the benefits of advertising during sporting events, how tapping into an emotional environment with advertising can be effective for a brand, and things to consider for a strategy for sports advertising. The positioning duo also goes through a few examples of ads...

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25:15

Multi-Channel Marketing (feat. Tony Bell)

Brand Shorthand ·

2025/09/22

On this week's episode of the Brand Shorthand podcast, Mark is joined by the Executive Director of Client Services and Media at Innis Maggiore, Tony Bell. Tune in to learn all about multi-channel marketing including what it is, some of its advantages, some of the biggest mistakes businesses make with multi-channel marketing, the strategy behind choosing which channels are right for a client, and the key steps that go into implementing a multi-channel marketing campaign. Join Mark and Tony f...

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24:20

Cracker Barrel’s Brand Gone Bland

Brand Shorthand ·

2025/09/15

What happens when you try to change something that customers know and love? Cracker Barrel had something unique to offer its customers. Established in 1969 and filled with vintage Americana, the “Old Country Store” offered customers a warm and cozy atmosphere to gather with family and friends. Now, over 50 years later, Cracker Barrel has decided it is time for a rebrand. From a logo refresh to restaurant revamps, Cracker Barrel is taking on a modern look and feel. Join Mark and Lorraine for t...

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23:53

Sydney Sweeney’s Controversial “My Jeans (Genes)”...

Brand Shorthand ·

2025/09/08

Our strategy gurus never shy away from controversy. In this episode, Mark and Lorraine dive into 2025’s biggest advertising controversy – the Sydney Sweeney American Eagle Jeans/Genes campaign! See how the positioning duo impartially shares their thoughts on the campaign and why the stock soared, the jeans flew off the shelf, and how American Eagle may once again be relevant to a new generation. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of cour...

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32:29

Innis Maggiore and FranSource - A Match Made in…...

Brand Shorthand ·

2025/08/25

Did you know that franchising is one of the most popular methods to growing a business? Over 700,000 franchise units have opened in the past 15 years and the projection is that by the end of 2025, there will be more than 850,000 units. Mark and his special guest, Steve, discuss what makes a great franchise system and why Innis Maggiore and FranSource decided to join forces. Join Mark and Steve for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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21:47

Walmart’s “Who Knew?” Campaign

Brand Shorthand ·

2025/08/18

Following a brand refresh earlier this year, Walmart has officially reintroduced itself with its latest campaign, “Walmart. Who Knew?” as a way to showcase all its new offerings. Walmart has always been a well-known example of the low-price position, but is it trying to change its image? Join Mark and Lorraine as they share their thoughts on Walmart's new offerings, the campaign, and some recent brand news from Pepsi. Join Mark and Lorraine for 30-ish as they discuss all things marketing, adv...

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43:59

Non-Traditional Marketing Campaigns

Brand Shorthand ·

2025/08/11

What happens when you step out of the norm with your advertising efforts? Tune in this week to hear about different non-traditional campaign types including larger-than-life campaigns, guerrilla campaigns, and IRL experiential campaigns. The positioning duo, Mark and Lorraine, go through some examples of the non-traditional campaign types, sharing their input on each. They will also kick off the episode with some recent brand news including the latest update on Jaguar and the newest Skinny Po...

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37:07

Brand Identity Roundtable ft. Innis Maggiore's...

Brand Shorthand ·

2025/08/04

Interested in learning more about brand identity? This week on the Brand Shorthand podcast, Mark is joined by the Innis Maggiore creative department to discuss the brand identity process. Tune in to learn how the creative team works together to bring brand identities to life and to hear real-life examples of the work they have done. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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33:03

The Rise of Reddit in Search Rankings

Brand Shorthand ·

2025/07/28

Reddit is on the Rise! Reddit and other user-generated content platforms have been dominating the search results on Google. Join Mark and Lorraine as they discuss Google’s favoring of user-generated content, its shift away from authoritative sites to more authentic discussion forums, and what this means for marketers. The positioning duo also catches up on some brand updates, including Jaguar's recent sales and the end of the Krispy Kreme and McDonald’s partnership. Join Mark and Lorraine for...

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30:22

Human Creativity vs AI

Brand Shorthand ·

2025/07/21

This year's Cannes Lions International Festival of Creativity provided some interesting takeaways regarding AI and Human Creativity. Join Mark and Lorraine as they discuss the importance of the human touch and why it’s still needed in the creative process. The positioning duo will also provide updates for the Krispy Kreme and McDonald’s partnership as well as Jaguar’s recent sales. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course ...

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35:11

Traditional vs Digital Advertising. Which Outdoor...

Brand Shorthand ·

2025/07/14

Do you want to know which outdoor advertising works best for your brand? Join Mark and Lorraine this week as they discuss both traditional out-of-home advertising and digital out-of-home advertising. Learn how these two advertising efforts play in the public space and some of the benefits and limitations associated with each. The positioning duo also shares some insights on the recent “Share a Pepsi” campaign and their thoughts on Pepsi swapping the personal touch of your name with your favor...

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33:47

The Year of the Independent Ad Agency

Brand Shorthand ·

2025/07/07

2025 has been dubbed the year of the independent advertising agency. Join Mark and Lorraine as they discuss the benefits independent agencies offer clients and why remaining independent matters in today’s marketing landscape. Tune in to learn where Innis Maggiore ranks among the growing number of agencies and how your agency can stand out from the crowd. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

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35:17

Crispy Chicken Nuggets and Cordless Power Tools

Brand Shorthand ·

2025/06/16

A taco place that’s also a chicken place? Cordless outdoor equipment? Join Mark and Lorraine as they discuss their thoughts on Taco Bell and EGO, two brands who are in the spotlight for this week's episode. Learn what the positioning duo thinks about the return of Taco Bell's Crispy Chicken Nuggets and their newest commercial. Then, stay tuned in to learn more about the EGO brand and how their EGO POWER + platform grew to be rated #1 in the industry. Join Mark and Lorraine for 30-ish as they ...

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32:18

We Told You So…Bad Brand Moves

Brand Shorthand ·

2025/06/09

Who doesn’t love a good “I told you so” moment? Tune in to this week's episode of the Brand Shorthand Podcast to hear what the positioning duo has to say about the bad brand moves from HBO Max and Krispy Kreme. Max announced that its name will be returning to the beloved HBO Max after a failed attempt at a rebrand, and Krispy Kreme announced it will be putting a pause on its partnership with McDonald’s. Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertisin...

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96 results

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