Brand Shorthand Podcast
Mark Vandegrift and Lorraine Kessler
69 Episodes
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.
less69 Episodes
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.
lessBrand Shorthand Podcast
Mark Vandegrift and Lorraine Kessler
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...
30 min
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...
34 min
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...
38 min
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...
34 min
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!..
38 min
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...
39 min
