Brand Shorthand Podcast
Mark Vandegrift and Lorraine Kessler
75 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.
less75 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
2025-05-19
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...
31 min
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...
47 min
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...
30 min
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...
30 min
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...
32 min
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...
36 min
