Mark Vandegrift and Lorraine Kessler

Brand Shorthand

Business EN ↓ 106 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 posit...

Author

Mark Vandegrift and Lorraine Kessler

Episodes

Q&A Session: Positioning. Values...and Adver-tainment 12.06.2023 29:42

Mark and Lorraine answer listener's questions: What are Lorraine's top two positioning books, with a +1? How can Innis Maggiore claim it's the nation's leading positioning ad agency? What's wrong with advertising a company's values? And the last question, what in the world is going on with the new paradigm shift and what Mark calls adver-tainment? This episode is full...

Immutable Forces, Immutable Laws ... and Bad Brand Behavior 05.06.2023 29:40

After a discussion about frustrating and bad brand behavior, Mark and Lorraine dive into the next three laws from the 22 Immutable Laws of Marketing: The Law of the Ladder, the Law of Division, and the Law of Resources. Learn one of the most critical laws that must be understood before diving into the exercise of developing a position. Then discover how this Law of the Ladder – aka the category –...

Perception, Exclusivity ... and Focus 29.05.2023 31:36

What's on Lorraine's mind? Some messed-up advertising campaigns, plus a name change for the Wienermobile. Then Mark and Lorraine dive into one of Trout and Ries' all-time best books, the 22 Immutable Laws of Marketing , and cover three laws they deem most fundamental to positioning strategy: the Law of Perception, the Law of Exclusivity, and the Law of Focus. Learn why marketers ris...

Media Strategy, Media Proliferation ... and Miller Lite 22.05.2023 32:29

Mark and Lorraine take a quick detour to discuss the latest beer commercial fiasco: Miller Lite. Then we dive into the topic of media strategy. Why does media strategy matter so much in marketing? Why does media strategy always seem to be an afterthought? And what makes for good media strategy? We answer these questions and more, while providing some great examples of brands who have executed thei...

Some Winners, Some Losers ... and Bud Light 15.05.2023 29:53

Mark and Lorraine dig right into some advertisers who are back to doing positioning right: Burger King lets you have it your way and Dominos is back at the delivery game. Those are our winners. We have a few losers too, including Bed Bath & Bankrupt and the loser of the month, Bud Light. Learn what's going right (and wrong) with each of these brands and why Mark and Lorraine are hot on th...

A Position, A Brand ... A Shorthand 10.05.2023 31:14

Mark Vandegrift and Lorraine Kessler introduce each other and then jump right into the history about what it took to become famous for positioning strategy. They clear up the confusion by defining a position, a brand, positioning, and branding, and how they are different, but perfectly interrelated. Two sides of the same coin. If you dig all things marketing, advertising, and positioning, spend 30...