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 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.
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Top 10 Brand Shorthand Episodes
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Obvious Adams and In Search of the Obvious
Brand Shorthand
09/11/23 • 34 min
Obvious Adams, a short-read pamphlet, has influenced millions across the globe for its obvious principles. Mark and Lorraine talk through the five tests of obviousness and how it influenced Jack Trout's last book, In Search of the Obvious. Learn how positioning is directly related to the five tests of obviousness and why finding a position can be problematic if it doesn't pass the "obvious" sniff test.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
09/11/23 • 34 min
Ways to Differentiate: Preference + Influencer Marketing
Brand Shorthand
08/28/23 • 31 min
Corporate speak runs amok today as Mark and Lorraine try to figure out what Calvin Klein's CMO is saying. Marketing 101, Public Relations 101, and other basic positioning principles rarely change and continue to be used by even the big brands. Once their frustrations are vented, the positioning gurus spend time explaining Preference as a way to differentiate. How does influencer marketing -- aka celebrity endorsement -- play with Preference? Spend 30-ish with Mark and Lorraine to find out, and learn more about advertising, marketing, and positioning.
08/28/23 • 31 min
08/21/23 • 31 min
The positioning gurus get to the point immediately on this episode of Brand Shorthand, that being a commentary on Roy Williams' Monday Morning Memo, "Why Most Ads Don't Work." It's a brief, but brilliant commentary on the advertising industry. Williams' point is that most ads are written "not to offend." Mark and Lorraine spend the episode walking through Williams' four mistakes most ads suffer and in the end, why most ads fail to create a customer.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
08/21/23 • 31 min
08/14/23 • 38 min
Mark and Lorraine play a game of positioning point-counterpoint about Overstock's acquisition of the Bed Bath & Beyond brand name. Lorraine thinks it will work and Mark's not so high on the idea -- see what factors are in play that will make one of these positionists right, and the other wrong. Then the podcast continues with the series on Ways to Differentiate, this time tackling the position of First to Mind with a New Idea. See why this is a tenuous position and why it's most likely critical to transition to a different position fairly quickly after the new idea is introduced.
Spend 40-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
08/14/23 • 38 min
Barbie. X. Brand Shorthand
Brand Shorthand
08/07/23 • 31 min
Lorraine goes off on a few topics including the Barbie movie and the move by Twitter to rebrand as X. It's no holds barred. Then Mark shares how he arrived at the podcast name of Brand Shorthand and why it makes so much sense given the line of work we find ourselves: advertising. Learn how your brand can reach the nirvana of a shorthand and what that really means.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
08/07/23 • 31 min
Ways to Differentiate: Heritage
Brand Shorthand
07/31/23 • 31 min
Italian wines. French romance. German engineering. Amish furniture. These all have a common thread and are the topic of today's discussion — how to differentiate using a Heritage position. Mark and Lorraine do a deep dive on why Heritage can be such a powerful position, including some sensitivities and potential competitor moves that can back your brand into a corner.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
07/31/23 • 31 min
How Positioning Impacts Sales
Brand Shorthand
07/24/23 • 31 min
Yes, this is a marketing podcast, but Mark and Lorraine decided to tackle the closely related topic of sales. How does positioning impact sales? Is there a framework under which both marketing and sales operate? Can positioning supercharge your sales team? These questions and others are answered on today's episode.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning ... AND sales.
07/24/23 • 31 min
Ways to Differentiate: The Market Specialist
Brand Shorthand
07/17/23 • 27 min
The Ways to Differentiate series continues with a focus on the Market Specialist position. Mark and Lorraine share how one of the best startup strategies is to enter the market as a specialist to position against the established generalist/leader. Also, take the specialist quiz with Lorraine and see how you score against her answers. [This is the third episode in the Ways to Differentiate series - see previous episodes for the positions of Owning an Attribute and the Leader.]
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
07/17/23 • 27 min
Re-positioning a Brand
Brand Shorthand
07/10/23 • 34 min
In this latest episode, Mark and Lorraine talk about the two definitions of re-positioning: 1) what we do to competitors every time we position a client and 2) what happens when clients have to re-position their own brands. From Coke/Pepsi, Avis/Hertz, and about another dozen brand examples, including one of our clients who is currently re-positioning, Mark and Lorraine explore the excitement and warnings that come with re-positioning a brand.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
07/10/23 • 34 min
Ways to Differentiate: How a Product is Made
Brand Shorthand
09/18/23 • 26 min
Mark awards a Purple Cow Award to a non-purple mattress, then Lorraine and he dive into another Way to Differentiate: How a Product is Made. Learn the secret ingredient to this positioning method and how differentiating one ingredient, technology, or approach in your product or service can separate you from the competition. Learn how Sleep Number, Papa John's, Goodyear, and a few other big brands are doing positioning right.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
09/18/23 • 26 min
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FAQ
How many episodes does Brand Shorthand have?
Brand Shorthand currently has 25 episodes available.
What topics does Brand Shorthand cover?
The podcast is about Marketing, Podcasts and Business.
What is the most popular episode on Brand Shorthand?
The episode title 'Obvious Adams and In Search of the Obvious' is the most popular.
What is the average episode length on Brand Shorthand?
The average episode length on Brand Shorthand is 32 minutes.
How often are episodes of Brand Shorthand released?
Episodes of Brand Shorthand are typically released every 7 days.
When was the first episode of Brand Shorthand?
The first episode of Brand Shorthand was released on May 10, 2023.
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