A Look Back on 50 Years of Advertising - Experiential Marketing

03/18/24 • 39 min

This week, the positioning duo wonder about the power of AI to do the irrational, emotional, creative task of ideation and creative concepting. MKHSTRY claims to reduce concepting from 6-9 months down to hours. What do our fearless positioning experts think about that claim?!
Next up, Mark and Lorraine cover the rise of experiential marketing. This is more than virtual or in-person events - such as the Barbie Movie's AI generator or Lean Cuisine's #weight this - but much more as we see brands today connect with consumers. Starbucks, Nike, and even some small B2Bs are trying to connect with consumers at the top of Maslow's Hierarchy of Needs.
Spend 30-ish (or 40-ish this time) with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

Previous Episode

A Look Back on 50 Years of Advertising - The Rise of Branding

Mark and Lorraine tackle Wendy's behaving badly with their surge pricing and how things should have been done differently. But they didn't ask us, so we gave kudos to Burger King for responding with a free offer! Well played.
Then the positioning duo tackles the Rise of Branding over the past 50 years. Learn Lorraine's perspective on the shift from features to today's experiential desire to engage brands. Mark then douses the conversation with a provocateur with some questions that Mark Ritson answers a lot differently than our esteemed monarch of marketing.
Spend 30-ish (or 50-ish this time) with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

Next Episode

Big Brands. Big Trouble. Part 1.

This week's episode finds a few big brands in some hot water! Mark and Lorraine revisit Jack Trout's 2001 book, Big Brands – Big Trouble, and share some more recent examples of big brands making not-so-smart moves. The positioning duo walks through the nine mistakes codified in Trout's book, then provides a definition of each mistake before sharing meaningful examples of what's right - and wrong - with some Big Brands!
Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.

Brand Shorthand - A Look Back on 50 Years of Advertising - Experiential Marketing

Transcript

Mark Vandegrift
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me is the Sovereign of Selling, Lorraine Kessler. Lorraine, we're back one last official time to talk about all that's happened in advertising over the last 50 years as we celebrate our own 50th year in business. We're concluding our discussion this week on that history by covering the rise of experiential marketing.
And this one gets a bit complex in the way that we're