A Look Back on 50 Years of Advertising - The Rise of B2B Marketing

02/19/24 • 30 min

Your favorite positioning tandem continue to look back on the past 50+ years of advertising, this time focusing on the rise of B2B marketing. What used to be considered risky is now standard practice, and in fact, B2B advertising continues to evolve closer to B2C strategies. Mark and Lorraine consider the examples of Owens Corning, BASF, and Intel, who all moved the B2B advertising needle in a big way.
Spend 30-ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning!

Previous Episode

Super Bowl Ad Winners - Special Extended Episode

Mark and Lorraine spend over an hour dissecting almost every ad that ran in last evening's Super Bowl. While Kansas City walked away with an overtime win, not every advertiser was a winner. However, the duds were fewer than in past years, and the positioning gurus are happy to report that the ads made our positioning hearts pretty happy. Learn who earned the honors of best and worst ads, along with best celebrity appearance, celebrity malfeasance, and the heart string awards.
Spend an hour talking Super Bowl ads and of course, positioning.

Next Episode

Dr. Scott Powell - Part 1: Positioning Grove City College

Dr. Scott Powell, Professor of Marketing at Grove City College, joins the positioning duo today to talk about positioning in the world of academia. Learn how he discovered positioning and why he teaches it in his classes and feels it's THE critical strategy to successful marketing. Also enjoy a few stories about how Scott arrived in marketing and his journey to Grove City College.
Spend 30-ish with Mark, Lorraine... and Dr. Scott Powell, as we chat all things marketing, advertising, and positioning.

Brand Shorthand - A Look Back on 50 Years of Advertising - The Rise of B2B 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 queen of quips, Lorraine Kessler. Lorraine, how are things? We're a week after our special Super Bowl commercial discussion. So, all the height of the Super Bowl has passed. What's going on?
Lorraine Kessler
Well, I hope we still have an audience...
Mark Vandegrift
That's the fun of the Super Bowl. We get to talk about it and it's all opinion anyhow.