Barbie. X. 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.

Previous Episode

Ways to Differentiate: Heritage

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.

Next Episode

Ways to Differentiate: Being First to Mind with a New Idea + Overstock.com

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.

Brand Shorthand - Barbie. X. Brand Shorthand

Transcript

Mark Vandegrift:

Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me is the famous and infamous Lorraine Kessler. Thing one, what is up today?

Lorraine Kessler:

Well, feeling more infamous than famous. So, what's up today? Well, I think I'm looking at some topical things. You know, there's been a lot of controversy over this Barbie movie. And so, a lot of people have got their underwear scrunched up over this. The feminis