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.
03/25/24 • 33 min
Brand Shorthand - Big Brands. Big Trouble. Part 1.
Transcript
Mark Vandegrift
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me is the big brand of positioning, Lorraine Kessler. Thing one, your moniker touches on our topic today, which is Big Brands, Big Trouble. Do you remember where you were or what you were doing when this Jack Trout book was published? If not, I'll give you a hint.
Lorraine Kessler
All right, well, give me the hint.
Mark Vandegrift
Okay, 9/11.
Lorraine Kessler
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