Line Extensions and Brand Implosions

09/23/24 • 35 min

With the fall of the Tupperware titan, it can be hard to see where innovation ends and getting lazy with your position begins. Thankfully, Mark and Lorraine are here to weed through the mess of brand extensions — the good and the bad. Listen along as they discuss the rise of Lume deodorant and their battle with Dove, beverage companies expanding into the alcohol market, and how La-Z-Boy got its lazy back.
Spend 35ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!

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Crisis Management (feat. Merce Brown)

Disney, Apple, and Boar’s Head — something is rotten in the state of Denmark! And it’s not just the liverwurst. Join Mark and Lorraine as they tackle the tough topics of lawsuits, poisonings, and deaths with the help of special guest and PR and Content Manager, Merce Brown. Discover why Crisis Communications starts well before the crisis and should be a required asset in your C-suite.
Spend 35ish minutes with Mark, Lorraine, and Merce as they talk all things marketing, advertising, crisis communications, and of course ... positioning!

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Brand vs Bland: Homogenizing the Market

Whether it’s lateral CEO hiring from Chipotle, commoditizing the coffee experience at Starbucks, or boiling down branding to fit in with the crowd, it seems that a lot of big business brands are starting to feel the same. Join Mark and Lorraine as they navigate the seas of sameness flooding through modern advertising and discuss how differentiation and positioning can help you stand out in a cluttered market.
Spend 30ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!

Brand Shorthand - Line Extensions and Brand Implosions

Transcript

Mark Vandegrift
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me today is the A-1 of B-2-C, Lorraine Kessler. I wonder how many people will get that one, Lorraine.
Lorraine Kessler
I'm not sure I get it.
Mark Vandegrift
The A-1 of B-2-C.
Lorraine Kessler
Business to consumer.
Mark Vandegrift
Yes, but it's A-1-B-2-C.
Lorraine Kessler
Okay. I got you. I also love B-2-B, and branding pertains to B-2-B as we