As a follow-up to Big Brands, Big Trouble, Mark and Lorraine chat about some of the small brands who have had amazing results despite relatively small marketing budgets. Before they get there, however, Mark rants about a Celebrity Cruise's article that adds confusion to the language of marketing, then we talk about what Celebrity is really doing.
The positioning gurus talk about a local body shop, a mid-size competitor in the synthetic grass market, and a c-store -- all who are having amazing results with a focused position and focused marketing. Learn why niching yourself into a nice profit is a real thing that gets real results for small brands.
Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!
04/22/24 • 33 min
Brand Shorthand - Small Brands. Real Results.
Transcript
Mark Vandegrift
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me is the prodigy of positioning, Lorraine Kessler. Lorraine, well, we're well into April and the flowers are a’blooming. Have you started to open your gardening beds at all?
Lorraine Kessler
Thank you.
Well, I live on a wooded subdivision plot, which sounded great when we bought here, right? They sold the woods and I'm still raking, raking, raking. I mean, it's
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