Ways to Differentiate: Heritage

07/31/23 • 31 min

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.

Previous Episode

How Positioning Impacts Sales

Yes, this is a marketing podcast, but Mark and Lorraine decided to tackle the closely related topic of sales. How does positioning impact sales? Is there a framework under which both marketing and sales operate? Can positioning supercharge your sales team? These questions and others are answered on today's episode.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning ... AND sales.

Next Episode

Barbie. X. Brand Shorthand

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.

Brand Shorthand - Ways to Differentiate: Heritage

Transcript

Mark Vandegrift:
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me is the Italian diva of positioning, Lorraine Kessler. Thing one, I'm going to throw you for a loop today and ask you to share with us a good Italian wine you've had lately.
Lorraine Kessler:
Wow, that's one a good one. No, there are so many. So for the uninitiated, I will share this because this is Wendy's pick, right? You just shared with me. Amarone is an Italia