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.
07/31/23 • 31 min
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
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