Ways to Differentiate: Preference + Influencer Marketing

08/28/23 • 31 min

Corporate speak runs amok today as Mark and Lorraine try to figure out what Calvin Klein's CMO is saying. Marketing 101, Public Relations 101, and other basic positioning principles rarely change and continue to be used by even the big brands. Once their frustrations are vented, the positioning gurus spend time explaining Preference as a way to differentiate. How does influencer marketing -- aka celebrity endorsement -- play with Preference? Spend 30-ish with Mark and Lorraine to find out, and learn more about advertising, marketing, and positioning.

Previous Episode

Why Most Ads Don't Work (a nod to Roy Williams, the Wizard of Ads)

The positioning gurus get to the point immediately on this episode of Brand Shorthand, that being a commentary on Roy Williams' Monday Morning Memo, "Why Most Ads Don't Work." It's a brief, but brilliant commentary on the advertising industry. Williams' point is that most ads are written "not to offend." Mark and Lorraine spend the episode walking through Williams' four mistakes most ads suffer and in the end, why most ads fail to create a customer.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Next Episode

Obvious Adams and In Search of the Obvious

Obvious Adams, a short-read pamphlet, has influenced millions across the globe for its obvious principles. Mark and Lorraine talk through the five tests of obviousness and how it influenced Jack Trout's last book, In Search of the Obvious. Learn how positioning is directly related to the five tests of obviousness and why finding a position can be problematic if it doesn't pass the "obvious" sniff test.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Brand Shorthand - Ways to Differentiate: Preference + Influencer Marketing

Transcript

Mark Vandegrift:
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me is everyone's preferred positionist, Lorraine Kessler. Lorraine, where are you dialing in from today?
Lorraine Kessler:
I am still up here in northwest Michigan, the lower part of what they call the lower-upper. If that makes sense.
Mark Vandegrift:
Yes, the lower upper. I had a UP roommate my first year in college and he didn't even want to be associated wi