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.
08/28/23 • 31 min
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
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