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Brand Shorthand episodes
- 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.32 min - Ways to Differentiate: Heritage
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.32 min - 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.32 min - Ways to Differentiate: The Market Specialist
The Ways to Differentiate series continues with a focus on the Market Specialist position. Mark and Lorraine share how one of the best startup strategies is to enter the market as a specialist to position against the established generalist/leader. Also, take the specialist quiz with Lorraine and see how you score against her answers. [This is the third episode in the Ways to Differentiate series - see previous episodes for the positions of Owning an Attribute and the Leader.]
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.28 min - Re-positioning a Brand
In this latest episode, Mark and Lorraine talk about the two definitions of re-positioning: 1) what we do to competitors every time we position a client and 2) what happens when clients have to re-position their own brands. From Coke/Pepsi, Avis/Hertz, and about another dozen brand examples, including one of our clients who is currently re-positioning, Mark and Lorraine explore the excitement and warnings that come with re-positioning a brand.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.35 min - Ways to Differentiate a Brand: Leadership
This week, Mark and Lorraine discuss a position of Leadership and what it means to a brand and its messaging. Discover the multiple layers of not only claiming leadership, but how to act as the leader and communicate to your audience. It's not braggadocio to claim leadership if it's executed the right way.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.38 min - Ways to Differentiate a Brand: Owning an Attribute
Mark and Lorraine dive right into an explanation on one of their most critical positioning tools: Ways to Differentiate. After some discussion on how and why the tool is used, they take a deep dive on what it means to Own an Attribute as your differentiating idea.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.35 min - Q&A Session: Positioning. Values...and Adver-tainment
Mark and Lorraine answer listener's questions: What are Lorraine's top two positioning books, with a +1? How can Innis Maggiore claim it's the nation's leading positioning ad agency? What's wrong with advertising a company's values? And the last question, what in the world is going on with the new paradigm shift and what Mark calls adver-tainment? This episode is fully listener-inspired.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
30 min - Immutable Forces, Immutable Laws ... and Bad Brand Behavior
After a discussion about frustrating and bad brand behavior, Mark and Lorraine dive into the next three laws from the 22 Immutable Laws of Marketing: The Law of the Ladder, the Law of Division, and the Law of Resources. Learn one of the most critical laws that must be understood before diving into the exercise of developing a position. Then discover how this Law of the Ladder – aka the category – dovetails into the Law of Division. Finally, if you only have $100 to market, don’t call us, we’ll call you!! Don't break the Law of Resources.
If you dig all things marketing, advertising, and positioning, spend 30-ish with Mark and Lorraine.30 min - Perception, Exclusivity ... and Focus
What's on Lorraine's mind? Some messed-up advertising campaigns, plus a name change for the Wienermobile. Then Mark and Lorraine dive into one of Trout and Ries' all-time best books, the 22 Immutable Laws of Marketing, and cover three laws they deem most fundamental to positioning strategy: the Law of Perception, the Law of Exclusivity, and the Law of Focus. Learn why marketers risk everything when they violate these laws.
If you dig all things marketing, advertising, and positioning, spend 30-ish with Mark and Lorraine.
32 min
About Brand Shorthand
From the publisher's feed
Mark Vandegrift and Lorraine Kessler discuss advertising, public relations, sales, positioning, branding, and more in this podcast designed for those who want to do a deep dive into the world of…
marketing. Mark and Lorraine discuss the psychology of what makes great brands. They break down the details of the good moves and some really bad moves by brands big and small. It's like a play-by-play of what went right, or what went wrong.
If you're in the world of marketing, learn tips and tricks that will help you develop a new brand, from finding and focusing on a position, dramatizing that position in the marketplace, and distributing through the wide, wide world of media. With a combined 80 years of marketing experience, both Mark and Lorraine provide insights on campaigns they've led or seen others lead.
All gloves are off when it comes to their take on great strategic marketing moves and those that might have seemed like a good idea at the time, but later flopped. No matter what part of marketing interests you, there'll be something for everyone as we cover positioning strategy, branding, creative dramatization, media selection, sales techniques, analytics, and less discussed parts of the spectrum such as distribution and growth strategies. You can be a strategist, a copywriter, an art director, a web developer, a digital marketing specialist, a sales person, an SEO specialist, and pretty much anything else in the advertising world and you'll find something on the Brand Shorthand podcast that interests you.
If you're in the world of marketing, learn tips and tricks that will help you develop a new brand, from finding and focusing on a position, dramatizing that position in the marketplace, and distributing through the wide, wide world of media. With a combined 80 years of marketing experience, both Mark and Lorraine provide insights on campaigns they've led or seen others lead.
All gloves are off when it comes to their take on great strategic marketing moves and those that might have seemed like a good idea at the time, but later flopped. No matter what part of marketing interests you, there'll be something for everyone as we cover positioning strategy, branding, creative dramatization, media selection, sales techniques, analytics, and less discussed parts of the spectrum such as distribution and growth strategies. You can be a strategist, a copywriter, an art director, a web developer, a digital marketing specialist, a sales person, an SEO specialist, and pretty much anything else in the advertising world and you'll find something on the Brand Shorthand podcast that interests you.