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Brand Shorthand episodes
- Media Strategy, Media Proliferation ... and Miller Lite
Mark and Lorraine take a quick detour to discuss the latest beer commercial fiasco: Miller Lite. Then we dive into the topic of media strategy. Why does media strategy matter so much in marketing? Why does media strategy always seem to be an afterthought? And what makes for good media strategy? We answer these questions and more, while providing some great examples of brands who have executed their media strategy well.
If you dig all things marketing, advertising, and positioning, spend 30-ish with Mark and Lorraine.33 min - Some Winners, Some Losers ... and Bud Light
Mark and Lorraine dig right into some advertisers who are back to doing positioning right: Burger King lets you have it your way and Dominos is back at the delivery game. Those are our winners. We have a few losers too, including Bed Bath & Bankrupt and the loser of the month, Bud Light. Learn what's going right (and wrong) with each of these brands and why Mark and Lorraine are hot on the King and the Tot and not-so-hot on BBB and Bud.
If you dig all things marketing, advertising, and positioning, spend 30-ish with Mark and Lorraine.30 min - A Position, A Brand ... A Shorthand
Mark Vandegrift and Lorraine Kessler introduce each other and then jump right into the history about what it took to become famous for positioning strategy. They clear up the confusion by defining a position, a brand, positioning, and branding, and how they are different, but perfectly interrelated. Two sides of the same coin.
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.