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Brand Shorthand episodes
- The Over-Saturation of Celebrity Marketing
Celebrity marketing is nothing new to the advertising industry, in fact it's almost rare nowadays to see a commercial or ad without a famous face in it. This week, Mark and Lorriane discuss the over-saturation of celebrity marketing and how advertisers can navigate through this crowd with the right strategy in mind. Join the positioning duo as they explore the rights and wrongs of celebrity marketing, share their thoughts on some well-known examples, and discuss the difference between influencers and celebrities.
Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
31 min - Generational Marketing
This week, Mark and Lorraine discuss generational marketing and why it might be a bad track for marketers to take. Tune in to learn about the implications of advertising based on generalities, what happens when you target too broad of an audience, and how to effectively expand your core audience. The positioning duo also shares their thoughts on Liquid Death's most recent chaotic collaboration.
Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
31 min - AI Versus the Customer Experience
AI is on the rise and Mark and Lorraine are here to discuss it all! Learn how AI is affecting the customer experience, how advertisers should be thinking about the growth of AI in businesses, and what the future with AI could look like. Join Mark and Lorraine this week to see how Meta, Amazon, and Netflix have incorporated AI into their customer experiences.
Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
33 min - Southwest Airlines and The Low-Price Position
Fasten your seatbelts and prepare for takeoff as Mark and Lorraine fly into recent news from Southwest Airlines. The brand that once owned the low-price position seems to be flying further and further away from its low-cost roots. The positioning duo also discusses long-form video advertising as they dive into the new Apple AirPods 4 ad.
Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
37 min - Programmatic Advertising (feat. Alyssa Laubacher and Lauren Moses)
Programmatic advertising is changing the game for digital marketers! This week, Mark is joined by the media and digital marketing duo, Alyssa Laubacher and Lauren Moses, to discuss what programmatic advertising is, how it works, and why it can be a beneficial tool for marketers.
Join Mark, Alyssa, and Lauren for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
31 min - Brand Advertising
This week, Mark and Lorraine discuss the importance of brand advertising and why it should be at the forefront of your advertising efforts in today’s world. Join the positioning duo as they dive deep into the advantages of brand advertising and explain why short-term advertising tactics alone aren’t enough to cut it.
Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
35 min - Battle of the Prebiotic Sodas
The battle of sodas just got a whole lot more interesting! We’ve seen Coca-Cola and Pepsi battling it out in the Cola Wars and now something similar is fizzing up in the new healthy soda market. Join Mark and Lorraine as they pop into the world of prebiotic sodas and discuss brands like Olipop, Poppi, and the newest player in the game, Coca-Cola’s Simply Pop.
Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
39 min - Brands Venturing into the World of Entertainment
More and more brands are exploring ways to add entertainment to their marketing approach. Mark and Lorraine share their thoughts on how brands like Chick-fil-A and Duolingo are testing out games, podcasts, apps, and even animated shows to entertain their audiences.
Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!
35 min - The Zeigarnik Effect
What do McDonald’s, IHOP, and a grocery store chain in England have in common? Join Mark and Lorraine as they explore how these brands tapped into the Zeigarnik Effect and how this psychological phenomenon affected their advertising efforts. Mark and Lorraine kick off the episode with a quick Super Bowl recap and some recent Starbucks news!
Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!39 min - Super Bowl Ads Review - Part 2
Join Mark and Scott Edwards as they continue their discussion of the 2025 Super Bowl spots. Discover what the positioning duo thinks as they dive deep into ad spots from Doritos, Pringles, Reese's and more. Mark and Scott continue to follow USA Today's Ad Meter as they highlight some of the ad winners and losers.
Spend about 30 mins with Mark and Scott as they talk all things marketing, advertising, and of course … positioning!40 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.