Brand Shorthand
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.
Brand Shorthand
Latest Episodes
Why positioning is everything until it isn't - Part 1
As diehard positionists, Mark and Lorraine will argue until they are blue in the face that positioning still matters, especially in this day and age. However, sometimes positioning takes a back seat to bad CEO moves, Wall Street greed, and othe...
The Big Idea in Marketing
What makes an idea big? Nike’s Just Do It, the Aflac duck, Dos Equis with the most interesting man in the world. When done right, the combination of a brand’s position, the emotional trigger, and the delivery work together to make up the big id...
Marketing in an Oversaturated Wine Market
California’s wine industry is in trouble as values drop and the market becomes crowded! Tune in to this week’s episode of the Brand Shorthand podcast as Mark and Lorraine dive into a recent article from the New York Post detailing the suffering...
Marketing Strategies for AEO, SEO, and GEO
This week on the Brand Shorthand podcast, Mark is joined by the agency’s media and digital marketing managers, Alyssa Laubacher and Lauren Leroux, to discuss marketing strategies for AEO, SEO, and GEO. Tune in to learn more about what these ter...
The Symbiosis of SEO and Content feat. Jim Cyphert
This week on the Brand Shorthand podcast, Mark Vandegrift is joined by the agency’s director of public relations, Jim Cyphert. Tune in to learn the importance of balancing your creative content with SEO and AI search. Joi...