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Brand Shorthand

Mark Vandegrift and Lorraine Kessler

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.

Episodes
Designing a New Category - Part 2May 20, 2024
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Designing a New Category - Part 1May 13, 2024
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Mike Gallina - Aultman and AultCare In Your CommunityApril 29, 2024
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Small Brands. Real Results.April 22, 2024
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Marketing During a RecessionApril 15, 2024
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Big Brands. Big Trouble. Part 3.April 08, 2024
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Big Brands. Big Trouble. Part 2.April 01, 2024
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Big Brands. Big Trouble. Part 1.March 25, 2024
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A Look Back on 50 Years of Advertising - Experiential MarketingMarch 18, 2024
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A Look Back on 50 Years of Advertising - The Rise of BrandingMarch 11, 2024
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Dr. Scott Powell - Part 2: Positioning Grove City CollegeMarch 04, 2024
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Dr. Scott Powell - Part 1: Positioning Grove City CollegeFebruary 26, 2024
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A Look Back on 50 Years of Advertising - The Rise of B2B MarketingFebruary 19, 2024
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Super Bowl Ad Winners - Special Extended EpisodeFebruary 12, 2024
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Super Bowl Ad Preview and a Look Back on 50 Years of Advertising - The Rise of Transactional MediaFebruary 05, 2024
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A Look Back on 50 Years of Advertising - Technology and TargetingJanuary 29, 2024
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A Look Back on 50 Years of Advertising - Media ProliferationJanuary 22, 2024
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Brand Shorthand Season #1 Wrap-upNovember 06, 2023
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The Wizard of Ads Interview – Roy H. Williams (Part 3)October 30, 2023
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The Wizard of Ads Interview – Roy H. Williams (Part 2)October 23, 2023
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The Wizard of Ads Interview – Roy H. Williams (Part 1)October 16, 2023
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How Positioning Impacts All Marketing DisciplinesOctober 09, 2023
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Ways to Differentiate: Low PriceOctober 02, 2023
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The Wizard of AdsSeptember 25, 2023
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Ways to Differentiate: How a Product is MadeSeptember 18, 2023
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