Brand Shorthand

The Big Idea in Marketing

Mon, 31 Aug 2026 04:00:00 -0400

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 idea. Tune in to this week’s episode of the Brand Shorthand podcast to learn what makes a big idea successful, the process for determining your brand’s big idea, and common mistakes to avoid.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

Marketing in an Oversaturated Wine Market

Mon, 17 Aug 2026 04:00:00 -0400

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 wine industry. Learn the challenges these sellers face, how they should adapt, and whether the wine industry can bounce back.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

Marketing Strategies for AEO, SEO, and GEO

Mon, 03 Aug 2026 04:00:00 -0400

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 terms mean, how search has evolved, how to incorporate AEO, SEO, and GEO strategies to improve search visibility, and common mistakes to avoid when implementing these strategies.

Join Mark, Alyssa, and Lauren for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

The Symbiosis of SEO and Content feat. Jim Cyphert

Mon, 20 Jul 2026 04:00:00 -0400

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.

Join Mark and Jim for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

FIFA World Cup 2026 Advertising

Mon, 06 Jul 2026 04:00:00 -0400

The 2026 FIFA World Cup is underway! Join Mark and Lorraine on this week’s episode of the Brand Shorthand podcast as they discuss some of the advertising for this worldwide sporting event. From LEGO and Lay’s to Adidas and Valvoline, tune in as the positioning duo breaks down these ads and determines whether they scored a goal or received a red card.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

Leveraging your CRM Platform feat. Carson Brown

Mon, 22 Jun 2026 04:00:00 -0400

Tune in to this week’s episode of the Brand Shorthand podcast to learn all about leveraging your CRM Platform. Mark is joined by Carson Brown, the agency’s very own primary CRM technician and advisor. Learn how a CRM platform can help your business be more efficient, how you can use the data within a CRM platform to make decisions or provide insights, and what tools and capabilities are available within a CRM that help streamline workflow or manage data.

Join Mark and Carson for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

Unhinged Marketing Campaigns

Mon, 08 Jun 2026 04:00:00 -0400

Do unhinged marketing strategies work? From Dunkin’s Dirty Soda to Dr. Squatch’s skits, tune into this week’s episode of the Brand Shorthand podcast to learn if this humorous marketing approach is effective, who the target audience is, and if it’s beneficial in long-term brand building.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

Playing to Win in Brand Rivalries

Tue, 26 May 2026 04:00:00 -0400

Coke vs. Pepsi and McDonald’s vs. Burger King. These big brand rivalries are nothing new to the marketing world. This week on the Brand Shorthand podcast, Mark and Lorraine dive into some recent brand battles in 2026, the strategy behind going against a rival, and tips and tricks for businesses to play to win against their competition.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

Campaign Catch Up!

Mon, 11 May 2026 04:00:00 -0400

Campaign catch up and the beauty of a simplified position! Some of the popular campaigns that Mark and Lorraine discussed last season are continuing their efforts into 2026. Back for round two is Sydney Sweeney with American Eagle and Walter Goggins with Walmart’s “Who Knew” campaign! Another brand seeing huge success is Starbucks, thanks to CEO, Brian Niccol, who has successfully enforced his “Back to Starbucks” plan. Tune in to this week’s episode of Brand Shorthand to hear the latest on these brands!

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning.

Go-To-Market Plan feat. Tony Bell

Mon, 27 Apr 2026 13:00:00 -0400

Tony Bell, Executive Director of Client Services and Media at Innis Maggiore, joins Mark for this week's episode of the Brand Shorthand Podcast to discuss the topic of go-to-market strategies. Tune in to learn how to develop an effective go-to-market strategy, the “bothism” approach, common go-to-market strategy mistakes, and how to dramatize your position.

Join Mark and Tony for 30-ish as they discuss all things marketing, advertising, and of course … positioning

Brand Shorthand’s 100th Episode

Mon, 13 Apr 2026 08:00:00 -0400

We’ve reached a milestone! 100 episodes — all about positioning. Spend 30ish with Mark and Lorraine as they remind us of the value of positioning, the meaning behind the name Brand Shorthand, some golf talk at The Masters and why they have such a “master” brand, and some recent good and bad moves of brands through the filter of timeless positioning principles.

True Crime Podcasts and the Power of Positioning - Part 2

Mon, 30 Mar 2026 04:00:00 -0400

This week on the Brand Shorthand podcast, Mark and Lorraine continue their discussion on true crime podcasts, a popular and growing category in the world of podcasting. Tune in for part two to learn about what makes these shows addictive, why the community is the magic bullet, the societal impact of these shows, and how marketing and true crime podcasts share basic positioning principles.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Learn more about these true crime podcasts by checking out the links below:

Surviving the Survivor - Joel Waldman and Holocaust survivor mom, Karmela Waldman

YouTube Channel: https://www.youtube.com/@SurvivingTheSurvivor

Website: https://survivingthesurvivor.com/

Grizzly True Crime - Gisela K

YouTube Channel: https://www.youtube.com/c/grizzlytruecrime

Website: https://grizzlytruecrime.com/

Pretty Lies & Alibis - GiGi McKelvey

YouTube: https://www.youtube.com/@PrettyLiesAndAlibis/videos

Website: https://www.prettyliesandalibis.org/

Courtroom Confidential - Joshua Ritter

YouTube: https://www.youtube.com/channel/UCQVmA_wratr69AQdmWtRLAw

Website: https://www.thecourtroomconfidential.com/

Court TV - Vinnie Politan

YouTube: https://www.youtube.com/c/courttv

Website: https://www.courttv.com/talent/vinnie-politan/

PLUNDER True Crime - Paula Mooney

YouTube: https://www.youtube.com/channel/UCFgpEmMU0vTDnoKUixcU4DA

Lawyer Lee - Lee Wallace

YouTube: https://www.youtube.com/channel/UCXXZgehRtbz2Fopk9iioZfQ

Lawyer You Know - Peter Tragos

Youtube: https://www.youtube.com/c/LawyerYouKnow

Gavin Fish

YouTube: https://www.youtube.com/c/GavinFish

Website: https://gavinfish.com/

The Interview Room - Chris McDonough

YouTube: https://www.youtube.com/c/theinterviewroom

Profiling Evil - Mike King

YouTube: https://www.youtube.com/profilingevil

Website: https://profilingevil.com/

True Crime Podcast - A News Niche that is Community-Driven and Addictive

Mon, 16 Mar 2026 04:00:00 -0400

A little green screen, a camera, and a microphone can put you on the podcast bus. True crime is a popular and growing category in the world of podcasting. How are these channels breaking through, to the point that they are scooping up viewers, and in a very real way, disrupting if not obsoleting traditional network viewing? Tune in to this week's episode of the Brand Shorthand podcast to learn all about true crime podcasting and how marketing is involved in this specific realm.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Learn more about these true crime podcasts by checking out the links below:

Surviving the Survivor - Joel Waldman and Holocaust survivor mom, Karmela Waldman

YouTube Channel: https://www.youtube.com/@SurvivingTheSurvivor

Website: https://survivingthesurvivor.com/

Grizzly True Crime - Gisela K

YouTube Channel: https://www.youtube.com/c/grizzlytruecrime

Website: https://grizzlytruecrime.com/

Pretty Lies & Alibis - GiGi McKelvey

YouTube: https://www.youtube.com/@PrettyLiesAndAlibis/videos

Website: https://www.prettyliesandalibis.org/

Courtroom Confidential - Joshua Ritter

YouTube: https://www.youtube.com/channel/UCQVmA_wratr69AQdmWtRLAw

Website: https://www.thecourtroomconfidential.com/

Court TV - Vinnie Politan

YouTube: https://www.youtube.com/c/courttv

Website: https://www.courttv.com/talent/vinnie-politan/

PLUNDER True Crime - Paula Mooney

YouTube: https://www.youtube.com/channel/UCFgpEmMU0vTDnoKUixcU4DA

Lawyer Lee - Lee Wallace

YouTube: https://www.youtube.com/channel/UCXXZgehRtbz2Fopk9iioZfQ

Lawyer You Know - Peter Tragos

Youtube: https://www.youtube.com/c/LawyerYouKnow

Gavin Fish

YouTube: https://www.youtube.com/c/GavinFish

Website: https://gavinfish.com/

The Interview Room - Chris McDonough

YouTube: https://www.youtube.com/c/theinterviewroom

Profiling Evil - Mike King

YouTube: https://www.youtube.com/profilingevil

Website: https://profilingevil.com/

PR News Updates feat. Merce Brown

Mon, 02 Mar 2026 04:00:00 -0500

Ring Doorbell, AI slop, and Frida Baby backlash. This week on the Brand Shorthand podcast, Mark is joined by special guest, Merce Brown, to talk about the recent chatter in the world of Public Relations. Be sure to tune in to hear how our public relations expert would deal with crisis communication and what her perspective is on these current news updates.

Join Mark and Merce for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Super Bowl LX Ad Panel

Mon, 09 Feb 2026 10:00:00 -0500

This week on the Brand Shorthand podcast, the positioning panelists join Mark to discuss the real winners and losers of last night’s Super Bowl. From Instacart and Lay’s potato chips to Budweiser and State Farm, the panelists review some of the Big Game commercials, highlighting which brands scored a touchdown and which ones may have fumbled.

Join Mark and the positioning panelists for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Season #4 Kickoff

Mon, 02 Feb 2026 04:00:00 -0500

A new year and another new season of the Brand Shorthand podcast! For the Season 4 kickoff episode, Mark and Lorraine welcome listeners back with a discussion on recent happenings in the world of marketing. Join the positioning duo as they discuss Coca-Cola’s holiday AI ad, Netflix acquiring Warner Bros. Discovery, Wicked and Stranger Things brand collaborations, Dave’s Hot Chicken being named the brand of the year, and more!

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Brand Shorthand Season #3 Wrap-Up

Mon, 27 Oct 2025 04:00:00 -0400

That’s a wrap on season 3 of the Brand Shorthand Podcast! Join Mark and Lorraine as they go back through some of the biggest brand moves and marketing trends seen throughout 2025. The positioning duo will touch on AI, storytelling with long-form video, the loss of high-profile CEOs, the ongoing battle of the healthy sodas, and of course, the importance of positioning.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Digital Accessibility with Expert James Warnken - Part 2

Mon, 20 Oct 2025 04:00:00 -0400

The digital accessibility expert, James Warnken, is back for this week's episode of the Brand Shorthand Podcast to continue the discussion on all things web accessibility. Join Mark and James to hear the reasons why businesses should care about digital accessibility, and the principles that can help guide you through making your digital content accessible.

Join Mark and James for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Digital Accessibility with Expert James Warnken - Part 1

Mon, 13 Oct 2025 04:00:00 -0400

James Warnken, a digital accessibility expert, joins Mark on this week's episode of the Brand Shorthand podcast to dive into the world of accessibility. Tune in to hear about James's journey to becoming an expert in the field, the company he founded, and how he’s working to make the user experience both usable and accessible. This episode covers the full scope of digital accessibility and why it matters.

Join Mark and James for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Kraft Heinz Splits Into Two Companies

Mon, 06 Oct 2025 04:00:00 -0400

Kraft Heinz announced on September 2nd that they would be splitting into two separate companies. This split, occurring about a decade after the initial merger of Kraft and Heinz, will result in two new companies. One company will focus more on the global leader brands such as Heinz, Kraft Mac & Cheese, and Philadelphia, while the other will focus on North American food and beverage brands such as Lunchables, Oscar Mayer, and Capri Sun. Join the positioning duo for this week's episode to hear their thoughts on the Kraft Heinz separation.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Sports Advertising Is In Season!

Mon, 29 Sep 2025 04:00:00 -0400

Football season is upon us, and fans are gearing up to watch their favorite teams take the field! So, what does this mean for advertisers? Join Mark and Lorraine on this week's episode of the Brand Shorthand podcast to learn all about the benefits of advertising during sporting events, how tapping into an emotional environment with advertising can be effective for a brand, and things to consider for a strategy for sports advertising. The positioning duo also goes through a few examples of ads airing during the 2025/2026 football season, sharing their thoughts on whether these brands scored a touchdown or fumbled.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Multi-Channel Marketing (feat. Tony Bell)

Mon, 22 Sep 2025 04:00:00 -0400

On this week's episode of the Brand Shorthand podcast, Mark is joined by the Executive Director of Client Services and Media at Innis Maggiore, Tony Bell. Tune in to learn all about multi-channel marketing including what it is, some of its advantages, some of the biggest mistakes businesses make with multi-channel marketing, the strategy behind choosing which channels are right for a client, and the key steps that go into implementing a multi-channel marketing campaign.

Join Mark and Tony for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Cracker Barrel’s Brand Gone Bland

Mon, 15 Sep 2025 04:00:00 -0400

What happens when you try to change something that customers know and love? Cracker Barrel had something unique to offer its customers. Established in 1969 and filled with vintage Americana, the “Old Country Store” offered customers a warm and cozy atmosphere to gather with family and friends. Now, over 50 years later, Cracker Barrel has decided it is time for a rebrand. From a logo refresh to restaurant revamps, Cracker Barrel is taking on a modern look and feel. Join Mark and Lorraine for this week's episode of the Brand Shorthand podcast as they dive into Cracker Barrel's rebranding journey.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Sydney Sweeney’s Controversial “My Jeans (Genes)” Commercial

Mon, 08 Sep 2025 04:00:00 -0400

Our strategy gurus never shy away from controversy. In this episode, Mark and Lorraine dive into 2025’s biggest advertising controversy – the Sydney Sweeney American Eagle Jeans/Genes campaign! See how the positioning duo impartially shares their thoughts on the campaign and why the stock soared, the jeans flew off the shelf, and how American Eagle may once again be relevant to a new generation.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Innis Maggiore and FranSource - A Match Made in… Marketing

Mon, 25 Aug 2025 04:00:00 -0400

Did you know that franchising is one of the most popular methods to growing a business? Over 700,000 franchise units have opened in the past 15 years and the projection is that by the end of 2025, there will be more than 850,000 units. Mark and his special guest, Steve, discuss what makes a great franchise system and why Innis Maggiore and FranSource decided to join forces.

Join Mark and Steve for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Walmart’s “Who Knew?” Campaign

Mon, 18 Aug 2025 04:00:00 -0400

Following a brand refresh earlier this year, Walmart has officially reintroduced itself with its latest campaign, “Walmart. Who Knew?” as a way to showcase all its new offerings. Walmart has always been a well-known example of the low-price position, but is it trying to change its image? Join Mark and Lorraine as they share their thoughts on Walmart's new offerings, the campaign, and some recent brand news from Pepsi.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Non-Traditional Marketing Campaigns

Mon, 11 Aug 2025 04:00:00 -0400

What happens when you step out of the norm with your advertising efforts? Tune in this week to hear about different non-traditional campaign types including larger-than-life campaigns, guerrilla campaigns, and IRL experiential campaigns. The positioning duo, Mark and Lorraine, go through some examples of the non-traditional campaign types, sharing their input on each. They will also kick off the episode with some recent brand news including the latest update on Jaguar and the newest Skinny Pop ad featuring Jennifer Aniston.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Brand Identity Roundtable ft. Innis Maggiore's Creative Team

Mon, 04 Aug 2025 04:00:00 -0400

Interested in learning more about brand identity? This week on the Brand Shorthand podcast, Mark is joined by the Innis Maggiore creative department to discuss the brand identity process. Tune in to learn how the creative team works together to bring brand identities to life and to hear real-life examples of the work they have done.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

The Rise of Reddit in Search Rankings

Mon, 28 Jul 2025 04:00:00 -0400

Reddit is on the Rise! Reddit and other user-generated content platforms have been dominating the search results on Google. Join Mark and Lorraine as they discuss Google’s favoring of user-generated content, its shift away from authoritative sites to more authentic discussion forums, and what this means for marketers.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Human Creativity vs AI

Mon, 21 Jul 2025 04:00:00 -0400

This year's Cannes Lions International Festival of Creativity provided some interesting takeaways regarding AI and Human Creativity. Join Mark and Lorraine as they discuss the importance of the human touch and why it’s still needed in the creative process. The positioning duo will also provide updates for the Krispy Kreme and McDonald’s partnership as well as Jaguar’s recent sales.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Traditional vs Digital Advertising. Which Outdoor Advertising Works For You?

Mon, 14 Jul 2025 04:00:00 -0400

Do you want to know which outdoor advertising works best for your brand? Join Mark and Lorraine this week as they discuss both traditional out-of-home advertising and digital out-of-home advertising. Learn how these two advertising efforts play in the public space and some of the benefits and limitations associated with each. The positioning duo also shares some insights on the recent “Share a Pepsi” campaign and their thoughts on Pepsi swapping the personal touch of your name with your favorite classic foods.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

The Year of the Independent Ad Agency

Mon, 07 Jul 2025 04:00:00 -0400

2025 has been dubbed the year of the independent advertising agency. Join Mark and Lorraine as they discuss the benefits independent agencies offer clients and why remaining independent matters in today’s marketing landscape. Tune in to learn where Innis Maggiore ranks among the growing number of agencies and how your agency can stand out from the crowd.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Crispy Chicken Nuggets and Cordless Power Tools

Mon, 16 Jun 2025 04:00:00 -0400

A taco place that’s also a chicken place? Cordless outdoor equipment? Join Mark and Lorraine as they discuss their thoughts on Taco Bell and EGO, two brands who are in the spotlight for this week's episode. Learn what the positioning duo thinks about the return of Taco Bell's Crispy Chicken Nuggets and their newest commercial. Then, stay tuned in to learn more about the EGO brand and how their EGO POWER + platform grew to be rated #1 in the industry.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

We Told You So…Bad Brand Moves

Mon, 09 Jun 2025 04:00:00 -0400

Who doesn’t love a good “I told you so” moment? Tune in to this week's episode of the Brand Shorthand Podcast to hear what the positioning duo has to say about the bad brand moves from HBO Max and Krispy Kreme. Max announced that its name will be returning to the beloved HBO Max after a failed attempt at a rebrand, and Krispy Kreme announced it will be putting a pause on its partnership with McDonald’s.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Creative Talk with art and video director, Alicia Jordan

Mon, 02 Jun 2025 04:00:00 -0400

This week on the Brand Shorthand podcast, Mark interviews Alicia Jordan, our Art and Video Director here at Innis Maggiore. Tune in to hear how Alicia and the agency’s creative department work to bring campaigns to life and to get a behind-the-scenes look into the work we do. Learn more about video production and the design process as Alicia dives deep into her role and some of the projects she's developed.

Join Mark and Alicia for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

Effectiveness vs. Efficiency

Mon, 19 May 2025 04:00:00 -0400

Advertisers today seem to be focusing too heavily on being efficient when they should be focusing on how to be effective. Join Mark and Lorraine to learn the effectiveness of long-term brand building as the positioning duo follows along with Andrew Tindall’s latest presentation, Effectiveness in an Age of Efficiency.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

A Positionist View on Nine Timeless Marketing Quotes

Mon, 12 May 2025 04:00:00 -0400

Join Mark and Lorraine this week as they dive into a recent article from The Drum titled “9 Timeless Marketing Quotes That Will Always Keep You Effective.” The positioning duo will walk through each of the 9 quotes, providing their insights from a positionist standpoint.

Join Mark and Lorraine for 30-ish as they discuss all things marketing, advertising, and of course … positioning!

The Over-Saturation of Celebrity Marketing

Mon, 05 May 2025 04:00:00 -0400

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!

Generational Marketing

Mon, 28 Apr 2025 04:00:00 -0400

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!

AI Versus the Customer Experience

Mon, 14 Apr 2025 04:00:00 -0400

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!

Southwest Airlines and The Low-Price Position

Mon, 07 Apr 2025 04:00:00 -0400

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!

Programmatic Advertising (feat. Alyssa Laubacher and Lauren Moses)

Mon, 24 Mar 2025 04:00:00 -0400

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!

Brand Advertising

Mon, 17 Mar 2025 04:00:00 -0400

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!

Battle of the Prebiotic Sodas

Mon, 10 Mar 2025 04:00:00 -0400

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!

Brands Venturing into the World of Entertainment

Mon, 03 Mar 2025 04:00:00 -0500

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!

The Zeigarnik Effect

Mon, 24 Feb 2025 04:00:00 -0500

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!

Super Bowl Ads Review - Part 2

Mon, 17 Feb 2025 04:00:00 -0500

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!

Super Bowl Ads Review - Part 1

Mon, 10 Feb 2025 16:00:00 -0500

Join Mark and new guest, Scott Edwards, as they discuss the 2025 Super Bowl spots. Following USA Today’s Ad Meter, discover where this positioning duo agrees with the viewers on the effective ads, versus those that will likely go down as duds just like the Chiefs! Starting with Budweiser’s “First Delivery” ad, Mark and Scott provide details on why the ads were winners or losers.

Spend 30ish with Mark and Scott as they talk all things marketing, advertising, and of course … positioning!

Season #3 Kickoff

Mon, 03 Feb 2025 04:00:00 -0500

Mark and Lorraine kick off season #3 with a review of all the major brand news that happened since they left off season #2. Jaguar, Volvo, Coke, and Walmart hit the news with moves of new ads, refreshed logos, and revisiting old brand positions. Learn what the positioning duo liked and disliked about these recent big brand activities.

Spend 30ish with Mark and Lorraine as they discuss all things marketing, advertising, and of course ... positioning!

Brand Shorthand Season #2 Wrap-Up

Mon, 28 Oct 2024 04:00:00 -0400

Mark and Lorraine draw their second season of the Brand Shorthand Podcast to a close. Join them as they reminisce on this last season’s biggest hits, from SuperBowl ads to myriad guests, and how companies can best avoid those pesky boycotts.

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

Sensory Branding - Marketing Beyond Sight

Mon, 21 Oct 2024 04:00:00 -0400

Between sight, smell, taste, touch, and hearing, why do so many brands only appeal to the visual? Join Mark and Lorraine as they walk through a few jingles and audio logos. Then they discuss the topic of branding through smell, touch, and audio. From MasterCard’s “haptic logo” to smelling money through your phone, learn the different ways you can develop a brand that touches multiple senses!

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

Calvin Holston - Smeeple - Part 2

Mon, 14 Oct 2024 04:00:00 -0400

Join Mark and Lorraine as they conclude their interview with Calvin Holston, the founder and CEO of Smeeple, an app designed to connect people to curated experts across a variety of specialties. In the second half of this interview, Calvin discusses Smeeple’s position among his competitors, as well as the effects his entrepreneurship has had on his faith and his family.

Spend 25ish with Mark, Lorraine, and Calvin as they talk all things marketing, advertising, entrepreneurship, and of course … positioning!

Calvin Holston - Smeeple - Part 1

Mon, 07 Oct 2024 04:00:00 -0400

Bringing the experts right to you! Join Mark and Lorraine as they interview Calvin Holston, the founder and CEO of Smeeple, an app designed to connect people to real authentic experts across a variety of subjects, from sports to HVAC to homesteaders. Learn how Calvin came from nuclear engineer to entrepreneur, the origins and meaning behind the name “Smeeple,” and how it works to curate and cultivate the best of the best.

Spend 30ish with Mark, Lorraine, and Calvin as they talk all things marketing, advertising, entrepreneurship, and of course … positioning!

Brand vs Bland: Homogenizing the Market

Mon, 30 Sep 2024 04:00:00 -0400

Whether it’s lateral CEO hiring from Chipotle, commoditizing the coffee experience at Starbucks, or boiling down branding to fit in with the crowd, it seems that a lot of big business brands are starting to feel the same. Join Mark and Lorraine as they navigate the seas of sameness flooding through modern advertising and discuss how differentiation and positioning can help you stand out in a cluttered market.

Spend 30ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

Line Extensions and Brand Implosions

Mon, 23 Sep 2024 04:00:00 -0400

With the fall of the Tupperware titan, it can be hard to see where innovation ends and getting lazy with your position begins. Thankfully, Mark and Lorraine are here to weed through the mess of brand extensions — the good and the bad. Listen along as they discuss the rise of Lume deodorant and their battle with Dove, beverage companies expanding into the alcohol market, and how La-Z-Boy got its lazy back.

Spend 35ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

Crisis Management (feat. Merce Brown)

Mon, 16 Sep 2024 04:00:00 -0400

Disney, Apple, and Boar’s Head — something is rotten in the state of Denmark! And it’s not just the liverwurst. Join Mark and Lorraine as they tackle the tough topics of lawsuits, poisonings, and deaths with the help of special guest and PR and Content Manager, Merce Brown. Discover why Crisis Communications starts well before the crisis and should be a required asset in your C-suite.

Spend 35ish minutes with Mark, Lorraine, and Merce as they talk all things marketing, advertising, crisis communications, and of course … positioning!

Liquid Death: Strange Promotions and Advertising that Works

Mon, 09 Sep 2024 04:00:00 -0400

Have you ever wished that drinking water was… cooler? Well, the answer to your prayers is here, alongside some of the most extreme marketing promotions and campaigns to date. Join Mark and Lorraine as they cover jet giveaways, death-defying stunts, and borderline strange endorsements as they ask the question: will Liquid Death continue to make a killing, or will it die trying?

Spend 30ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

Cult Branding

Mon, 26 Aug 2024 04:00:00 -0400

Explore all the fun and excitement of cult brands like Disney, Apple, and Coke—no blood oaths required! Follow along as Mark and Lorraine discuss the golden rules of Cult Branding (as laid out by marketing consultant Bolivar Bueno), the highs of sticking to your core audience… and the lows of companies who drank the Kool-Aid.

Spend 30ish minutes with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

Brand Refreshes vs Brand New Logos

Mon, 19 Aug 2024 04:00:00 -0400

While tech companies like Best Buy, Verizon, and BitCoin’s Verse are refreshing their logos, women’s accessory companies like Zales and Vera Bradley are introducing entire brand refreshes. Join Mark and Lorraine as they talk the differences between a brand refresh and a brand new logo. The positioning duo tackles the latest marketing overhauls, the origins of Singer Corporation, and some successful past brand refreshes.

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course … positioning!

Boycotts, Baby!

Mon, 12 Aug 2024 04:00:00 -0400

Taco Bell vacation clubs, motorcycle gangs, off-key musical numbers, and... Carrie Underwood? Join Mark and Lorraine - and brand new producer and editor Denver Wittmer - as they discuss the latest blunders of big-name brands. From boycotts on classic American brands like John Deere and Harley Davidson to misfired marketing attempts from Target, Mark and Lorraine cover a wide range of companies that owe their customers a little R-E-S-P-E-C-T.

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!

Makers, Curators, and Sneakers

Mon, 05 Aug 2024 04:00:00 -0400

Etsy versus the rest of the field, such as GoImagine. Nike versus everyone. Hear what Mark and Lorraine think about Etsy's new campaign focused on human makers, GoImagine's up-and-coming challenge to Etsy, and Nike's apparent fall from grace. Is it too late for Nike to Just Do It!?! And can Etsy stay on top with challengers such as GoImagine?

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!

Dr. Pepper Rises to #2 - What Went Right?

Mon, 29 Jul 2024 04:00:00 -0400

Before the positioning duo dives into the rise of Dr. Pepper, Mark and Lorraine tackle the tough topic of politics -- without talking politics! Learn their perspective on the recent Republican National Convention and the re-positioning that has been done to do the hard job of changing perceptions. Then learn why Dr. Pepper is now #2 in the soft drink category... from the iconic Be a Pepper campaign to the more recent Fansville commercials.

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and of course ... positioning!

A Pirate and a Shark - Brands Doing It Right

Mon, 22 Jul 2024 04:00:00 -0400

Pirate Ship? GymShark? Who are these brands and what do they have in common? They both have identified a tight niche and taken a unique approach to a tired category. Call them the Uber of shipping or the Stanley of the gym rat. Unique. Exciting. And fun for our special guest, Cheryl Henderson -- creative director at Innis Maggiore -- to wax phil-arrrrr-sophical. Join the positioning gurus, including Cheryl, as we discover a few new brands who have become overnight sensations.

Spend 30+ ish with Mark, Lorraine, and Cheryl as they discuss all things marketing, advertising, public relations, and of course ... positioning!

Pepsi Loses #2 Position - What Went Wrong?!?

Mon, 15 Jul 2024 04:00:00 -0400

If you haven't heard the news about Dr. Pepper overtaking Pepsi as the #2 soft drink, you might have been living under a rock. Mark and Lorraine dive into the reasons that might have caused Pepsi's decline. The positioning duo has a long discussion on the "Pepsi generation's" position and why moving away from it is the most likely culprit in its fall from #2. Then they finish surmising how Pepsi can reverse the decline.

Spend 30+ ish with Mark and Lorraine as they discuss all things marketing, advertising, public relations, and of course ... positioning!

Mike DeVilling - The Value of Public Relations

Mon, 24 Jun 2024 04:00:00 -0400

Today, our positioning duo is joined by Mike DeVilling, President and CEO of WestShore Public Relations. Mike brings his wealth of knowledge and experience to the podcast to share valuable insights on how brands can leverage public relations. The discussion also uncovers all the new tactics, channels, and platforms available to public relations professionals, and how media relations has changed over the past couple decades. A big thanks to Mike for joining the positioning gurus!

Spend 40ish with the positioning duo as they discuss everything marketing, advertising, PUBLIC RELATIONS, and positioning!

Positioning for Professionals - Exploding Myths Part 3

Mon, 17 Jun 2024 04:00:00 -0400

In the final part of Positioning for Professionals, Lorraine and Mark knock down the last five positioning myths: 11) All clients are good; 12) full-service exists; 13) focus is limiting; 14) more means more; and 15) the middle is safe. Find out why these myths are simply not true, and what you can do about it. Mark also laments the "expiration" of so many great brands who have lost their positioning way.

Spend 30ish with the positioning duo as they discuss everything marketing, advertising, and positioning!

Positioning for Professionals - Exploding Myths Part 2

Mon, 10 Jun 2024 04:00:00 -0400

What is Papa John's doing? Or is that Papa Johns without an apostrophe?!? Mark and Lorraine dive in on this topic before they get to Positioning for Professionals, a book by Tim Williams that discusses how positioning works for professional service firms. The positioning duo walks through the next six myths about positioning that many service firms claim keep them from differentiating themselves. This episode covers the next six myths: 5) Bigger is better; 6) Brand is only about advertising; 7) There are general markets; 8) Branding costs money; 9) All growth is good growth; and 10) Efficiency is king. The positioning gurus explode these myths with a few brand examples, a tad bit of wit, and some critical maxims to keep with you as you operate your organization.

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.

Positioning for Professionals - Exploding Myths Part 1

Mon, 03 Jun 2024 04:00:00 -0400

Do you have a stale brand? Are McDonalds' and Starbucks' problems related to positioning? Mark and Lorraine dive in on this topic before they get to Positioning for Professionals, a book by Tim Williams that discusses how positioning works for professional service firms. The positioning duo walks through the myths about positioning that many service firms claim keep them from differentiating themselves. This episode covers the first four myths: 1) The better company, product, or service wins; 2) My business is a commodity; 3) Competition leads to commoditization; and 4) "We're not a brand." See how Mark and Lorraine explode these myths with clear thinking, a few short rib and ape references, and some recommendations on how the professional service industry can apply the principles of positioning.

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.

Designing a New Category - Part 2

Mon, 20 May 2024 04:00:00 -0400

Before the positioning gurus tackle the marketing strategy of Designing and Building a New Category, they throw a red flag on Apple's latest iPad ad, and Starbuck's trend downward. Then Mark and Lorraine cover the next six rules of designing and building a new category. Learn what inverted marketing, insulating siding, getting there first, shooting losers, and Segways have to do with category creation. One of THE greatest moves you can make as a marketing is to build a new category, but it's not for the faint of heart. Proceed cautiously using this wisdom from our positioning duo.

Spend 40ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.

Designing a New Category - Part 1

Mon, 13 May 2024 04:00:00 -0400

On this week's Brand Shorthand podcast, Mark and Lorraine dive into the complex, yet highly effective business move to design and build a new category. This move isn't for the faint of heart, but the glory that can follow makes this strategy one that has allowed companies like Uber, IKEA, and maybe now, Poppi, to dominate. Learn the first three rules – from nine total – to properly design and build a new category.

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.

Mike Gallina - Aultman and AultCare In Your Community

Mon, 29 Apr 2024 04:00:00 -0400

Mike Gallina, VP of organizational development and community engagement for the AultCare Health Plans, joins Mark and Lorraine to talk healthcare and health insurance marketing. Mike's insights on the trends and evolution of healthcare are, all at once informing and inspirational. Learn some of the macro trends of healthcare, how the big players in the industry think, and why community healthcare is growing.

Spend 45-ish with Mark and Lorraine -- and Mike -- as they discuss all things marketing, advertising ... and positioning!

Small Brands. Real Results.

Mon, 22 Apr 2024 04:00:00 -0400

As a follow-up to Big Brands, Big Trouble, Mark and Lorraine chat about some of the small brands who have had amazing results despite relatively small marketing budgets. Before they get there, however, Mark rants about a Celebrity Cruise's article that adds confusion to the language of marketing, then we talk about what Celebrity is really doing.

The positioning gurus talk about a local body shop, a mid-size competitor in the synthetic grass market, and a c-store -- all who are having amazing results with a focused position and focused marketing. Learn why niching yourself into a nice profit is a real thing that gets real results for small brands.

Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!

Marketing During a Recession

Mon, 15 Apr 2024 04:00:00 -0400

Are we in a recession? That's not quite the right question to ask. The question for marketers is: are you ready for a recession? History shows us that market share is won -- and lost -- during a recession. Those who market during a recession, win. On this week's Brand Shorthand, Mark and Lorraine cover companies like Kellogg's (versus Post), Ford (versus GM/Chrysler), and others who won market share during a recession. The positioning duo discusses why advertising during a recession costs less and goes further.

Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!

Big Brands. Big Trouble. Part 3.

Mon, 08 Apr 2024 04:00:00 -0400

In the final installment of Big Brands, Big Trouble, Mark and Lorraine discuss the last two mistakes from Jack Trout's 2001 book: the Live by the Numbers/Wall Street Mistake and the Not Attacking Yourself Mistake. Once these last two of Jack's nine codified mistakes are tackled, the positioning duo adds four of their own: the Out-of-Touch/Ivory Tower Mistake, the Go Woke, Go Broke Mistake, the Chasing the Politics Mistake, and finally, Handing Customer Service to the Robots Mistake. Does it seem possible these brands could be in such hot water? Well, Mark and Lorraine share some positive stories of those who are following Jack's guidance and getting it right as well.

Spend 40-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!

Big Brands. Big Trouble. Part 2.

Mon, 01 Apr 2024 04:00:00 -0400

This week, Mark and Lorraine continue with mistakes 3-7 from Jack Trout's Big Brands, Big Trouble: the "Truth Will Win Out" Mistake; the "Other Guy's Idea" Mistake; The "Go Opposite" directive for those who are #2 in the market; the "We're Very Successful" Mistake; and the "Everything for Everybody" Mistake. The positioning duo talks big trouble from brands like UberEats to Raos, and why examples from Hertz, Avis, and Enterprise taught us a lot about how to navigate Marketing Warfare's rule that if you're not #1 or #2, it's time to find something new!

Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!

Big Brands. Big Trouble. Part 1.

Mon, 25 Mar 2024 04:00:00 -0400

This week's episode finds a few big brands in some hot water! Mark and Lorraine revisit Jack Trout's 2001 book, Big Brands – Big Trouble, and share some more recent examples of big brands making not-so-smart moves. The positioning duo walks through the nine mistakes codified in Trout's book, then provides a definition of each mistake before sharing meaningful examples of what's right - and wrong - with some Big Brands!

Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.

A Look Back on 50 Years of Advertising - Experiential Marketing

Mon, 18 Mar 2024 04:00:00 -0400

This week, the positioning duo wonder about the power of AI to do the irrational, emotional, creative task of ideation and creative concepting. MKHSTRY claims to reduce concepting from 6-9 months down to hours. What do our fearless positioning experts think about that claim?!

Next up, Mark and Lorraine cover the rise of experiential marketing. This is more than virtual or in-person events - such as the Barbie Movie's AI generator or Lean Cuisine's #weight this - but much more as we see brands today connect with consumers. Starbucks, Nike, and even some small B2Bs are trying to connect with consumers at the top of Maslow's Hierarchy of Needs.

Spend 30-ish (or 40-ish this time) with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

A Look Back on 50 Years of Advertising - The Rise of Branding

Mon, 11 Mar 2024 04:00:00 -0400

Mark and Lorraine tackle Wendy's behaving badly with their surge pricing and how things should have been done differently. But they didn't ask us, so we gave kudos to Burger King for responding with a free offer! Well played.

Then the positioning duo tackles the Rise of Branding over the past 50 years. Learn Lorraine's perspective on the shift from features to today's experiential desire to engage brands. Mark then douses the conversation with a provocateur with some questions that Mark Ritson answers a lot differently than our esteemed monarch of marketing.

Spend 30-ish (or 50-ish this time) with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

Dr. Scott Powell - Part 2: Positioning Grove City College

Mon, 04 Mar 2024 04:00:00 -0500

Join us for part 2 of our interview with Dr. Scott Powell, Professor of Marketing at Grove City College. Dr. Powell discusses how outside forces and four different presidents in 14 years impacted the marketing of the college, and how he would alter things if he were in charge. Mark and Lorraine also ask about the macro trends going on with higher education and why Dr. Powell believes Grove City College has been able to buck those trends.

Spend 30-ish with Mark, Lorraine, and Dr. Scott Powell to discuss all things marketing, advertising, and positioning.

Dr. Scott Powell - Part 1: Positioning Grove City College

Mon, 26 Feb 2024 04:00:00 -0500

Dr. Scott Powell, Professor of Marketing at Grove City College, joins the positioning duo today to talk about positioning in the world of academia. Learn how he discovered positioning and why he teaches it in his classes and feels it's THE critical strategy to successful marketing. Also enjoy a few stories about how Scott arrived in marketing and his journey to Grove City College.

Spend 30-ish with Mark, Lorraine... and Dr. Scott Powell, as we chat all things marketing, advertising, and positioning.

A Look Back on 50 Years of Advertising - The Rise of B2B Marketing

Mon, 19 Feb 2024 04:00:00 -0500

Your favorite positioning tandem continue to look back on the past 50+ years of advertising, this time focusing on the rise of B2B marketing. What used to be considered risky is now standard practice, and in fact, B2B advertising continues to evolve closer to B2C strategies. Mark and Lorraine consider the examples of Owens Corning, BASF, and Intel, who all moved the B2B advertising needle in a big way.

Spend 30-ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning!

Super Bowl Ad Winners - Special Extended Episode

Mon, 12 Feb 2024 14:00:00 -0500

Mark and Lorraine spend over an hour dissecting almost every ad that ran in last evening's Super Bowl. While Kansas City walked away with an overtime win, not every advertiser was a winner. However, the duds were fewer than in past years, and the positioning gurus are happy to report that the ads made our positioning hearts pretty happy. Learn who earned the honors of best and worst ads, along with best celebrity appearance, celebrity malfeasance, and the heart string awards.

Spend an hour talking Super Bowl ads and of course, positioning.

Super Bowl Ad Preview and a Look Back on 50 Years of Advertising - The Rise of Transactional Media

Mon, 05 Feb 2024 04:00:00 -0500

Mark and Lorraine have a long chat about the Super Bowl commercials and why they can be a good or a bad buy, and what makes the difference. Get a glimpse of what's coming as advertisers spend $7 million per spot just for the media buy. Then hear how the rise of transactional media has been one of the significant changes over the last 50 years of advertising and why awareness media still matters.

Spend 30ish with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

A Look Back on 50 Years of Advertising - Technology and Targeting

Mon, 29 Jan 2024 07:00:00 -0500

Take a walk back in time as our two positioning gurus reminisce about the advancement in technology and targeting. How has technology changed, and how has it impacted marketing? What technology has been positive and where has it made advertisers mis-step? Mark and Lorraine talk Bernoullis and Zip disks, Amigas and Commodore 64s, film stripping and strip films. Then the duo talks about targeting and personalization capabilities and how the advent of both can be beneficial as long as they don't become a crutch.

Spend 30ish with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

A Look Back on 50 Years of Advertising - Media Proliferation

Mon, 22 Jan 2024 04:00:00 -0500

Mark and Lorraine kick off the second season of Brand Shorthand while kicking off the celebration of Innis Maggiore's 50th year in business. The duo takes a look back at the past 50 years of advertising and discuss what has changed, and what hasn't. The first category of change they cover is media proliferation. What used to be dozens of media options is now in the tens of thousands, with no signs of slowing down. What does this mean for the advertiser? What does this mean for the media planner? And how has this impacted the consumer?

Spend 30-ish minutes with Mark and Lorraine to learn more about marketing, advertising, and positioning! Join us on the Brand Shorthand.

Brand Shorthand Season #1 Wrap-up

Mon, 06 Nov 2023 04:00:00 -0500

Mark and Lorraine wrap up the first season of the Brand Shorthand podcast. What does Mark think about the series, "The Pitch?" What are the first season highlights? Find out the answers to these questions and more on this final episode of season #1.

Spend 30-ish minutes with Mark and Lorraine as they discuss all things marketing, advertising, and positioning!

The Wizard of Ads Interview – Roy H. Williams (Part 3)

Mon, 30 Oct 2023 04:00:00 -0400

In this third and final segment of our interview with the Wizard of Ads, Mark and Lorraine dive deeper on Roy H. Williams' thoughts on why positioning and his philosophies apply whether the marketing is B2C, B2B or D2C. Roy spends considerable time explaining:

why we are consumers regardless of where we're buying (work or home),
why the emotional environment of the prospect is so critical,
why gross rating points is a farce in selecting media,
why the portable people meter (PPM) is your better media planning gauge,
why positioning is critical to supercharging your brand-building efforts, and
why repetition of your message matters.

Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

The Wizard of Ads Interview – Roy H. Williams (Part 2)

Mon, 23 Oct 2023 04:00:00 -0400

Mark and Lorraine share part 2 of the interview with the Wizard of Ads, Roy H. Williams. Roy discusses deep insights on his understanding of the human condition and why we buy what we buy. From discussing reductionism and spirituality to "dead cows everywhere," Roy provides insights that any advertiser will appreciate. Learn:

why demographic targeting is a myth and how to properly target through the message,
why media targeting is so costly and the alternative we should consider,
why a prospect's realm of association is so critical,
why positioning is one of the most critical components of marketing, and
which books Roy recommends for marketers (it's only 3 titles long).

Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

The Wizard of Ads Interview – Roy H. Williams (Part 1)

Mon, 16 Oct 2023 04:00:00 -0400

Mark and Lorraine welcome The Wizard of Ads, Roy H. Williams, to the show today. The first 30 minutes of our interview (part 1 of 3) with the wizard covers the genesis of the Wizard Academy, how Roy came up with The Wizards of Ads moniker, and why sound is so critical to human emotion, memory, and memorable advertising. Each word had us sitting on the edge of our chairs and we’re excited to bring this first of three parts to our subscribers.

Spend 30-ish with Mark and Lorraine – AND Mr. Williams – to learn more about advertising, marketing, and positioning.

How Positioning Impacts All Marketing Disciplines

Mon, 09 Oct 2023 04:00:00 -0400

This week Mark and Lorraine discuss how positioning permeates every single marketing discipline. As a business strategy, positioning should touch every corner of your business, but many marketers give it lip service and execute without a position. Learn why and how the practice of positioning can supercharge your marketing from PR to research and from media planning to investor relations.

Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Ways to Differentiate: Low Price

Mon, 02 Oct 2023 04:00:00 -0400

Before Mark and Lorraine dive into the latest discussion on ways to differentiate, they spend 15-ish talking about the food category with Campbell Soup's purchase of Rao's. How will this play as Campbell's goes up against Mondelēz and Kraft Heinz, the other big players in the market? Then Lorraine walks through the challenge of trying to claim a low price position and what that really means for organizations. Several have tried, but few have been able to sustain a low price position for very long. Learn the secrets to promoting a low price position as the positioning gurus talk Geico, Progressive, and Liberty Mutual.

Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

The Wizard of Ads

Mon, 25 Sep 2023 04:00:00 -0400

Marketers - if you haven't read Roy William's 3-book series, The Wizard of Ads, you're missing a real treat. Mark and Lorraine dive into three of his chapters with topics on: 1) finding your diamond, 2) the perspective of your ads, and 3) whether audience targeting is the holy grail. Learn more about the simple approach Roy takes to creating great advertising.

Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Ways to Differentiate: How a Product is Made

Mon, 18 Sep 2023 04:00:00 -0400

Mark awards a Purple Cow Award to a non-purple mattress, then Lorraine and he dive into another Way to Differentiate: How a Product is Made. Learn the secret ingredient to this positioning method and how differentiating one ingredient, technology, or approach in your product or service can separate you from the competition. Learn how Sleep Number, Papa John's, Goodyear, and a few other big brands are doing positioning right.

Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Obvious Adams and In Search of the Obvious

Mon, 11 Sep 2023 04:00:00 -0400

Obvious Adams, a short-read pamphlet, has influenced millions across the globe for its obvious principles. Mark and Lorraine talk through the five tests of obviousness and how it influenced Jack Trout's last book, In Search of the Obvious. Learn how positioning is directly related to the five tests of obviousness and why finding a position can be problematic if it doesn't pass the "obvious" sniff test.

Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Ways to Differentiate: Preference + Influencer Marketing

Mon, 28 Aug 2023 04:00:00 -0400

Corporate speak runs amok today as Mark and Lorraine try to figure out what Calvin Klein's CMO is saying. Marketing 101, Public Relations 101, and other basic positioning principles rarely change and continue to be used by even the big brands. Once their frustrations are vented, the positioning gurus spend time explaining Preference as a way to differentiate. How does influencer marketing -- aka celebrity endorsement -- play with Preference? Spend 30-ish with Mark and Lorraine to find out, and learn more about advertising, marketing, and positioning.

Why Most Ads Don't Work (a nod to Roy Williams, the Wizard of Ads)

Mon, 21 Aug 2023 04:00:00 -0400

The positioning gurus get to the point immediately on this episode of Brand Shorthand, that being a commentary on Roy Williams' Monday Morning Memo, "Why Most Ads Don't Work." It's a brief, but brilliant commentary on the advertising industry. Williams' point is that most ads are written "not to offend." Mark and Lorraine spend the episode walking through Williams' four mistakes most ads suffer and in the end, why most ads fail to create a customer.

Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Ways to Differentiate: Being First to Mind with a New Idea + Overstock.com

Mon, 14 Aug 2023 04:00:00 -0400

Mark and Lorraine play a game of positioning point-counterpoint about Overstock's acquisition of the Bed Bath & Beyond brand name. Lorraine thinks it will work and Mark's not so high on the idea -- see what factors are in play that will make one of these positionists right, and the other wrong. Then the podcast continues with the series on Ways to Differentiate, this time tackling the position of First to Mind with a New Idea. See why this is a tenuous position and why it's most likely critical to transition to a different position fairly quickly after the new idea is introduced.

Spend 40-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Barbie. X. Brand Shorthand

Mon, 07 Aug 2023 04:00:00 -0400

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.

Ways to Differentiate: Heritage

Mon, 31 Jul 2023 08:00:00 -0400

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.

How Positioning Impacts Sales

Mon, 24 Jul 2023 04:00:00 -0400

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.

Ways to Differentiate: The Market Specialist

Mon, 17 Jul 2023 04:00:00 -0400

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.

Re-positioning a Brand

Mon, 10 Jul 2023 04:00:00 -0400

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.

Ways to Differentiate a Brand: Leadership

Mon, 26 Jun 2023 04:00:00 -0400

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.

Ways to Differentiate a Brand: Owning an Attribute

Mon, 19 Jun 2023 06:00:00 -0400

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.

Q&A Session: Positioning. Values...and Adver-tainment

Mon, 12 Jun 2023 06:00:00 -0400

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.

Immutable Forces, Immutable Laws ... and Bad Brand Behavior

Mon, 05 Jun 2023 04:00:00 -0400

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.

Perception, Exclusivity ... and Focus

Mon, 29 May 2023 07:00:00 -0400

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.

Media Strategy, Media Proliferation ... and Miller Lite

Mon, 22 May 2023 07:00:00 -0400

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.

Some Winners, Some Losers ... and Bud Light

Mon, 15 May 2023 11:00:00 -0400

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.

A Position, A Brand ... A Shorthand

Wed, 10 May 2023 08:00:00 -0400

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.