Shows
Brand ShorthandBrand Shorthand Season #3 Wrap-UpThat’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!
2025-10-2731 minBrand ShorthandDigital Accessibility with Expert James Warnken - Part 2The 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!
2025-10-2034 minBrand ShorthandDigital Accessibility with Expert James Warnken - Part 1James 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!
2025-10-1326 minBrand ShorthandKraft Heinz Splits Into Two CompaniesKraft 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...
2025-10-0624 minBrand ShorthandSports Advertising Is In Season!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...
2025-09-2931 minBrand ShorthandMulti-Channel Marketing (feat. Tony Bell)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!
2025-09-2225 minBrand ShorthandCracker Barrel’s Brand Gone BlandWhat 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.
2025-09-1524 minBrand ShorthandSydney Sweeney’s Controversial “My Jeans (Genes)” CommercialOur 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!
2025-09-0823 minBrand ShorthandInnis Maggiore and FranSource - A Match Made in… MarketingDid 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!
2025-08-2532 minBrand ShorthandWalmart’s “Who Knew?” CampaignFollowing 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!
2025-08-1821 minBrand ShorthandNon-Traditional Marketing CampaignsWhat 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!...
2025-08-1143 minBrand ShorthandBrand Identity Roundtable ft. Innis Maggiore's Creative TeamInterested 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!
2025-08-0437 minBrand ShorthandThe Rise of Reddit in Search RankingsReddit 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!
2025-07-2833 minBrand ShorthandHuman Creativity vs AIThis 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!
2025-07-2130 minBrand ShorthandTraditional vs Digital Advertising. Which Outdoor Advertising Works For You?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 cours...
2025-07-1435 minBrand ShorthandThe Year of the Independent Ad Agency2025 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!
2025-07-0733 minBrand ShorthandCrispy Chicken Nuggets and Cordless Power ToolsA 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!
2025-06-1635 minBrand ShorthandWe Told You So…Bad Brand MovesWho 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
2025-06-0932 minBrand ShorthandCreative Talk with art and video director, Alicia JordanThis 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!
2025-06-0232 min
Hillsdale College Podcast Network SuperfeedRunning Toward a Moving Target: Self-Educating in a Rapidly Changing WorldMark Vandegrift (‘92) discusses the importance of running toward your passion while remaining versatile, a skill he learned through his time at Hillsdale as both an accounting and German major. Mark’s career took him from working in the Big 6 of the accounting world to seminary to holding almost every position at Innis Maggiore, the nation’s leading positioning ad agency, before being named its CEO in 2023. Mark is also the father of a ‘21 alumnus.See omnystudio.com/listener for privacy information.
2025-05-2020 minBeyond the Bubble: Navigating Professional Life After CollegeRunning Toward a Moving Target: Self-Educating in a Rapidly Changing WorldMark Vandegrift (‘92) discusses the importance of running toward your passion while remaining versatile, a skill he learned through his time at Hillsdale as both an accounting and German major. Mark’s career took him from working in the Big 6 of the accounting world to seminary to holding almost every position at Innis Maggiore, the nation’s leading positioning ad agency, before being named its CEO in 2023. Mark is also the father of a ‘21 alumnus.See omnystudio.com/listener for privacy information.
2025-05-2020 minBrand ShorthandEffectiveness vs. EfficiencyAdvertisers 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!
2025-05-1931 minBrand ShorthandA Positionist View on Nine Timeless Marketing QuotesJoin 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!
2025-05-1247 minBrand ShorthandThe Over-Saturation of Celebrity MarketingCelebrity 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 … pos...
2025-05-0530 minBrand ShorthandGenerational MarketingThis 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!
2025-04-2830 minBrand ShorthandAI Versus the Customer ExperienceAI 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!
2025-04-1432 minBrand ShorthandSouthwest Airlines and The Low-Price PositionFasten 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!
2025-04-0736 minBrand ShorthandProgrammatic 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!
2025-03-2430 minBrand ShorthandBrand AdvertisingThis 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!
2025-03-1734 minBrand ShorthandBattle of the Prebiotic SodasThe 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!
2025-03-1038 minBrand ShorthandBrands Venturing into the World of EntertainmentMore 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!
2025-03-0334 minBrand ShorthandThe Zeigarnik EffectWhat 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!
2025-02-2438 minBrand ShorthandSuper Bowl Ads Review - Part 2Join 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!
2025-02-1739 minBrand ShorthandSuper Bowl Ads Review - Part 1Join 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!
2025-02-1036 minBrand ShorthandSeason #3 KickoffMark 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!
2025-02-0334 min
High School Football News for Austin TXAustin High School Football: Triumphs, Surprises, and Unforgettable Moments in 2024The 2024 Texas high school football season in Austin has been nothing short of exhilarating, filled with record-breaking triumphs, exciting surprises, and underdog stories that will be remembered for a long time.At the pinnacle of success, North Crowley made history by claiming their first-ever Texas 6A Division 1 state championship with a resounding 50-21 victory over Austin Westlake. Chris Jimerson stole the show with five touchdowns, including four on the ground. Quenton Gibson of North Crowley also left an indelible mark, with 33 touchdowns and 1,828 yards, earning him a spot to play under the legendary Deion Sanders at Colorado[1].
2025-01-2003 minHigh School Football News for Austin TXAustin's High School Football Dominance: Westlake, Vandegrift, and the Heart of Texas PlayoffsIn the heart of Texas, where Friday night lights shine bright, the Austin area has been abuzz with excitement as the 2024 UIL Texas high school football playoffs reached their climax. This year, two Austin-area teams made it to the coveted state championship games, a testament to the region's rich football tradition.### Westlake and Vandegrift: Austin's PrideWestlake High School, with a stellar 14-1 record, faced off against the undefeated North Crowley (15-0) in the Class 6A Division I state championship. Westlake's journey to the finals was marked by impressive victories, including a 35-10 win over Galena...
2024-12-2703 minBrand ShorthandBrand Shorthand Season #2 Wrap-UpMark 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!
2024-10-2830 minBrand ShorthandSensory Branding - Marketing Beyond SightBetween 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!
2024-10-2132 minBrand ShorthandCalvin Holston - Smeeple - Part 2Join 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!
2024-10-1426 minHigh School Football News for Austin TXAustin High School Football: Excitement, Rankings, and Community PassionHigh school football in Austin, Texas, is buzzing with excitement as the 2024 season heats up. Here’s a snapshot of what’s happening on the gridiron.### Official ShortageOne of the pressing issues facing high school football in the Lone Star State, including Austin, is a severe shortage of officials. This shortage has been a recurring problem, highlighting the need for more individuals to step up and referee these games. Without enough officials, the integrity and safety of the games could be compromised.### Week 6 Rankings and HighlightsAs of the sixth week of the 2024 seas...
2024-10-0702 minBrand ShorthandCalvin Holston - Smeeple - Part 1Bringing 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!
2024-10-0735 minBrand ShorthandBrand vs Bland: Homogenizing the MarketWhether 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!
2024-09-3030 minBrand ShorthandLine Extensions and Brand ImplosionsWith 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!
2024-09-2335 minBrand ShorthandCrisis Management (feat. Merce Brown)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!
2024-09-1636 minBrand ShorthandLiquid Death: Strange Promotions and Advertising that WorksHave 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!
2024-09-0931 minBrand ShorthandCult BrandingExplore 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!
2024-08-2633 minBrand ShorthandBrand Refreshes vs Brand New LogosWhile 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!
2024-08-1942 minBrand ShorthandBoycotts, Baby!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!
2024-08-1233 minBrand ShorthandMakers, Curators, and SneakersEtsy 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!
2024-08-0530 minBrand ShorthandDr. Pepper Rises to #2 - What Went Right?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!
2024-07-2934 minBrand ShorthandA Pirate and a Shark - Brands Doing It RightPirate 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...
2024-07-2235 minBrand ShorthandPepsi Loses #2 Position - What Went Wrong?!?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!
2024-07-1536 minBrand ShorthandMike DeVilling - The Value of Public RelationsToday, 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!
2024-06-2443 minBrand ShorthandPositioning for Professionals - Exploding Myths Part 3In 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!
2024-06-1732 minBrand ShorthandPositioning for Professionals - Exploding Myths Part 2What 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 m...
2024-06-1030 minBrand ShorthandPositioning for Professionals - Exploding Myths Part 1Do 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...
2024-06-0331 minBrand ShorthandDesigning a New Category - Part 2Before 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.
2024-05-2039 minBrand ShorthandDesigning a New Category - Part 1On 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.
2024-05-1330 minBrand ShorthandMike Gallina - Aultman and AultCare In Your CommunityMike 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!
2024-04-2946 minBrand ShorthandSmall Brands. Real Results.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 n...
2024-04-2233 minBrand ShorthandMarketing During a RecessionAre 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...
2024-04-1530 minBrand ShorthandBig Brands. Big Trouble. Part 3.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...
2024-04-0839 minBrand ShorthandBig Brands. Big Trouble. Part 2.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...
2024-04-0130 minBrand ShorthandBig Brands. Big Trouble. Part 1.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.
2024-03-2533 minBrand ShorthandA Look Back on 50 Years of Advertising - Experiential MarketingThis 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...
2024-03-1839 minBrand ShorthandA Look Back on 50 Years of Advertising - The Rise of BrandingMark 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...
2024-03-1148 minBrand ShorthandDr. Scott Powell - Part 2: Positioning Grove City CollegeJoin 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.
2024-03-0427 minBrand ShorthandDr. Scott Powell - Part 1: Positioning Grove City CollegeDr. 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.
2024-02-2631 minBrand ShorthandA Look Back on 50 Years of Advertising - The Rise of B2B MarketingYour 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!
2024-02-1930 minBrand ShorthandSuper Bowl Ad Winners - Special Extended EpisodeMark 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.
2024-02-121h 04Brand ShorthandSuper Bowl Ad Preview and a Look Back on 50 Years of Advertising - The Rise of Transactional MediaMark 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!
2024-02-0534 minBrand ShorthandA Look Back on 50 Years of Advertising - Technology and TargetingTake 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...
2024-01-2936 minBrand ShorthandA Look Back on 50 Years of Advertising - Media ProliferationMark 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...
2024-01-2236 minBrand ShorthandBrand Shorthand Season #1 Wrap-upMark 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!
2023-11-0638 minBrand ShorthandThe Wizard of Ads Interview – Roy H. Williams (Part 3)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 br...
2023-10-3030 minBrand ShorthandThe Wizard of Ads Interview – Roy H. Williams (Part 2)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...
2023-10-2328 minBrand ShorthandThe Wizard of Ads Interview – Roy H. Williams (Part 1)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 positi...
2023-10-1631 minBrand ShorthandHow Positioning Impacts All Marketing DisciplinesThis 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.
2023-10-0932 minBrand ShorthandWays to Differentiate: Low PriceBefore 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 t...
2023-10-0231 minBrand ShorthandThe Wizard of AdsMarketers - 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.
2023-09-2532 minBrand ShorthandWays to Differentiate: How a Product is MadeMark 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.
2023-09-1826 minBrand ShorthandObvious Adams and In Search of the ObviousObvious 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.
2023-09-1134 minBrand ShorthandWays to Differentiate: Preference + Influencer MarketingCorporate 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.
2023-08-2831 minBrand ShorthandWhy Most Ads Don't Work (a nod to Roy Williams, the Wizard of Ads)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.
2023-08-2131 minBrand ShorthandWays to Differentiate: Being First to Mind with a New Idea + Overstock.comMark 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...
2023-08-1438 minBrand ShorthandBarbie. X. Brand ShorthandLorraine 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.
2023-08-0731 minBrand ShorthandWays to Differentiate: HeritageItalian 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.
2023-07-3131 minBrand ShorthandHow Positioning Impacts SalesYes, 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.
2023-07-2431 minBrand ShorthandWays to Differentiate: The Market SpecialistThe 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.
2023-07-1727 minBrand ShorthandRe-positioning a BrandIn 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.
2023-07-1034 minBrand ShorthandWays to Differentiate a Brand: LeadershipThis 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.
2023-06-2637 minBrand ShorthandWays to Differentiate a Brand: Owning an AttributeMark 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.
2023-06-1934 minBrand ShorthandQ&A Session: Positioning. Values...and Adver-tainmentMark 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.
2023-06-1229 min