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Big Brands. Big Trouble. Part 3.

Big Brands. Big Trouble. Part 3.

Released Monday, 8th April 2024
Good episode? Give it some love!
Big Brands. Big Trouble. Part 3.

Big Brands. Big Trouble. Part 3.

Big Brands. Big Trouble. Part 3.

Big Brands. Big Trouble. Part 3.

Monday, 8th April 2024
Good episode? Give it some love!
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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!

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From The Podcast

Brand Shorthand

Mark Vandegrift and Lorraine Kessler discuss advertising, public relations, sales, positioning, branding, and more in this podcast designed for those who want to do a deep dive into the world of marketing. Mark and Lorraine discuss the psychology of what makes great brands. They break down the details of the good moves and some really bad moves by brands big and small. It's like a play-by-play of what went right, or what went wrong. If you're in the world of marketing, learn tips and tricks that will help you develop a new brand, from finding and focusing on a position, dramatizing that position in the marketplace, and distributing through the wide, wide world of media. With a combined 80 years of marketing experience, both Mark and Lorraine provide insights on campaigns they've led or seen others lead. All gloves are off when it comes to their take on great strategic marketing moves and those that might have seemed like a good idea at the time, but later flopped. No matter what part of marketing interests you, there'll be something for everyone as we cover positioning strategy, branding, creative dramatization, media selection, sales techniques, analytics, and less discussed parts of the spectrum such as distribution and growth strategies. You can be a strategist, a copywriter, an art director, a web developer, a digital marketing specialist, a sales person, an SEO specialist, and pretty much anything else in the advertising world and you'll find something on the Brand Shorthand podcast that interests you.

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