Brand Shorthand cover art

Brand Shorthand

Brand Shorthand

By: Mark Vandegrift and Lorraine Kessler
Listen for free

About this listen

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.

© 2025 Brand Shorthand Economics Marketing Marketing & Sales
Episodes
  • Sydney Sweeney’s Controversial “My Jeans (Genes)” Commercial

    Sydney Sweeney’s Controversial “My Jeans (Genes)” Commercial
    Sep 8 2025

    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!
    Show More Show Less
    24 mins
  • Innis Maggiore and FranSource - A Match Made in… Marketing

    Innis Maggiore and FranSource - A Match Made in… Marketing
    Aug 25 2025

    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!

    Show More Show Less
    32 mins
  • Walmart’s “Who Knew?” Campaign

    Walmart’s “Who Knew?” Campaign
    Aug 18 2025

    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!


    Show More Show Less
    22 mins
No reviews yet
In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.