Best Mark Vandegrift And Lorraine Kessler Podcasts (2025)

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Digital Accessibility with Expert James Warnken - Part 2 34:34

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3d ago34:34

34:34

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 acc…

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Digital Accessibility with Expert James Warnken - Part 1 26:48

10d ago26:48

26:48

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 th…

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Kraft Heinz Splits Into Two Companies 24:47

17d ago24:47

24:47

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 o…

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Sports Advertising Is In Season! 31:45

24d ago31:45

31:45

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 …

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Multi-Channel Marketing (feat. Tony Bell) 25:15

1M ago25:15

25:15

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 cho…

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Cracker Barrel’s Brand Gone Bland 24:20

1M ago24:20

24:20

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…

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Sydney Sweeney’s Controversial “My Jeans (Genes)” Commercial 23:53

1M ago23:53

23:53

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…

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Innis Maggiore and FranSource - A Match Made in… Marketing 32:29

2M ago32:29

32:29

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 FranSour…

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Walmart’s “Who Knew?” Campaign 21:47

2M ago21:47

21:47

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 Walmar…

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Non-Traditional Marketing Campaigns 43:59

2M ago43:59

43:59

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 …

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Brand Identity Roundtable ft. Innis Maggiore's Creative Team 37:07

3M ago37:07

37:07

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 L…

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The Rise of Reddit in Search Rankings 33:03

3M ago33:03

33:03

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-…

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Human Creativity vs AI 30:22

3M ago30:22

30:22

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…

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Traditional vs Digital Advertising. Which Outdoor Advertising Works For You? 35:11

3M ago35:11

35:11

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 al…

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The Year of the Independent Ad Agency 33:47

4M ago33:47

33:47

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 …

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Crispy Chicken Nuggets and Cordless Power Tools 35:17

4M ago35:17

35:17

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 t…

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We Told You So…Bad Brand Moves 32:18

5M ago32:18

32:18

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 wil…

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Creative Talk with art and video director, Alicia Jordan 32:27

5M ago32:27

32:27

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 …

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Effectiveness vs. Efficiency 31:33

5M ago31:33

31:33

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-i…

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A Positionist View on Nine Timeless Marketing Quotes 47:23

5M ago47:23

47:23

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, advert…

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The Over-Saturation of Celebrity Marketing 30:17

6M ago30:17

30:17

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…

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Generational Marketing 30:37

6M ago30:37

30:37

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 Li…

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AI Versus the Customer Experience 32:42

6M ago32:42

32:42

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 ex…

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Southwest Airlines and The Low-Price Position 36:41

7M ago36:41

36:41

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 …

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Programmatic Advertising (feat. Alyssa Laubacher and Lauren Moses) 30:09

7M ago30:09

30:09

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 ma…

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Brand Advertising 34:06

7M ago34:06

34:06

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-i…

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Battle of the Prebiotic Sodas 38:07

8M ago38:07

38:07

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 …

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Brands Venturing into the World of Entertainment 34:32

8M ago34:32

34:32

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,…

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The Zeigarnik Effect 38:52

8M ago38:52

38:52

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 3…

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Super Bowl Ads Review - Part 2 39:24

8M ago39:24

39:24

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 S…

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Super Bowl Ads Review - Part 1 36:23

8M ago36:23

36:23

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 …

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Season #3 Kickoff 34:29

9M ago34:29

34:29

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 w…

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Brand Shorthand Season #2 Wrap-Up 30:44

12M ago30:44

30:44

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 … positioni…

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Sensory Branding - Marketing Beyond Sight 32:23

1y ago32:23

32:23

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 d…

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Calvin Holston - Smeeple - Part 2 26:57

1y ago26:57

26:57

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…

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Calvin Holston - Smeeple - Part 1 35:45

1y ago35:45

35:45

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 nam…

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Brand vs Bland: Homogenizing the Market 30:35

1y ago30:35

30:35

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…

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Line Extensions and Brand Implosions 35:26

1y ago35:26

35:26

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 in…

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Crisis Management (feat. Merce Brown) 36:15

1y ago36:15

36:15

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…

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Liquid Death: Strange Promotions and Advertising that Works 31:33

1y ago31:33

31:33

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 ki…

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Cult Branding 33:08

1y ago33:08

33:08

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 wi…

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Brand Refreshes vs Brand New Logos 42:27

1y ago42:27

42:27

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…

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Boycotts, Baby! 33:05

1y ago33:05

33:05

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, Mar…

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Makers, Curators, and Sneakers 30:22

1y ago30:22

30:22

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…

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Dr. Pepper Rises to #2 - What Went Right? 34:01

1y ago34:01

34:01

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 dri…

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A Pirate and a Shark - Brands Doing It Right 35:24

1+ y ago35:24

35:24

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-ar…

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Pepsi Loses #2 Position - What Went Wrong?!? 36:13

1+ y ago36:13

36:13

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 fa…

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Mike DeVilling - The Value of Public Relations 43:01

1+ y ago43:01

43:01

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 pro…

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Positioning for Professionals - Exploding Myths Part 3 32:59

1+ y ago32:59

32:59

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…

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Positioning for Professionals - Exploding Myths Part 2 30:53

1+ y ago30:53

30:53

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…