Podcasts about ulli appelbaum

Today's guest is Ulli Appelbaum, an award-winning brand strategist + author of the fabulous Brand Positioning Workbook.  Together we dig into the power of brand associations - including how to identify your brand enemy + why it's so helpful to do so. Ulli shares practical insights to help any business owner sharpen their brand strategy. This episode is part of our December Daily episodes – where, you guessed it, the show is, gasp, daily for the whole month. Ulli's Book: The Brand Positioning Workbook Ulli's LinkedIn: linkedin.com/in/ulliappelbaum Ulli's Instagram: instagram.com/firstthetrousers ==== If you'd like my help with your Business go to www.lizscully.com/endlessClients ==== And don't forget to get your reading list of the 10 essential reads for every successful biz owner - these are the books Liz recommends almost on the daily to her strategy + Mastermind clients. This isn't your usual list of biz books, these answer the challenges you've actually got coming up right now. Helpful, quick to read and very timely. Click here lizscully.com/reading to get your book list

Today's show is all about brand positioning. Learn how to think about developing it, how to make yourself unique, and how to make yourself stand out in your market. Our guest Ulli Appelbaum is an award-winning marketing and brand strategy consultant with more than 20 years of experience. Ulli's held leading strategy roles at some of the largest advertising agencies in the world, including, BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro. He's contributed to seven Effies and an Advertising Research Foundation Ogilvy Award for Excellence in Research. In 2016, he founded a brand strategy firm called First The Trousers Then The Shoes Inc. He's also the author of the bestselling Brand Positioning Method Cards and you can find all of that at www.first-the-trousers.com This is the Brands On Brands Podcast with Brandon Birkmeyer CONNECT WITH ME Connect with me on social media: https://www.brandsonbrands.com/hotlinks JOIN THE PODCAST BRANDING ACADEMY Get tactical podcasting trainings and access to one-on-one coaching! https://www.podcastbrandingacademy.com THE PODCAST WALKTHROUGH & WORKSHEETS Quickly attract your first or next 1000 listeners. Get your free copy of The Podcast Walkthrough and worksheets. https://www.brandsonbrands.com/the-podcast-walkthrough

In this riveting episode of Digital Marketing Domination, host Jamil Zabaneh welcomes Ulli Appelbaum, a seasoned expert in brand positioning, to share his profound insights on crafting a compelling brand identity. Dive into a discussion that unravels the essence of brand positioning at the intersection of frame of reference, consumer drivers, and competitive advantage. Ulli reveals the art of forging powerful brand associations destined to shape the market's view for the next 3-5 years. Listeners will gain invaluable advice on evaluating and refreshing brand identity while focusing on the pivotal roles of consumer experience and company strengths. Whether you're looking to revolutionize an established company's image or nurture a budding brand, this episode is an indispensable resource for marketers aiming to dominate the digital landscape.

In this conversation with Ulli Appelbaum, Founder and Chief Strategist at First the Trousers then the Shoes – a brand research and strategy boutique, author and creator of the brand positioning workbook and a set of best-selling positioning method cards, we break down how Ulli became a contrarian and get his take on using that superpower to build winning brands.Learn more about UlliLinkedInhttps://first-the-trousers.com/ Other resourcesThe brand positioning workbookPositioning method cardsBrand positioning courseLessonsUlli's journey of becoming a contrarianHow to protect the core business while disrupting itShepherding the brand from the POV of the customersThree ways to thrive as a contrarianCuriosity of a contrarian - hold strong opinions looselyLearn from failures and don't hesitate to change your mindDiscussions and stories about Hallmark, Bud Light and Wrigley Episode website URL:https://www.howiechan.com/blog/podcast-ulliappelbaum-ep23Get more from Healthy Brands: Subscribe to Healthy Brand Mondays: 1 branding lesson every Monday in your inbox Download messaging toolkit and other free brand strategy guides Work with me Connect with Howie: LinkedIn Twitter Instagram TikTok YouTube

Brand positioning has been part of marketing orthodoxy for over half a century now. Yet marketers often fail to get it right, due mainly to formulaic thinking. To come up with truly novel positioning statements, according to global branding expert Ulli Appelbaum, marketers must treat it as more of a creative exercise, coming up with as many potential ideas as possible.

“The first success criteria for positioning I use is if all the key constituents within the client organization have clarity and a united point of view on what the brand and the company stand for. The second is if the salesforce feels energized. The ultimate metric is business success, such as customer acquisition or growth.” - Ulli Appelbaum   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Ulli Appelbaum, an independent brand strategist about positioning.   Ulli has over 20 years of experience developing communication strategies and positioning platforms for various clients. Ulli recently authored the [Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positioning, Faster](A Simple How-To Guide To More Compelling Brand Positionings, Faster)   They discuss: Ulli's systematic approach to branding and positioning, including internal stakeholder interviews, competition analysis, and customer research. Types of positioning deliverables after completing initial research Why positioning can help you when things don't go according to plan How to measure the success of positioning work Common problems that occur in positioning projects Market. This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build product marketing strategies that deliver results. Learn More

In episode #43 of MARKENKRAFT I talk about the fascinating topic of brand positioning from a practical perspective. My guest is the award-winning brand strategy consultant Ulli Appelbaum. He held senior strategy roles at some of the largest advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro and tarted a brand research & strategy boutique called First The Trousers Then The Shoes Inc in Minneapolis and wrote "The Brand Positioning Workbook" – a how-to guide. Among other topics we discuss: - why knowing the objective is the key before starting any project - why "Sunday in bed" is a great brand name - how the digital space has distracted us from whats important - what it means to identify the patterns of your brand - how to identify wether you have to reposition your brand and why - the sources of powerful brand associations - how to develop compelling brand positionings, faster

Ulli Appelbaum has held senior strategy and account planning roles at some of the largest advertising agencies in the world, working with brands like Wrigley, Hallmark, Nestle, and Chrysler along the way. His latest book is The Brand Positioning Workbook, which we discussed this week on the On Brand podcast. About Ulli Appelbaum Born in Germany, raised in Africa and Belgium, and now living in the US, Ulli Appelbaum has held senior strategy and account planning roles at some of the largest advertising agencies in the world including BBDO Germany and Chicago, Leo Burnett Budapest, Frankfurt & Chicago, Fallon Worldwide in Minneapolis, and SapientNitro in Chicago, L.A., and Minneapolis. His insights and strategies have helped brands such as Wrigley, Nestle Purina, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, and many more. In 2014, he launched First The Trousers Then The Shoes Inc. a brand research and strategy consultancy based here in Minneapolis working for clients including Siemens, Outlaw Energy Drinks, Post Consumer Brands, Angel's Envy/Bacardi, Flexera, Anchore, Double Good, Verve Credit Union and a few more. Ulli is the author of The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster, the best-selling Positioning Development Method Cards, Aha!, The Ultimate Insight Generation Toolkit, and 26 Popular Children Games from Around The World, a set of game cards created to help promote cultural understanding and tolerance among children through play. Episode Highlights The strategy on the shelf. After a quick laugh up front, Ulli and I opened the show with a conversation about strategy. Often, when digging deeper with clients, Ulli found an old strategy “on the shelf” that no one was really using. How can you make strategy more actionable? This, like many things, comes to better understanding your customer. Ulli shared a recent client experience that reinforced the need for better insights and research. A workbook for the work of brand positioning. When Ulli embarked on his latest book, he found no shortage of existing books on positioning. However, as a seasoned brand builder, Ulli knows that positioning is a lot of work. That's why he set out to create not an encyclopedia of brand positioning but rather a simple workbook for setting this critical process in motion—The Brand Positioning Workbook. What brand has made Ulli smile recently? Ulli shared the latest work from McDonald's UK, where the brand has made the bold move of not showing the restaurants or food but rather their iconic (golden) arches as eyebrows. To learn more, connect with him on LinkedIn or check out his website for First The Trousers Then The Shoes.  As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you're hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you'd like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

What is brand positioning and how can you up your marketing game when you master it? Ulli Appelbaum is the founder of his boutique brand strategy shop First The Trousers Then The Shoes, Inc. in Minneapolis working with clients of big names. He released a book called “The Brand Positioning Workbook: A simple how-to guide to more compelling brand positionings, faster.” Ulli shares how powerful having the right brand positioning can have on your marketing strategies and your business identity.Photo Credit: Shuttershock | Dusit

Today's show is all about brand positioning. Learn how to think about developing it, how to make yourself unique, and how to make yourself stand out in your market. Our guest Ulli Appelbaum is an award-winning marketing and brand strategy consultant with more than 20 years of experience. Ulli's held leading strategy roles at some of the largest advertising agencies in the world, including, BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro. He's contributed to seven Effies and an Advertising Research Foundation Ogilvy Award for Excellence in Research. In 2016, he founded a brand strategy firm called First The Trousers Then The Shoes Inc. He's also the author of the bestselling Brand Positioning Method Cards and you can find all of that at www.first-the-trousers.com This is the Brands On Brands Podcast with Brandon Birkmeyer GET THE WEEKLY NEWSLETTER This is the best way to have branding and marketing secrets delivered to your inbox, and get first looks at new resources. https://www.brandsonbrands.com/bteam SUBSCRIBE TO MY CHANNEL Watch each week as we interview the top minds in marketing and share tips to build brands that matter. https://www.brandsonbrands.com/youtube CONNECT WITH ME Connect with me on social media: https://www.brandsonbrands.com/hotlinks JOIN THE PODCAST BRANDING ACADEMY Get your free podcasting 101 starter kit and more! https://www.podcastbrandingacademy.com CONVERT 1 HOUR INTO 1 MONTH OF CONTENT Get my Ultimate Guide to Repurposing Content, which includes 3 Content Creation Tips, 11 Content Creator Tools, 30 Repurposed Post Examples, 28 Content Calendar Prompts, & 30 Bonus Post Ideas https://www.brandsonbrands.com/toolkit

The Shoes, a brand strategy, research, and innovation boutique specialized in brand positioning and messaging, as well as strategy development. Ulli has developed a unique positioning development methodology, that is outlined in his book The Brand Positioning Workbook.In our conversation Ulli talked to me aboutThe definition of a brand as all the associations we have with a specific offeringStrategy as the first step of defining a brand and our marketingStrategic storytelling that engage customers.Listen to the podcast to find out more.

Ulli Appelbaum's new book, The Brand Positioning Workbook: A simple how-to guide to more compelling brand positionings, faster, codifies for the first time his proven process for successful brand positioning. Born out of Appelbaum's previous work creating the Method Card Deck Positioning-Roulette, this clear and concise methodology challenges preconceived notions of strategic development, introducing a more effective and efficient process for branding. The book is immediately useful and surprisingly effective. In the words of one brand strategy professional, “…we were astonished how well [these principles] worked and how quickly we were able to hone in on a territory for the brand we were working on.”Drawing on over a hundred years of brand strategy culled from 1,200 case studies, The Brand Positioning Workbook is the definitive guide for teaching strategic processes to new brand strategists, as well as a useful resource for enhancing the abilities of seasoned veterans in the field.Jill Baskin, CMO, The Hershey Company says, “The book is packed with easy-to-follow exercises that guarantee a compelling brand positioning. Lots of helpful examples and blessedly free of marketing catchphrases.”The Brand Positioning Workbook is the definitive educational resource for guiding professional brand strategists into a productive and effective process for defining and executing modern branding efforts.Drawing from author Ulli Appelbaum's extensive career as a senior brand strategist and planner at some of the top advertising agencies in the world today, this book amplifies the role of a strategist as the primary guide on the branding journey. It introduces the reader to easily implemented problem-solving tools, proven territories for productive brainstorming, ideas for breaking down biases and group think, tips for more productive virtual brainstorming sessions and much more.This is the one book that every brand strategy professional needs in their library. Its hands-on, active-learning approach makes the material immediately accessible, while its concepts can be easily implemented in both new and existing branding efforts.ABOUT THE AUTHOR:Ulli Appelbaum is an award-winning marketing and brand strategy consultant with more than 20 years of experience creating brand strategies and building brands. He has held senior strategy roles at some of the largest advertising agencies in the world including BBDO Germany (Head of Strategy), BBDO Chicago (Global Strategy lead on Wrigley's), Leo Burnett Chicago (Head of Planning), Fallon Worldwide (Global Strategy Director on Nestle Purina), and SapientNitro (Director of Brand Strategy & Experience). In 2014 he founded boutique brand strategy shop, First The Trousers Then The Shoes, Inc. in Minneapolis, working with a global client roster that includes Post Consumer Brands, Land O'Lakes, Angel's Envy, Siemens, Flexera, Anchore and Cyber Risk Alliance among others. In addition to his new book, The Brand Positioning Workbook: A simple how-to guide to more compelling brand positionings, faster, Appelbaum is also the creator of 2 sets of method cards to help marketers be better at their jobs: The best-selling “Positioning-Roulette” method for stimulating and inspiring thinking when developing brand positioning platforms, brand positioning statements, value propositions, communication strategies, and product concepts; and “Aha! The Ultimate Insight Generation Toolkit”, designed to help mine for and uncover insights faster.Appelbaum is a blogger for the Huffington Post, a contributor to various trade publications in the US and Europe, a regular podcast interviewee and speaker, and is a member of the Practitioner Council of the American Marketing Association.Source: https://businessinnovatorsradio.com/ulli-appelbaum-author-brilliance-business

Creating strong brand recognition is a must-have. Because customers buy from loving brands. Ulli Appelbaum shares a lot of valuable insights and replies to the following questions: What is brand positioning in marketing? Why is brand positioning important? Which level of brand positioning is easiest to copy or imitate? How to determine brand positioning? What…

How can brands position themselves for success in today's marketplace? That is the question. And we have the answer! In this episode, we discuss proven brand positioning methodologies that actually work, complete with examples and practical steps you can use to develop your own brand positioning that are truly differentiating, distinctive, and highly relevant. To guide us, we have Ulli Appelbaum, the author of the new book The Brand Positioning Workbook: A simple how-to guide to more compelling brand positioning, faster. Ulli is an award-winning marketing and brand strategy consultant with more than 20 years of experience creating brand strategies and building brands, holding senior strategy roles at some of the largest advertising agencies in the world including BBDO, Leo Burnett, and SapientNitro. If you want to be able to create attractive brands that succeed in today's marketplace, this is the episode for you!

The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster by Ulli Applebaum About the Book: The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1,200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings. After reading the book you will be able to: Understand the secrets behind successful brand positionings Identify and use the 26 proven success triggers for brand perception Apply a simple and proven brand positioning methodology that actually works Create brands that are attractive, sustaining, and compelling The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning. The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies. This book is the right choice for you, if: You are working in a marketing department or a marketing agency You are studying or teaching marketing You are looking for a proven framework for creating compelling brand positioning You are about to position or re-position a brand for success in the marketplace The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops. The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas! About the Author: Ulli Appelbaum is an award-winning marketing and brand strategy consultant. He has held senior strategy roles in Europe and the US at some of the leading advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before starting his own brand research and strategy firm First The Trousers Then The Shoes Inc. He has contributed to 7 Effies awards for marketing effectiveness and an Advertising Research Federation Ogilvy award for Excellence in Research and his insights and strategies have helped build brands including Wrigley, Mars, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, Unilever, Hallmark, Symantec, Siemens, and Land O Lakes. He is also the creator of the “Positioning Development Method Cards” and “Aha!, The Ultimate Insight Generation Toolkit”, which help marketers think smarter. He has blogged extensively for the Huffington Post, is a contributor to various trade publications in the US and Europe, and was a member of the Practitioner Council of the American Marketing Association. And, interesting fact – He lives in Minneapolis, was born in Germany, lived in Africa his first 10 years, and then lived in Brussells and moved back to Germany when he was 25! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-positioning-workbook-ulli-appelbaum

Learn about brand positioning strategies, workshops and exercises from The Brand Positioning Workbook author Ulli Appelbaum.

Your brand is about your customers' association with your offering, not your logo and tagline. In this Expert Insight Interview, we welcome Ulli Appelbaum, author of The Brand Positioning Workbook.

Learn how to position a brand. In the 44th episode of the On Branding Podcast, Arek Dvornechuck interviews Ulli Appelbaum, and we talk about positioning. Check out Ulli's book!

Ulli Appelbaum is the founder of First the Trousers Then The Shoes, Inc. The consulting firm has been grounded by execution rather than deliverables, resonating with Ulli’s beliefs on strategies and the creative process. Today, he sits with Sima Vasa to talk about the power of extracting insights from data. Ulli Appelbaum - Advertising Ever Since Ulli’s US advertising career started 16 years ago. He has immense fascination and passion for the concept of positioning. Additionally, the knowledge of how people can influence perceptions others form fueled his drive to become successful in the field. His many experiences in advertising opened up opportunities in a vast array of fields. After a while, he switched to account planning, gaining exposure to planning and market research. He then received an offer in Minnesota, which trailblazed his expansive career that branched out to both traditional and digital platforms. Turning Data into Insights Ulli recently launched a set of method cards with exercises and questions that will help people generate insights from data. Anyone toils with looking into big data to gain these insights that are proven indispensable tools in furthering the market research industry. “Insight is such an important concept in the world of marketing. But it's often misunderstood or misused. Everything is an insight nowadays.“ - Ulli Appelbaum An Output and a Process According to Ulli, insight is a process and an output in a sense. There will be no insight without the process. The process then entails diving into available data in order to make sense of these data and make the connections that will eventually resolve into the aha! moment people struggle to arrive at. “Because there is so much more data out there, more and more people think that new data leads to new insights, which it can, but it doesn’t have to.” - Ulli Appelbaum Quick links to connect with Ulli Appelbaum: Website - First the Trousers The Shoes, Inc. Aha! The Indispensable Insight Generation Toolkit LinkedIn Twitter Sima loves to hear from her listeners with input, questions, suggestions and just to connect! You can find her at the links below! LinkedIn Twitter simav.sg-host.com Sima is passionate about data and loves to share, learn and help others that share that passion. If you love data as much as her, subscribe on iTunes and don't forget to leave a rating and review!

Ulli Appelbaum is the founder of First the Trousers Then The Shoes, Inc. The consulting firm has been grounded by execution rather than deliverables, resonating with Ulli’s beliefs on strategies and the creative process. Today, he sits with Sima Vasa to talk about the power of extracting insights from data. Ulli Appelbaum – Advertising Ever […] The post Ulli Appelbaum – First The Trousers Then The Shoes | Ep. 024 appeared first on Infinity Squared, LLC.

Ulli Appelbaum Ulli Appelbaum is an independent brand consultant and marketing strategist. His company First the Trousers is helping brands compete and grow in a constantly evolving society. “At the core, I think it might be about understanding what people do with the brand and how most of the brands out there are also like… The post Ulli Appelbaum Brand Success in a Constantly Evolving Society | Ep. 219 appeared first on Bottleneck Distant Assistants.

Branding is a necessary component of all business. Coming up with a generic brand positioning for a brand is very easy. On the other hand, coming up with a truly distinctive and compelling positioning platform that is insightful, reflects the brand’s core and helps generate sales is very hard. Joining Adam this week is Ulli […]

Why should companies and marketers care about brand positioning? Positioning is one of those “marketing buzzwords” that gets tossed around a lot. But if you dig into what the term really means, it’s about making your company occupy a distinct place in people’s minds. My guest in episode 70 is Ulli Appelbaum. He’s lead the strategy departments for some of the world’s biggest marketing agencies over the last 20 years and has created a brilliant method for determining your positioning: Positioning-Roulette. They’re a series of 26 distinct flashcards, and Ulli generously shares every single one inside this episode. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

Something that has always fascinated me is brand storytelling. Many large businesses are straight to the point and matter of fact about their products and services. It makes them feel cold and like a machine, just looking to get in and get out with my money as quickly as possible. On the opposite end, small businesses can be so full of passion and love for every little detail about their business they can overwhelm the customer. Like anything in life, there's a balance you need to find when you tell your customers your story. In the end, it doesn't matter what you say - it just matters how you are perceived. You need to take the time to know the rules of branding, storytelling, making on impact. You need to know it so well, you can forget about them. When that happens you're able to tap into your creative side, and be able to break them accordingly with how you see fit to help serve your brand. The rules and analytics are all their as a guide, but if you follow them all directly you're just going to end up looking like everyone else. To dive further into this, I brought on a master puzzle maker in the world of business: Ulli Appelbaum. Ulli has vast expertise in marketing and brand strategy. His international experience in coming up with fresh perspectives to position a brand, product or company as well as in innovation has helped companies, large and small, go from zero to success, without breaking the bank. Ulli's unique way of approaching business problems and helping businesses strategize has developed into a technique he calls Positioning-Roulette. Ulli's system of flashcards helps executives and teams overcome their mental barriers and see their company in a different light, uncovering fresh and actionable insights that trigger action, identify innovative ideas to stimulate brand growth and inspire fresh perspectives on businesses and categories. So download this episode today to learn how you too can balance both your right and left brain, so make your company stand out from the crowd. WARRIOR OF SELF LOVE     “There is a logic behind creativity.” - Ulli Appelbaum My book, LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible is now available! Highlights - When developing a strategy, you have to put on your pants then your shoes. Analyze data by looking at it from different angles and perspectives. Know the rules so well you can let them go. That's when creativity can come out. Create a feedback loop in your business. Large companies usually focus too much on their product. Entrepreneurs tend to be so passionate they give their consumer too much information. Pricing creates perception. Be aware of what's unfolding before you. Guest Contact - Ulli's Website Ulli's Twitter Ulli's Generous Giveaway Mentions- 17hats  Resources - 12 Must-Have Mindsets for Uncommon Entrepreneurs! A FREE tool for Creative Warriors to help you get clear on the ways you need to think differently to get the results you want. We've been handed a whole bunch of malarky about who we are and how business works that simply doesn't work for us. It's time to set it straight! This tool will give you the insights you need to think your way to success as a Creative Warrior and keep you on track. Check out the Creative Warriors RESOURCE page! A collection of the best companies, hand-selected, to help you succeed! You'll find vendors, services, products, and programs to help you Create, Serve, and Be Prosperous! All these companies have been used and approved by Jeffrey and most are used every day in his business. Music by Jawn

Ep #50: As an entrepreneur, you have an advantage of being more personal with people, test things faster and other benefits. There is no need to chase big businesses' success. Instead, use your resources to stand out as you are. In this episode, Ulli Appelbaum shares how your small business can win the big guys with creative marketing. Ulli has vast expertise in marketing and brand strategy. His international experience in coming up with fresh perspectives to position a brand, product or company as well as in innovation has helped companies, large and small, go from zero to success, without breaking the bank. Ulli’s system of flashcards helps executives and teams overcome their mental barriers and see their company in a different light and inspire fresh perspectives on businesses and categories. Time Stamped Show Notes: [00:22] About the episode and Ulli Appelbaum [02:06] Ulli shares his story where he sold t-shirts in school, worked for the big corporations, and ended up starting his own company [04:15] What small businesses can do right now large company can't [07:38] How small business can get their market among big companies [09:41] An example of picking a local beer, which is produced by the local small business, over buying from the large brand [10:54] We’re in the people business so as a small business you can be closer to your customers [13:21] Take what you offer and your personality and translate them into a proposition that is appealing to your customers [15:02] Social media let you test idea, find products and let you be closer to your potential customers [15:55] How Betabrand use social media to test new design concepts [18:05] People like to be involved, give them the opportunity to help you [19:28] No matter what business you have it’s not B2B or B2C, it’s P2P - people to people business [20:32] How the local cider company grew their business literally knocking to every single door of the various retailers [23:03] Big companies looking for the ways to work with the small businesses, you just need to get in front of them [24:28] How two guys started producing hand-made energy bars that were sold to Kellogg later for $600,000,000 [26:06] The barrier to innovation is listening only to the information that confirms your beliefs [27:01] How Ulli started an online community for moms and why it didn’t work out [29:08] Surround yourself with the experts [29:45] Never use your family and friends for business advice, but find professionals who have business experience and know what they are talking about [31:49] The pillars that will let you do and produce whatever you want in business [34:57] Where to find Ulli online [35:30] For the show notes go to IntNetworkPlus.com and subscribe to the Marketing for Creatives show Let’s get in touch: What topics do you want us to talk about in the next episodes? Who should I interview? Let me know on Instagram Did you get new insights? Please leave a short review on iTunes Get more marketing tips on intnetworkplus.com Follow on Instagram @MarinaBarayeva Follow on Twitter @MarinaBarayeva

SHARE THIS WITH A FRIEND! If you dig the podcast, please consider leaving the show a review on iTunes and also on Stitcher Radio. A couple minutes of your time would help out the show. Leave a review and tweet me @thinkozeal. Would love to thank you personally. THANK YOU! Do you know your brand? Do you know what your core values are? How do you want people to feel when they hear your name or when your business is mentioned? What is your desired perception? In this episode, I chat with brand and marketing strategist, Ulli Appelbaum, founder of First The Trousers where he helps businesses, small to large, how to position and grow their brand to stand out amongst the noise. Ulli shares with us some valuable insights on how you identify your brands' unique positioning and leads us down a new way of creative strategizing. This episode is filled with so much golden insight, so I highly recommend you get a pad and pen while listening to this episode. You will not be disappointed. Connect with Ulli Check out First The Trousers Here's an exclusive link for our listeners. Ulli has a special surprise for you. Click here  

What makes a brand successful? In this week’s conversation, brand positioning expert Ulli Appelbaum reveals how he helps brands to tell their story – in new ways. We explore the creative challenges for business people. And how to see your brand from the outside in. Hear how to overcome your own biases and the biggest enemy for your creative potential when it comes to your brand. Ulli also reveals the more common mistakes when positioning a brand (and what to do about it.) You’ll also hear what it takes to make a brand successful. http://www.inspirationalcreatives.com/podcast/249-ulli-appelbaum http://www.first-the-trousers.com

Ulli Appelbaum has vast expertise in marketing and brand strategy. His international experience in coming up with fresh perspectives to position a brand, product or company as well as in innovation has helped companies, large and small, go from zero to success, without breaking the bank. Ulli's unique way of approaching business problems and helping businesses strategize has developed into a technique he calls Positioning-Roulette. Ulli's system of flashcards helps executives and teams overcome their mental barriers and see their company in a different light, uncovering fresh and actionable insights that trigger action, identify innovative ideas to stimulate brand growth and inspire fresh perspectives on businesses and categories. Ulli loves to solve business and marketing problems big and small, tap into the global economy to create and produce new products, rediscover the world through the eyes of his children and ride his Russian sidecar through the Midwestern countryside dreaming of a trip to Mongolia.