Brand Positioning with Ulli Appelbaum

In this episode I explore positioning with Ulli Appelbaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook. There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.  We might have one central brand position, and separate positions and messaging for  products we supply.  We touched on: Brand purpose Ideas on how you can do positioning Positioning — how to create your positioning How does positioning tie with differentiation Creating a category — should it be part of your positioning? Examples of well-known brands and their positioning Linkedin: Ulli AppelbaumTwitter: @FirstTheTrouserBook: The Brand Positioning Workbookfirst-the-trousers.com Valuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com