Brand Positioning Done Right - Ulli Appelbaum - Brand Planner, Author (English)

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