Brand Tuned - Rounded Business Design artwork

Brand Positioning with Ulli Appelbaum

Brand Tuned - Rounded Business Design

English - June 10, 2022 05:00 - 41 minutes - 28.7 MB - ★★★★★ - 76 ratings
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Previous Episode: Differentiation and Positioning for Small Businesses
Next Episode: Differentiation with Sean D'Souza

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


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