The Award-Winning “Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster.”
The Brand Positioning Workbook is a practical, evidence-based guide to building and rebuilding strong brand positions in competitive markets.
Described as “hands down the best book on brand positioning since Ries & Trout introduced the concept in Positioning: The Battle for Your Mind*”* by Mark Jensen, Lecturer at the University of Minnesota, the book has also been praised by senior practitioners. Jill Baskin, CMO at Hershey’s, calls it “packed with easy-to-follow exercises that guarantee a compelling brand positioning.”
At its core, the book provides a clear, step-by-step roadmap for positioning or repositioning a brand. The methodology is grounded in the analysis of more than 1,200 successful brand cases and distills this evidence into 26 universal triggers that consistently underpin effective brand positioning.
Rather than offering abstract theory, The Brand Positioning Workbook translates proven principles into concrete tools, frameworks, and exercises that can be applied immediately by marketers, brand leaders, and consultants.
The book ranks first in organic search results on Amazon, holds a 4.4-star reader rating, and is available worldwide in Kindle, paperback, and hardcover formats.
My New Book: “The Science of Brand Associations: Win Minds, Win Markets”
The most overlooked concept in marketing is also the most powerful.
The Science of Brand Associations: Win Minds, Win Markets is the first comprehensive, evidence-based guide devoted entirely to the concept that silently drives brand growth: the network of associations living in consumers’ minds.
Brands do not grow because of slogans, campaigns, or purpose statements alone. They grow because of the meanings, memories, emotions, and experiences people associate with them. These brand association networks shape perception, trigger recall, drive preference, and ultimately determine purchase.
As brand designer and strategist Jacob Cass puts it:
“This is the OS behind how brands actually grow.”
Brands with strong association networks grow faster, acquire more customers, command price premiums, and weather competitive and economic pressure more effectively.
Grounded in science. Validated by research. Built for practice.
Drawing on decades of research from neuroscience, cognitive psychology, and evidence-based marketing, Ulli Appelbaum—an award-winning brand strategist with more than 30 years of global experience—translates academic insight into practical frameworks marketers can actually use.
The book provides clear models, diagnostic tools, scorecards, and hands-on exercises designed to explain how brands are formed in memory—and how those memories can be deliberately shaped to drive growth. No hype. No fads. Just evidence translated into action.
As Paul Chibe, CEO of Tropicana Brands Group, notes:
“Ulli’s Rosetta Stone gives marketers the frameworks needed to build powerful, winning brands. Every marketer should read it, learn it, and apply it in their strategic branding efforts.”
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