Ulli Appelbaum

First The Trousers Then The Shoes Inc. was founded by Ulli Appelbaum, an award-winning marketing and brand strategist with over 20 years of experiences building brands in Europe, Asia, Latin America and for the last 15 years in the US.

Ulli also is the author and creator of the best-selling Positioning-Roulette Flashcards, available on Amazon (already in its second edition), “The Ultimate Insight Generation Toolkit” (coming soon), and the family game the “26 Popular Children Games from Around The World” (launched in December 2017), a set of cards created to help promote cultural understanding and tolerance among children through play (available on Amazon and

Ulli is a blogger for the Huffington Post, a contributor to various trade publications in the US and Europe as well as a regular speaker at conferences. Last but not least, he’s a member of the Practitioner Council of the American Marketing Association.

He has contributed to 7 Effie awards and an ARF Ogilvy award for Excellence in Research.

Ulli is based in Minneapolis, MN. You can connect with him via LinkedIn or follow him on Twitter.

Below are some of the brands and organizations he’s worked with and helped build throughout his career:


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