Senior Director Consumer Insights & Strategy

I had the privilege of participating in a two-day brand positioning workshop led by Ulli Appelbaum and it was one of the most effective, thought-provoking, educational and fun workshops I have attended in my career. Ulli has a gift for making complex material seem easy, allowing his audience to put learnings into practice almost immediately. After two short days we were made into stronger, more confident marketers – ready to sharpen our brand positioning! We hope to work with Ulli again soon and cannot recommend him and the FTT enough. Thank you Ulli!

SIGN-UP FOR MY NEWSLETTER TO KEEP UPDATED

ADDITIONAL RESOURCES: 

GO BACK TO 'FUNDAMENTALS” for more articles about brand strategy, brand positioning, customer insights, and creative problem-solving.

Learn everything there is to know about brand position development and become more “brand positioning fluent” than 99% of the marketing community with my online course “The Art & Craft Of Brand Positioning Development”. Learn what it is, how to set objectives for your positioning, how to segment your consumers, how to create genuinely differentiating and distinctive positioning statements, sources of brand positioning, how to assess, evaluate, and improve existing positioning statements (with examples), and learn what mistakes to avoid. 

Do you just want to learn the basics of brand positioning development? Check out the award-winning “Brand Positioning Workbook:  A simple how-to guide to more compelling brand positioning, faster”. Available on Amazon around the world. (RAISE the prices again?)

Working solo on a brand positioning project or preparing a positioning workshop? Check out the best-selling Brand Positioning Method Cards for guidance and inspiration. 

Interested in insights and how to generate them instead? Then the Aha! The Indispensable Insight Generation Toolkit might be for you. Available as a set of method cards in the US and as a Kindle document outside the US. 

Need an expert team to help you position or re-positon your brand and identify new growth opportunities? Then reach out

Alternatively, you may want punctual advice, feedback, and inspiration without hiring a consulting team. Then, book an hour of coaching with me.