Ulli Appelbaum


I an award-winning marketing and brand strategy consultant with more than 20 years of experience creating brand strategies and building brands. I’ve held senior strategy roles at some of the largest advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro. I started brand research & strategy boutique First The Trousers Then The Shoes Inc. in 2014 in Minneapolis, MN.

I’ve contributed to 7 Effies and an ARF (Advertising Research Federation) Ogilvy award for Excellence in Research and my insights and strategies for Wrigley, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, and others have helped build these brands in Europe, Asia, Latin America, and the US.

I am the author and creator of 2 sets of method cards to help marketers be better at their jobs:

1. The best-selling Positioning-Roulette method cards, only available on Amazon, a set of 26 method cards, validated by over 1200 case studies of effective brand building, designed to stimulate and inspire your thinking when developing brand positioning platforms, brand positioning statements, value propositions, communication strategies and product concepts. This methodology is already used by thousands of marketers and strategists around the world, can be found as a course on skillshare and enjoys a 5 Stars overall review on Amazon.

2. “Aha!, The Ultimate Insight Generation Toolkit”, a deck of 49 exercise method cards, also available exclusively on Amazon, designed to help you mine for and uncover insights faster (4.5 stars reviews on Amazon).

I have also created the family game the “26 Popular Children Games from Around The World”, a set of cards created to help promote cultural understanding and tolerance among children through play (also available on Amazon).

I am a blogger for the Huffington Post, a contributor to various trade publications in the US and Europe, a regular podcast interviewee and speaker. Last but not least, I am a member of the Practitioner Council of the American Marketing Association.

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