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 is the author and creator of www.first-the-trousers.com, the Positioning-Roulette Flashcards available on Amazon (already in its second edition and which by US non-fiction book sales would be considered a best-seller) “The Ultimate Insight Generation Toolkit”, a set of 49 method cards to help you uncover better consumer insights, and 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 (available on Amazon shortly).

Ulli is also 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 also a member of ITB Partners, a partnership of experienced leaders, discipline experts, and project managers, with documented accomplishments working with public companies, Private Equity Groups and their portfolio companies, start-ups, acquisitions, and turnarounds.

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